The determinants of fit between the world of work and Tertiary learning:A tracer study of Cape Peninsula University of Technology (CPUT) Marketing Diploma graduates

Abstract

A quantitative research study was conducted in order to gain insight and knowledge into the various destinations CPUT Marketing graduates end up after completing their course of study. A cohort of students that graduated between 2001-2010 was used in this research. The motivation for the study stemmed from the researcher’s experience working at CPUT, lecturing and the researcher’s interaction with the students. The ultimate objective of the study was to trace the graduates, identify their employment status and observe if they are employed in the area for which they have studied.The literature study covers areas that relate to how students choose what to study, graduate skills, the workforce and graduate employment and unemployment. These areas were reviewed from different sources and authors that specialize in graduate development.The researcher elected to work with CPUT graduates as the researcher too is an alumnus of CPUT and was familiar with the policies and procedures of the institution.Results of the research confirmed that tracer studies are an essential tool for tracking graduates and the findings of tracer studies are beneficial for future curriculum development. Although tracer studies yield valuable insight into graduate trajectories they undervalued and underutilized. Furthermore, the results confirm that graduates are employed in the sectors for which they studied or associated sectors. Moreover co-operative education should be further explored to yield better results and perhaps secure employment for the student after graduation.The recommendation is that academic staff revisits the curriculum and better incorporate scarce skills such as critical thinking skills and also institute a formal tracking system that can be used to benefit the department.