University-Industry Collaboration for Academic Success and Employability: A Connectivist Perspective

Despite the widespread recognition of university-industry collaboration benefits, a significant research gap exists in understanding the lived experiences of both students and industry practitioners regarding the effectiveness of feedback mechanisms and sustained employability development. Higher education institutions (HEIs) face growing pressure to equip graduates with industry-relevant skills to prepare them for the workforce. In marketing, where industry demands shift rapidly, university-industry collaborations can help enhance student engagement, academic performance, and employability. This study applies Connectivism Theory to examine how real-world industry engagement shapes students’ learning experiences. The research employed a qualitative approach, conducting three in-depth focus groups with marketing students and 16 structured interviews with expert industry guest speakers. Key findings revealed that students strongly valued hands-on experiences with industry-standard tools like Google Analytics and SEMrush, while advocating for more structured career preparation activities, including CV building and portfolio development. Industry speakers emphasized their role as knowledge facilitators but identified significant challenges, including time constraints, content alignment difficulties, and lack of interactive engagement opportunities. Both groups highlighted critical gaps in feedback mechanisms and called for more structured mentorship programs. Our study recommends strengthening partnerships through structured feedback loops, expanded mentorship, and industry-aligned education and certifications.