Business Education and Employability: Challenges and New Directions

Editors : Prof. P.S. Yadapadithaya, Prof. A.Raghurama,
Prof. Y. Muniraju, Dr. Ishwara P., Dr. Vedava P.,
​Dr. Preethi Keerthi D'Souza, Dr. Parameshwara
Pages : 440

Indian business is operating in a highly complex, competitive and turbulent socio-economic, politico-legal, technological and cultural environment. The vast changes that are taking place on a continuous basis in the Indian business environment offer both challenges and opportunities to earn and sustain competitive advantage with a passion for excellence. It is quite disheartening to note that there exists a serious mismatch between the demand for employment and supply of human resources. India is truly rich in terms of human resources with a huge youth population called ‘demographic dividend’ compared to the rest of the world. But the disturbing question is: ‘are they really resourceful?’ The paradoxical situation is that many organizations have left numerous vacancies unfilled for want of not only qualified but more importantly multi-skilled, flexible, talented, committed and competent persons.

Unfortunately, ‘qualification’ which is measured in terms of academic degrees and grades are not matching the ‘competencies’ defined and determined by the employment market. Hence, employability has become the catch-word of all and scapegoat of the situation.

In this fast changing business world, the shelf-life of competencies (knowledge, attitudes, skills, habits and values) is always short-lived and as such the existing knowledge suddenly becomes outdated, skills obsolete, attitudes untenable, values unpardonable and learning habits unsustainable.

The current scenario of higher education in general and business education in particular orients the students to ‘answer the questions’ (from kindergarten to post-graduation) rather than to ‘question the answers’; the teacher-centric, syllabus-bound, examination-oriented teaching-learning-evaluation processes resulting in short-term academic knowledge acquisition programme without any practical applicability, transferability and sustainability in learning. The oft quoted cardinal principles of Indian higher education: ‘expansion, inclusion and excellence’ are worth appreciating but they are unable to find clear-cut expressions with a logical end in our educational policies and practice. Of course, the New Education Policy and the National Curriculum Framework intend to focus on developing human values, soft skills and holistic personality development so that it can facilitate human and social transformation by eliminating, if not at least reducing the unpleasant gap between ‘qualification’ and ‘competency’. Educational planning and human resource development need to be linked with the sustainable national development.

At this juncture, it is worth-quoting Swamy Vivekananda in the following words:

“We want that education by which character is formed, strength of mind is increased, the intellect is expanded and by which one can stand on one’s own feet. Education is the manifestation of the perfection already in man”.

True education must facilitate the process of unleashing human potential within every student. In the fitness of things, the UNESCO’s International Commission on Education for the Twenty-First Century also recognized this fact and identified the four pillars of education: learning to know, learning to do, learning to live together, and learning to be. According to Prof. D.P. Singh, the Director, NAAC, Universities and higher educational institutions need to rediscover themselves with a sense of purpose, pride and direction. As a matter of fact, university is a place where new ideas germinate, strike roots and grow tall and sturdy. It is a unique space, which covers the entire universe of knowledge. It is a place where creative minds converge, interact with each other and construct visions of new realities. Established notions of truth are challenged in the pursuit of knowledge. Higher education is supposed to equip every person with the capacity for advanced learning, critical and creative thinking, reflective observation and cultivating the habit of lifelong learning. The current curriculum, pedagogical tools and techniques, and classroom-based teaching-learning-evaluation processes failed to deliver the intended learning outcomes.

There exists an imperative need to measure and assess the needs, wants, preferences, demands and expectations of both the job-providers (potential employers) and job-seekers (prospective employees). Further, industry-academia interaction is conspicuously missing and at best, it is only symbolic and rhetoric. To add fuel to the fire, the student’s general mindset is in favour of seeking only ‘salaried jobs’ rather than undertaking self-employment oriented entrepreneurial initiatives resulting in a paradox of ‘too many people chasing too few jobs’.

Research studies have already revealed that the students (graduates and post-graduates) who were given non-academic/ non-technical training in soft skills in addition to regular academic teaching and learning performed better in campus recruitment drives compared to their counterparts without such training. Further, even though some positive correlation existed between their scores/ grades in entry-level qualification, there was no relationship between their academic grades in graduation/ post-graduation degrees and success in campus recruitment drives.

Education will become truly liberating, empowering, enabling and socially reforming, only when it begins to encourage students to think for themselves, question, debate, and form their own opinions.

Non-academic/ non-technical training is needed in different types of soft skills for enhancing the employability of students such as personal and interpersonal effectiveness through personality lab; effective communication skills; human relations skills; assertiveness skills; leadership and teambuilding skills; coaching, mentoring and negotiation skills, conflict resolution techniques; problem-solving and decision-making skills; verbal and logical reasoning; public relations skills; preparation of CV/ resume, art of facing an employment interview; case analysis and group discussion skills; conducting meetings and recording observations; time management and stress management.
It is a matter of serious concern that those leaving higher education are not properly and adequately equipped for the world of work. Academic grades may be influential in predicting the performance appraisal in the early years of the career but not a valid predictor of job performance in later years. In this context, the pertinent questions include the following:

1. Whether there is a strong disconnect between business education and employability?
2. Are we truly gearing up to redefine and build requisite business competencies in our commerce graduates and post-graduates?
3. Whether the business education understands and appreciates the changed roles, outputs and competencies of business practitioners?
4. Are we doing justice to integrate theory, research and practice in the field of business education?
5. Are we timely and appropriately revising the curriculum and pedagogical tools and techniques to make the entire process ‘learner-centric’ and experiential in nature?
6. What are the emerging challenges and new directions for strengthening the linkage between business education and employability?

Contents

1.    Grassroots Women Leaders and Development:
       A Case Study of Uttarakhand State
            Nivedita Mishra
2.    Knowledge Management in Software, Healthcare and
       EducationSectors: a Conceptual Analysis using Ishikawa
       Model
            Arunima K. V. and Dr. P. Pakeerappa
3.    Knowledge Management: Indian Perspective
            Dr. Purushothama Gowda and Niranjana
4.    Occupational Stress of Employees in BPO Sector
            Ms. Coral Barboza
5.    Women Police Empowerment and Engagement in the
       Police Forces
            Bhagyalaxmi. M and Dr. Ishwara. P
6.    Multi-Generational Workforce Management: Significance
       and Strategies for Collaboration
            Ramya.K.R. and Dr. A. Raghurama
7.    Higher Education System in India: Challenges and Prospects
            Sangeetha P. and Dr. A. Raghurama
8.    Employee Perception of HRD in Public Sector Banks
            Prithwi M.
9.    An Empirical Study of Consumers’ Attitudes Towards
       nline Shopping in Mangaluru
            Safiya and Beevi Ashoora
10.    Role of Employment Guarantee Scheme in Enhancing
        Financial Inclusion: An Analysis of Wage Payments through
         Banks under MGNREGS
              Dr. V. Ramakrishnappa and Jagadisha T
11.    Green Marketing with Reference to Tourism in Coastal
         Karnataka
              Ms. Florin Shelomith Soans
12.    The Role of Commerce Laboratories in Imparting
         Employability Skills
              Dr. Preethi Keerthi DSouza and Dr. P. Pakkeerappa
13.   “Women empowerment through Self Help Group’s: A study
         with reference to Self Help Group’s in Mangalore District”
              Ms Bharathi R and Ms Helma Preethi Rodrigues
14.    Role of Microfinance through SHGs-A study of women
         SHGs in Kodagu district
               Ms.Shrikala K.K.
15. Awareness of Micro-Rural Insurance: A study with reference
         to Karkal Taluk of Udupi Disrict
                Vidyadhara Hegde S and Dr.Subhashini Srivatsa
16.   “Quality Human Resources and Quality Higher Education-A
         New Dimension”
                Dr.Chandramma.M
17.    Higher Education Reforms in India
             Chitra C.N.,  Dr. Munivenkatappa and Jagadhesh S.R.
18.    The GDP and Bank Credit Relationship in India -
         The Recent Trends and Implications
                Dr. Sukanya N.
19.    Health Insurance Policies: A Study on the Challenges
        Faced by the Beneficiaries of Government Health Insurance
         Services
                Ms. Vijaya saraswathi B.
20.    Bank Finance to Micro And Small Enterprises – A Study
         with Reference to Dakshina Kannada District
                Mrs. Avitha M Quadras and Dr. A. Raghurama
21.    Role of Rural Banking in the Financial Inclusion:
         An Issue of D.K District
                Dr. Achutha Poojary K.
22.    “E banking: Customer perception and risk issues”-A study
         with special reference to Mangaluru city.
                Helma Preethi Rodrigues and Bharathi R
23.    A Study on Awareness Towards E-banking Services among
        Undergraduate Students of Rural Areas of Mangaluru Taluk
                Malathy. K. and Dr. Subhashini Srivatsa
24.    Performance of the Commercial Banks in Rural Areas:
         A Look Back (A Study with Special Reference to SBI in
         Davangere District)
                Sowmya N.R. and Dr.Cirappa I.B.
25.    Agriculture Insurance as a Risk Management Stratery:
         A Study
                Prof. Y .Muniraju and Sona H.C.
26.    MSMEs in India: Challenges and Prospects
                Kushalakshi and Dr. A. Raghurama
27.    Gaining Competitive Advantage through Green
         Banking Strategy
                Dr.Shashikala. K
28.    Electronic Frauds with Reference to Automatic Teller
         Machine: Key Issues and Challenges
                Dr. Yathish Kumar and Mrs. Shailashree K
29.    Corporate Social Responsibility at BASF – A Case Study 
                Meenakshi Acharya and Dr.C.K.Hebbar
30.    Socially Responsible Investment: An Analysis of Selected
         Indian Commercial Banks
                Ramyashree M G and Dr.Ishwar P
31.    Corporate Social Responsibility and Perceptions of
         Displaced: A Study with reference to Potable Water
         Issues at Chelairu Rehabilitation Colony
                Jagadisha Bala and Prof. Y. Muniraju
32.    A Study on Importance of Ethics
                Asst.Prof.V.S.Kattimath and Asst.Prof.B.S.Patil
33.    An Insight into Organic Food
                Dr. Abbokar Siddiq and Mrs. Caroleena Janefer
34.    E-Waste and Management of E-Waste
                Dr.Parameshwara
35.    Health Care Entrepreneur of the Nation –National Health
         Mission is Transforming as Social Entrepreneur for
         Sustainable Healthy India
                Venugopal. H. S.
36.    Recent Developments and Performance of IPOs in the
         Indian Capital Market– An Empirical Study
                Dr Ishwara P
37.    An Overview of Census on Foreign Liabilities and Assets of
         Indian Direct Investment Companies
                Dr. Parameshwara    
38.    Portfolio Management: Investment Avenues
                Mahammad Irshad M
39.    Saving and Investment Habits-A Study on Savings and
         Investment Habits of Primary School Teachers
                Mrs.Rajashree Rao and Mr. Manu.D.L
40.    Recent developments in Indian Capital Market,
         Debt Market and Money Market
                Vittal Raya Pai
41.    “A Study on Insurance and Financial Planning for
         Professionals in Chitradurga” with special reference to ING
         vysya life insurance company pvt, ltd.
                Dr. Cirappa.I.B. and Leelavathi.K
42.   A Study on Employee Involvement in Construction Sectors 
                Dr. Y. Muniraju and Mr. Ajay Prakash
43.    A Study on Brand Loyalty of Consumers
                Dr. Y. Muniraju and Mr. Sharath Kumar
44.    Customer perceptions and Utility of Mobile Value Added
         Services: An Empirical Study
                Mr. Prasanna Kumar.M.G and Dr. Y. M. Raju
45.   The Impact of Atmospherics on Service Quality: A Study on
         the Hotel Industry in Mangalore
                Mrs. Reema Agnes Frank,  Mr. Melvin Dsouza and
                Dr. Rashmi Kodikal
46.   Perception of consumers towards online shopping: A study
         with reference to Mangalore City
                 Ms.Sowmyashree M
47.    Male Consumers’ Perceptions Towards Apparel Brand
         Image Attributes in Dakshina Kannada District
                Mrs. Rizwana Begum and Dr. K. S. Sarala
48.    A Study on Consumer Preferences and Awareness on
         Online Marketing in Rural Areas: Concerns and Effects
                Ganavi K K
49.    Service Quality, Customer Satisfaction and Loyalty in The
         Banking Sector
                C. J. Priya
50.    A Study on Role of Grama Panchayaths in Village
         Development in Mangalore Taluk: Research Agenda 
                Dr. Parameshwara
51.    A Study on “Impact of Digital Marketing Practices on
         Consumer Behavior in Indian Car Market”
                Mr. Mohammed Fayaz and Dr. BeeranMoidin
52.    The Role of Green Certification in Marketing of Green
         Buildings
                Sunitha Lizzie Pereira and Dr.Mustiary Begum
53.    Business Education and Employability Challenges and New
         Directions
                Nanjegowda H.G. and Sudarshan M.R.
54.    “Study on Consumer Behavior and Purchasing Attitude
         Towards Malls in Mangaluru”
                Saritha Crasta,  Suchitra and Akshith Kumar
55.    A Study on Rural Marketing Challenges and Opportunities
        in India
                Bhimanagouda.Patil
56.    Internet Marketing: Factors Influencing the Web Visitors’
         Behaviour - A Conceptual Study
                Hariprasad S and Prof. Y. Muniraju
57.    E-Business Models
                Hegde Lata Narayan
58.    The Role of Online Marketing in Modern Business
                Ranjana. N
59.    A Study on Consumer Behaviour in Online Shopping of
         Electronic Goods
                S. Ganapathy and Shaik Md Azarruddin.N
60.    A Comparative Study of Online Marketing and Offline
         Marketing
                Dechamma N.S
61.    Green Marketing “A Way Towards Sustainability”
                Runaz S. A.
62.    Green Marketing in India:  A Conceptual Framework
                Dr. Abbokar Siddiq and Datta Kumar
63.    Problem and Prospects of Rural Agricultural Marketing in
         Karnataka
                Dr Kumara B M
64.    The impact of Green Marketing on Consumer Satisfaction
         and Environmental Safety
                Srinath.B
65.    Role and Importance of Women Enterprenuership
                Soumya S.N. and Dr. Uday Kumar
66.    Role of Small Scale Industries in the Development of
         Entrepreneurship in Karnataka – A Case Study of M N
         Pickles
                Mrs. Ashwini.H.Bidaralli and Dr.Shekhar
67.    A Study on Awareness of E-Banking Services in India
                Naveen A,   Nischitha H and Pradeep S
68.    Emerging Issues in Economics and Management
                Divya Krupa
69.    Changing Trends in Rural Marketing
                Priyanka
70.    A Study on Public Retort towards Goods and Service Tax in
         India
                Dr. Yathish Kumar and Rajeshwari H.S
71.    Reward Management; A Tool for Organisational Efficiency
         a Conceptual Study
                Smitha D.K.
72.    Impact and Influence of E-banking on Rural Consumers
                Dr. C.K. Hebbar and Mr. Bhaskar A