1. Workforce Comprehensive Curriculum Study
Research Team:
Dr. Mike Brady, College of Business
Dr. Susan S. Fiorito, College of Human Sciences
Alexis Allen, Ph.D. candidate, COB
Cinthia Satornino, Ph.D. candidate, COB

2. Challenge
The continued success of the retail industry depends on a qualified workforce. The challenge for universities is to determine what knowledge and skills retailers value and then produce graduates that possess these proficiencies.

3. Opportunity
The FRF is in a unique position in that it has relationships with both Florida universities and Florida retailers. By facilitating a dialogue between these groups, a general curriculum framework can be developed that addresses current workforce needs and provides the next generation of retail leadership in Florida.

4. Purpose
Goal: To develop a framework for a retail curriculum that would assist in providing a qualified retail workforce and the next generation of retail leadership in Florida. Objective: Determine the knowledge and skills of successful retailers and use this information to develop a curriculum at a University level to promote, enhance, and develop successful retail leadership.

5. Study Process Exploratory Research Pilot Study Online Survey Study
Benchmarking
Interviews
Pilot Study
Online Survey Study
Data Analysis
Deliverables
Report of Survey Results
General Curriculum Framework

6. Overview of Phase I & ii (Previously Reported)
Workforce Study
Overview of Phase I & ii (Previously Reported)

7. Phase I: Benchmarking Programs
Goal: To examine and assess peer and aspirational retail and merchandising programs throughout the U.S.
Methodology: Content analysis of 20 university programs in retailing, merchandising, and product development being offered throughout the U.S.
Results: Programs varied by required coursework, specializations/tracks offered, and targeted careers

8. Phase I: Benchmarking Jobs
Goal: To assess the current employment landscape in the retail industry
Methodology: Content analysis of 27 job postings from corporate websites and job posting websites (e.g., careerbuilder.com)
Results: Job postings varied by position, hard line/soft line designation, and desired skills

9. Phase II: Exploratory Interviews
Goal: To determine retail executives’ perceptions of recent college graduates’ strengths and weaknesses, as well as unmet needs of current retail curricula
Methodology: 13 in-depth phone interviews with FRF members of varying size and type
Results: Six general themes emerged

10. Themes from the Exploratory Study
Communication skills are critical
Need to be able to manage people – they’re not very good at it
Classes in accounting and finance are viewed favorably
Retail Math is a critical need
Internship programs are critical
Students are impatient

11. Current State of Retail Education
Respondents were satisfied with the retailing education of recent college graduates but expressed a desire for more of an integrated, broad-based retail education
“We recruit out of two schools – COB and Merchandising. In both cases, they have background knowledge that is valuable as they grow in their careers. From the B-school, the students have analytical background (statistics, etc.), so they can help build strategy. From merchandising, they have made the decision to get involved with retail. So they are ready to get involved with the realities of retailing.”

12. Current State of Retail Education
Other, similar sentiments.
“I think the business focus should be more broad so that you’re not limited to merchandising.”
“I think that a finance class more devoted to retailer finances would be beneficial.”
“I want to know that they’ve had some financial coursework … I think that’s necessary for people to move up in the organization.”
“The business/finance/accounting need to have a stronger focus.”

13. Phase iii (NEW) FRF Membership Survey
Workforce Study
Phase iii (NEW) FRF Membership Survey

14. Survey Development
Preliminary draft was reviewed by FRF representatives and RMPD faculty.
Revisions and comments were addressed and pilot questionnaire was developed
Pilot Study:
200 FRF members were randomly selected using a random number generator for each retailer line type
Survey was sent 10/5 and closed 10/14
A total of 6 responses were received

15. Survey Development Revisions were made from the pilot study results.
The final survey draft was extensively reviewed by all of the Workforce Council attendees at the October meeting

16. Main Data Collection Process
Surveys were sent to all able FRF members (2,556 members) in two waves. A drawing for an iPad 2 was used as an incentive for respondents. 65 responses were received – a 2.54% response rate.
First wave sent on 10/25/2011
46 Responses
Second wave sent on 10/31/2011
19 Responses

18. FRF Membership by Line Type

22. Respondents by Position Type

23. Workforce Study
Results

24. Respondents Who Hired College Graduates
220 Hires Were Made Within the Last 5 years (roughly one a year)
Store Level Positions: 77
25% Sales
22% Retail Management
20% Store Manager/Asst. Store Manger
Corporate Level Positions: 143
12% Management Trainee
11% Sales
10% Information Technology
10% Finance
9% Human Resources
Satisfaction with Hires = 78/100

25. Perceptions of Recent College Grads
Needs Improvement (M  3)
Meets Expectations ( 3 < M < 3.5 )
Understand financial statements/financial analysis
Unrealistic expectations
Willing to “pay dues”
Understanding the “big picture”
Knowledge of career paths
Merchandising
Verbal/written communication
Presentation skills
Leadership
Team management
Project management
Product knowledge
Entrepreneurship

26. Perceptions of Recent College Grads
Exceeding Expectations (M > 3.5)
Technology Skills
Innovativeness
Multitasking
Basic Retail Math

27. Skills Ranking
Employers often desire a blend of hard and soft skills. On average, the ideal blend of hard and soft skills: Soft Skills vs. Hard Skills 53% vs. 47%
Most Important Soft Skills
Customer Service
Leadership Skills
Verbal Communication
Most Important Hard Skills
Computer Competency
Product Knowledge

28. Most Important Soft Skills
% Ranked in the Top 5/11
Median
Ranking
Customer Service
78.9% 1
Verbal Communication
73.7% 2
Leadership
68.4% 3
Managing Others
47.4%
2.5
Written Communication
42.1%
Presentation Skills 4
* Skills are listed in order of a combination of columns 2 & 3
* For rankings: 1 = Most important

29. Hard Skills Most Important Hard Skills % Ranked in the Top 5/10 Median
Ranking
Computer Technology
78.9% 2
Product Knowledge
68.4%
Financial Analysis
44.7%
Store Merchandising
52.6% 3
Retail Math
60.5% 4
Forecasting/Trend Analysis
42.1%
3.5
Human Resources
26.3%
2.5
Project Management
36.8%
Supply Chain
* Skills are listed in order of a combination of columns 2 & 3
* For rankings: 1 = Most important

30. Desired Professional Experience
Most Important Experience
% Ranked in the Top 5/13
Median
Ranking
Leadership
68.4% 2
Retail Management
65.8%
Team Management/training
63.2% 3
Store Operations
47.4%
Marketing
26.3%
Administrative Support
Data analysis/reporting
34.2%
Merchandising management
44.7% 4
Finance/accounting
31.6%
3.5
Strategy Implementation
23.7%
* Experiences are listed in order of a combination of columns 2 & 3
* For rankings: 1 = Most important

31. Educational Criteria Specialized Certificates Internships
Certificates make job candidates moderately more desirable (M=3.6)
Most respondents were unfamiliar with specialized certificates (M=2.6)
Most respondents were neutral on whether or not certificates indicate higher skill sets (M=3.1)
Internships make job candidates significantly more desirable (M=4.2)
Internships provide valuable experiences (M=4.4)
More than one internship was slightly favored (M=3.3)
*Mean response rate shown in parens. Strongly Disagree = 1; Strongly Agree = 5

32. Most Important Coursework
Desired Coursework
Most Important Coursework
% Ranked in the Top 5/8
Median
Ranking
Consumer Behavior
78.9% 1
Accounting/Finance
76.3% 2
Merchandising
71.1%
Logistics/Supply Chain
55.3% 4
Product Development
Other
28.9% 3
Sourcing/Global Trade
15.8%
Textile/Apparel
10.5%
4.5
*Other courses include: Communications(3), Computer, Labor Relations, Managing People, Math, POS computer course, Sales, Work Ethic, Writing courses

33. Results By Primary Product Category
Workforce Study
Results By Primary Product Category

34. Overview of Results by Primary Product Offering Category
Several differences emerged across industries at the corporate level:
Services hired relatively more Finance and Human Resources positions
Soft Lines made up the majority of Allocator, Buyer, and Product Development positions
Hard Lines hired primarily for Management Trainee and Sales positions
Food and Beverage hired more at the Management Trainee position than any other position
There were far fewer differences at the store level, as all industries hired primarily for management and sales positions.

35. Overview of Results by Primary Product Offering Category
There was not significant variation across industries in the specific hard and soft skills that were valued by respondents
Similarly, there was little variation across industries with regard to desired professional experiences and activities with a few exceptions:
Hard Lines and Food and Beverage valued students’ having more than one internship
Soft Lines placed less emphasis on Marketing than other industries

36. Satisfaction and Skill Importance
by Primary Product Offering Category
Services
Hard Lines
Soft Lines
Food and Beverage
Unreported
Satisfaction
with Recent Hires
79.5%
74.0%
74.9%
63.3%
80.0%
Hard Skills Importance
52.0%
40.0%
44.4%
44.3%
42.0%
Soft Skills Importance
48.0%
60.0%
55.6%
55.7%
38.0%

37. Conclusions and Recommendations
Workforce Study
Conclusions and Recommendations

38. Conclusion 1:
Current programs address textile and product development needs for retailers. To supplement the current supply of graduates from textile/fashion-focused programs, university retail programs should enhance existing curricula to emphasize an integrated, broad-based skill set.

39. Conclusion 2:
While most graduates meet expectations of entry level retail positions, issues of their awareness of career opportunities in the retail industry could be expanded. Unrealistic expectations of what a retail career entails and general unwillingness to “pay their dues” were identified by those who did not graduate from merchandising or retail certificate programs.

40. Conclusion 3:
Hard skills and soft skills are both valued. Curricula should focus on cultivating both types of skills for all graduates.

41. Conclusion 4:
Internships are critical in making graduates more attractive to retail employers. Preparing students to make the most of their internships is a necessary part of a comprehensive curriculum.

42. Curriculum Framework Recommendations
Framework Features:
Multiple tracks to address diverse needs of retail employers
Integration of merchandising, retailing, and business core courses
Cornerstone/Capstone courses and experiences for career awareness and expectations management

43. Cornerstone Fundamentals
Focus on
Career path options
Organizational skills
Ethics and legal
Additionally, (for ALL tracks)
Communications: Presentation skills, written and electronic communication
Analytics: Retail math, finance, accounting, trend analysis

44. Capstone Fundamentals
Focus on
Internships
Leadership skills
Experiential Learning: Retail simulation
Retail Strategy

46. Thank You!
*Special thanks to Rick McAllister, Tom Petrillo, Dean Billie Collier, Dean Caryn Beck-Dudley, and Dr. Mary Ann Moore