Integrating Nascent Technologies and Experiential Learning in Nigerian Marketing Education: An Empirical Analysis of Graduate Employability

Publication Details

Publication Date

10/08/2026

Volume / Issue

Vol 1, Issue 3 (2026)

Article No.

032

Journal

British Journal of Contemporary Research

DOI

https://doi.org/10.67693/BJCR-KR5HNK3N

Received

23 Jul 2026

Views

45

Downloads

35

Abstract

In emerging economies such as Nigeria, the mismatch between university curricula and the competencies demanded by a digitally evolving labor market has intensified graduate unemployment. While traditional marketing education has prioritized conceptual knowledge, modern commercial ecosystems demand data literacy, digital tool proficiency, and analytical problem-solving. Grounded in Becker’s Human Capital Theory and Kolb’s Experiential Learning Theory, this empirical study investigates the impact of integrating nascent technologies (Artificial Intelligence [AI], social media analytics, and digital tools) and experiential pedagogies on the perceived employability and self-employment capacities of marketing graduates. Using a descriptive survey research design, data were collected via structured questionnaires from 240 final-year Business and Marketing Education students across four public universities in Southern Nigeria. Hypotheses were tested using Multiple Linear Regression analysis. The empirical findings reveal that both the integration of nascent technologies (β=0.412, p<.001) and experiential industry-linked projects (β=0.358, p<.001) exert a positive, statistically significant influence on graduate employability. The paper outlines strategic recommendations for curriculum updates, resource allocation, and university-industry partnerships to enhance marketing education within sub-Saharan Africa.

License

This article is published under the Creative Commons Attribution 4.0 International License . Free to read, share, and adapt with attribution.