Research Note: Helping Students Market Themselves with The Power of Who!

Abstract

While learning is still of paramount importance, today, colleges and universities realize that they need to equip their students with the skills and knowledge to get hired after graduation. Using the book The Power of Who!, written by experienced executive recruiter Bob Beaudine, this research note looks at what kind of impact the concepts in the book had on M.B.A. students in a Foundations of Marketing course. In addition, the results of a multiple regression analysis indicate that some of the concepts in the book had a statistically significant influence on the students' attitudes toward job searches. Overall, this research found that The Power of Who! can be an effective tool for professors to use in an effort to assist students with their job search. The article also empowers marketing educators to effectively introduce practice-based assignments into their curriculum and modify them as needed.