Association of Marketing Theory and Practice Proceedings 2011


Predictive Analytics and Soft Skills: Are We Preparing Business Students for Real Job Requirements?

Document Type

Conference Proceeding

Conference Track

Panels and Special Sessions

Publication Date



Traditionally, business skills are organized along the functional silos of operating businesses with majors in Accounting, Economics, Finance, Marketing and Management. These majors arrange themselves along a continuum of hard skills like Predictive Analytics to Soft Skills like Presentations, Narrative Report Writing, Leadership, and Social/Emotional Intelligence. Many times these Soft Skills are left until the student is ready to gradate and are approached in a Capstone course perhaps using a simulation like Business Strategy Game or Globus where they are included in model course setup. Sometimes there are approached in a team project format in that capstone course. In this approach to curriculum, the emphasis is on the hard skills and needs to shift to a balanced approach through active learning. This special session is to explore the current state of hard/soft skills mix and what mix may be optimal and needed in the future for students to succeed in the dynamic competition they face after graduation

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Digital Commons@Georgia Southern License

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