This article discusses the results of a survey in the U.S. regarding national preferences in business and communication education. From the results of this and the previous study, it appears that the skills most valued in the contemporary job-entry market are communication skills. The skills of listening, oral communication (both interpersonal and public), written communication and the trait of enthusiasm are indicated to be the most important. Again, it would appear to follow that university officials wishing to be of the greatest help to their graduates in finding employment would make sure that basic competencies in oral and written communication are developed. Courses in listening, interpersonal, and public communication would form the basis of meeting the oral communication competencies. One way to meet the written communication expectation would be to include courses in rhetorical and business writing. Further, training in interviewing skills would be in order to help university graduates maximize their appearance and personality projection as well as gather information necessary for appropriate decision making.
Winsor, J. L., Curtis, D. B., & Stephens, R. D. (1997). National preferences in business and communication education: A survey update. Journal of the Association for Communication Administration, 3, 170–179.