Enhancing University Business Curriculum Using an Importance-Performance Approach: A Case Study of the Business Management Faculty of a University in Malaysia.

Purpose – This study seeks to investigate the potential gap between important dimensions of business graduates' attributes and the actual performance of these graduates in their post‐graduate employment. These graduates have completed a business‐related degree from the business management faculty of a higher education institution (HEI) located in Peninsular Malaysia. The dimensions of attributes and the performance of these graduates are considered in four broad areas, namely, knowledge, skills, abilities, and personality.Design/methodology/approach – A questionnaire seeking responses from managers reflecting their importance ratings of essential attributes for business graduates, and the corresponding performance ratings of the graduates in these attributes, was distributed to managers of all companies employing the graduates from the business school. Importance‐performance analysis was used to evaluate the managers' perceptions of these graduates and to determine their actual performance. The graduates'...

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