This research aimed to examine the employability and learning outcomes achievement of graduates and fourth-year students majoring in Marketing Innovation and Digital Marketing under the Bachelor of Business Administration program, Faculty of Business Administration, Maejo University, for the academic year 2024. A quantitative research design was applied, using online questionnaires distributed to 200 participants—94 graduates and 106 senior-year students—during December 2024 to March 2025. Data were analyzed using descriptive statistics including mean, standard deviation, and percentage.
The results showed that 81.75% of graduates were employed within one year of graduation; however, only 34.48% were employed in roles directly related to their field of study. This highlights a notable skill gap between academic preparation and labor market demands. Overall learning outcomes achievement was at a high level (Mean = 4.05, SD = 0.73), with the highest performance in ethics and morality (Mean = 4.11), analytical thinking (Mean = 4.03), and digital marketing competency (Mean = 4.08). When examining domain-specific performance, digital marketing showed the highest average score (4.14). Students demonstrated strong abilities in using tools such as Social Media Analytics, AI-based platforms, and online advertising planning. This was followed by marketing innovation (4.10) and traditional marketing (4.03). Although traditional marketing remains relevant, it requires further integration with Omni-channel strategies to remain effective.
The findings underscore that graduates possess capabilities aligned with current labor market trends in digital marketing, which emphasize Big Data, AI, and personalized communication. However, to foster T-shaped skills—a combination of broad foundational knowledge and deep specialization—educational programs must integrate both traditional and digital competencies. Such curriculum development will better prepare graduates for dynamic roles in both domestic and global job markets.