Market Orientation in Universities: Bridging Academia and Stakeholder Expectations

Article Authors: Lamaro, G., Okello, J. H., & Musisi, B. (2025)

    • Abstract


    This study explores the market orientation practices at Gulu University, Uganda, to understand how the institution aligns its academic programs with the needs of external stakeholders, such as employers, and enhances stakeholder satisfaction. Using a qualitative approach, data were gathered through semi-structured interviews, focus group discussions, and document analysis involving faculty, students, employers, and community leaders over a ten-year period (2013–2023). Findings reveal that Gulu University has made significant efforts to align its academic offerings with local job market demands, especially in fields like Information Technology and Business Administration. However, programs in areas such as the humanities were criticized for being less market-responsive, with graduates in these fields often lacking necessary practical skills. Both employers and students noted that while some programs were beneficial for job preparation, others felt outdated and disconnected from industry needs.

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    Bibliographical metadata

    Journal International Journal of Advanced Research, 8(1)
    Publisher EAST AFRICAN NATURE & SCIENCE ORGANIZATION
    Volume 8
    Issue No. 1
    ISSN 2707-7810
    DOI https://doi.org/10.37284/ijar.8.1.2670
    Related Faculties/Schools
    Affiliation

    1 .Gulu University, P. O. Box 166, Gulu, Uganda.

    2 .Makerere University, P. O. Box 7062, Kampala, Uganda.
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