Using Strengthsfinder to Identify Relationships Between Marketing Graduate Strengths and Career Outcomes

Abstract

The present study seeks to better understand how marketing graduates' strengths, and utilization of those strengths in the workplace, may be associated with a variety of academic and career outcomes. Respondents completed two different questionnaires. Findings suggest that marketing graduates whose strengths are not being utilized with their work situation report more negative attitudes and intentions than those whose strengths are being used on the job. Marketing educators are encouraged to assist students to identify and self-market their unique strengths to secure the benefits that result from appropriate job fit.