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What can we learn from marketing skills as a bipartite network from accredited programs?

Maria del Pilar Garcia-Chitiva, Silvana Dakduk, Juan C. Correa

Abstract

The relationship between professional skills and higher education programs is modeled as a non-directed bipartite network with binary entries representing the links between 28 skills (as captured by the occupational information network, O*NET) and 258 graduate program summaries (as captured by commercial brochures of graduate programs in marketing with accreditation standards of the Association to Advance Collegiate Schools of Business). While descriptive analysis for skills suggests a qualitative lack of alignment between the job demands captured by O*NET, inferential analyses based on exponential random graph model estimates show that skills' popularity and homophily coexist with a systematic yet weak alignment to job demands for marketing managers.

What can we learn from marketing skills as a bipartite network from accredited programs?

Abstract

The relationship between professional skills and higher education programs is modeled as a non-directed bipartite network with binary entries representing the links between 28 skills (as captured by the occupational information network, O*NET) and 258 graduate program summaries (as captured by commercial brochures of graduate programs in marketing with accreditation standards of the Association to Advance Collegiate Schools of Business). While descriptive analysis for skills suggests a qualitative lack of alignment between the job demands captured by O*NET, inferential analyses based on exponential random graph model estimates show that skills' popularity and homophily coexist with a systematic yet weak alignment to job demands for marketing managers.

Paper Structure

This paper contains 9 sections, 2 equations, 4 figures, 4 tables.

Table of Contents

  1. Introduction
  2. Empirical motivation and Theoretical background
  3. Empirical setting and data
  4. Setting
  5. Data
  6. The Bipartite Network
  7. Research design and Models specification
  8. Results
  9. Discussion and conclusions

Figures (4)

  • Figure 1: Skills' Importance reported by the O*NET profile of Marketing Managers
  • Figure 2: A treemap visualization of the random stratified sample of Master in Marketing Programs AACSB-Accredited Schools.
  • Figure 3: Degree distributions for skills and brochures.
  • Figure 4: Correlation plot for skills' importance captured by O*NET and our network-based centrality metrics.