Identification of soft skills to strengthen the curriculum of careers in Business Administration, and Marketing and Advertising

Abstract

The fundamental challenge that Higher Education Institutions (HEIs) have is to develop soft skills in an integral way to achieve professional success in graduates of Business Administration and Marketing and Advertising careers. Transformations in organizations demand training where it is detected that employees have skills such as critical and analytical thinking, teamwork, empathy, and decision-making to provide solutions. The objective of this study has been to identify the soft skills in greatest demand in Business Administration and Marketing and Advertising careers. To carry out the study, a questionnaire was administered to different companies and the results were analyzed considering the levels of measurement of the variables, the proposed hypothesis, through statistical tests, to visualize the generalization of the results. Likewise, the research design was carried out with a cross-section, since the study variables were not manipulated. The results of this research indicate that there is no significant difference between the level of soft skills required by companies and the level demonstrated by graduates. With the results obtained, it is expected to raise awareness among the authorities of the HEIs to change and evolve from the traditional way to a new role where the training of competencies is more active and dynamic, and that allows graduates to perform their work more successfully in the organization.