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21st-century skills of marketing employees in the Netherlands:Examining marketing employees’ level of 21st-century skills and how work-related factors influence them

Böttcher, Kim Sara (2019) 21st-century skills of marketing employees in the Netherlands:Examining marketing employees’ level of 21st-century skills and how work-related factors influence them.

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Abstract:While not new, 21st-century skills have gained new importance in the last few years. 21st-century skills are considered to not only determine the success of individuals but also the success of companies and their competitiveness. This research explores the level of 21st-century skills marketing employees in the Netherlands possess, more specifically their skills of information management, critical thinking, collaboration, and creativity. The focus of the research is set on the workplace environment, additionally examining which factors are influencing marketing employees skills. The aim is that at the end of the research, feasible advise can be given to marketing related companies on how to increase their employees 21st-century skills. A cross-sectional survey has been used to collect data for this research, as it offers the possibility for large scale data collection in relatively little time and analyzed using simple linear regression analysis. The results show that marketing employees score rather average on all four skills. Hereby, information management scores lowest and critical thinking highest. Three factors were found influencing the chosen 21st-century skill. While emotional safety has a positive effect on employees collaboration skills, work experience, and voluntary training negatively influence employees information management skills.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78369
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