Decoding Success: The Perceived Impact of Advanced Communication Course on Marketing Students' Career Readiness

—The marketing industry is increasingly competitive, requiring professionals with advanced communication skills. As the market becomes more diverse, the importance of advanced communication courses in marketing education is emphasized by educational institutions and the industry. This qualitative research used an in-depth interview to analyze marketing students' perceived impact of advanced communication courses on the career readiness of marketing students, focusing on their confidence, skills, and knowledge for their chosen career paths. The study used 15 informants obtained through purposive selection. The findings revealed significant increases in verbal, writing, and nonverbal communication skills, with a particular emphasis on increasing public speaking confidence, an asset in the marketing field. Students noted an improvement in their professional manner and ability to engage with the business environment, which had a direct impact on their career chances. The study also found that advanced communication courses significantly improved presentation, negotiation, and teamwork skills, as well as theoretical knowledge and practical application in real-life marketing scenarios such as crisis management, all of which are important for academic success and career advancement. The study recommends specialized workshops for marketing students to enhance communication skills, incorporating real-world scenarios, role-playing exercises, technology integration, and feedback mechanisms for continuous improvement.