The need to improve the professional skills of those with marketing degrees has spurred surveys of current students, alumni, practitioners, and faculty about the importance of various professional skills; however, previous surveys of marketing faculty have focused only on computer skills. To address this limitation, the goals of this study were (a) to identity marketing-related skills that students, alumni, and practitioners believe to be important; (b) to assess the importance that marketing faculty currently assign to these skills; and (c) to determine if faculty beliefs about these skills are longitudinally stable. The results of two original national surveys, fielded in 1995 and 2002, show that faculty view communication and cognitive skills as relatively more important than other skills and that faculty members' beliefs about the importance of different skills have not changed since 1995. Also, faculty beliefs fall into a stable structure of five basic skills groups--management, cognitive, communication, bridging, and interpersonal--which can be used as a framework to guide pedagogy and student assessment.