Compatibility between the demands of the industrial market and the performance of business administration students

This study aimed to analyze divergences and convergences between the learning of graduating students from the Business Administration course at a private college located in Capivari, São Paulo, and the demands of the city's industrial market. The research was developed in two stages. The first stage was a quantitative field study using a structured questionnaire with 27 closed and three open-ended questions, answered by 13 industries, in order to understand the demands placed on administrators. Subsequently, a semi-structured questionnaire with 35 closed and one open-ended question was developed and answered by 24 final-year Business Administration students to diagnose their performance in relation to the content taught in class and the content presented to the companies. In the second stage, through an interview with the director of the college studied, the institution's positioning regarding the course and the market was diagnosed. The results revealed a significant divergence between the two areas; however, topics such as marketing mix strategies and the Customer Relationship Management (CRM) tool stood out positively in both industry requirements and student performance. Similarly, the Material Requirements Planning (MRP) tool and industrial location methods stood out negatively, a trend repeated in both perspectives.