Embedding Employability Skills into the Marketing Curriculum; A Rationale & Description

London South Bank University is a large metropolitan institution with a broadly diverse undergraduate intake and an active widening participation policy. Teaching and learning strategies focus on employability, often through creative and innovative techniques. This paper reports the findings of three strands of research and the subsequent development of a new first-year undergraduate unit, A Practical Introduction to Marketing. Faced with broad diversity amongst new marketing students, a number of important challenges have been met by embedding core skills within its teaching and learning. These include easing transition into higher education, and developing the skills needed both for effective further study and for employability. A description and brief evaluation are offered