Abstract:
Higher education educators are experiencing challenges and increasing pressure
to ensure that graduates are employable. Some speculate that the lack of the right
employment skills could contribute even more to the increase in unemployment, than
does the global recession. There is a belief that a relationship exists between secondary
education, tertiary education and industry, as role-players in providing the necessary
skills-training for employment. This relationship seems to be linear, and when an
imbalance in any of these environments occurs, it could potentially have an effect on the
overall economic well-being of the specific country. This article explores the challenges
experienced by higher education educators with regard to student employability. The
theory of second best (Lipsey and Lancaster 1956) is introduced, as a possible solution
to address the educational challenges. Intervention strategies are proposed, specifically
from a marketing educator’s perspective.
