Career Growth in Marketing: Future Trends, Skills, Knowledge and Expertise Required for Marketing Manager

This report discusses the future trends affecting the profession of marketing, the skills, knowledge and expertise required for a marketing manager, and self-evaluation for eligibility. It also includes a job advertisement for the post of marketing manager in well-established companies of UK.

CW1 – Career
Research Report

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK..........................................................................................................................................................3
Future trends affecting the profession of Marketing................................................................................3
Skills, knowledge and Expertise required for Marketing manager..........................................................4
Evaluation................................................................................................................................................6
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................8
APPENDIX.................................................................................................................................................9
Job Advertisement...................................................................................................................................9

INTRODUCTION
Career growth has major importance in the life of every student. After graduation,
individuals choose various areas of profession to be specialized in any particular field. They are
required to develop specialized skills and knowledge to grow in their respective profession. For
example, the profession of marketing deals with employing the strategies and techniques
required to attract the customers and develop a large customer base for increased profitability of
the business that the individual is working for. For ensuring growth in this profession,
individuals are required to develop the skills like communication and data analytics to get a
reputed job of marketing manager (Harada, Kashihara, 2022). The following report will cover
the career growth in the profession of marketing. It will cover the future trends affecting
marketing profession. Further, the report will also cover the skills, knowledge and expertise
required to be hired as a marketing manager for promoting growth in this profession. It will also
reflect self-evaluation of the skills to ensure eligibility for the job role of marketing manager.
TASK
Future trends affecting the profession of Marketing
The Trends in a particular profession or industry brings innovation in that field due to
which companies are able to create brand awareness in a diversified manner. It leads to creation
of job opportunities for marketing managers as well.
 Globalization: Globalization is the process of integration of economies of different
countries. As it involves easy access of business transactions between different countries,
it has increased the international marketing that contributes to increased sales for the
businesses. Globalization leads to global competition due to which companies tend to
develop cost effective methods of producing goods and services. It facilitates marketing
of the product of the company globally. So marketing managers need to develop
diversified knowledge of different countries’ diversities (Hari Prakash and et. al.,2022).
They are required to develop mobility to ensure access to customers internationally.
Globalization ensures the extension of technology and jobs across different countries.
Companies in developed countries get competitive advantage through globalization and

create job opportunities for marketing managers on a global level. So, for this
job, ,marketing managers need to understand culture of different countries, ensure access
to global supply chain and should develop skills to work in multinational marketing
teams.
 Personalization: By following the personalization, many companies are offering
customized product designs for their products and services. This is an emerging trend in
marketing segment. It helps the marketing managers in gaining knowledge about the
preferences of the customers that helps in increasing customer satisfaction and thereby in
enhancing their experience. Due to this, customers are more likely to visit the website of
that company. So, to become a perfect marketing manager, individuals need to develop
skills to be able to understand the diversified customers and their preferences according
to the trends of the market.
 Digital Technology : For better improvement in the services of the customers, the
emerging trend of digital marketing has a very major impact on the profession of
marketing. Digital Marketing includes email marketing and social media marketing. Now
a days, almost all businesses consider it imperative to use artificial intelligence in their
marketing strategies. It helps in connecting with both the current as well as prospective
customers for the business. Digital marketing facilitates in building large customer base
with the help of SEO( Search Engine Optimization) that helps in maximizing the
technical configuration of the website and in developing easier access for the customers
(Loey, Taha, and Khalifa, 2022). So, marketing manager needs to consider the trends of
digital marketing by analyzing its metrics and use of social media as they are tasked with
planning the promotional campaigns to promote the products of company that they can
develop through digital marketing in an efficient manner.
Skills, knowledge and Expertise required for Marketing manager
Skills
These are the abilities that that facilitate success in a particular field. For the job of
marketing manager, individuals need to develop a set of skills to become a proficient manager
and be eligible to be hired as the same. It will enhance their experience in marketing profession
and will contribute to career growth and thereby promote success. Some of the skills that they
need to develop are mentioned below :

 Leadership Skills: Marketing managers need to supervise the activities of different
departments. It is imperative to develop leadership skills to be able to set goals for
different departments such as customer service and IT department to guide them in
achieving those goals to increase customer base. Some leadership skills include setting
strategies for marketing and motivating employees of different departments in
implementation of strategies for increasing the productivity of the business.
 Technical Skills: To act as a Marketing manager, individuals need to have basic
understanding of technology in the marketing department. They should be able to use
specialized softwares and tools to allocate marketing content. Some of the technical skills
for this job include creating digital schedules and spreadsheets, analyzing the websites
and profiles on social media, proficiency in email marketing etc. (Lumban Gaol, Warnars
and Soewito, 2022).
 Organizational Skills: As marketing managers are tasked with handling multiple tasks,
they are required to develop organizational skills to manage all those functions
simultaneously. These skills facilitate in keeping the record of important information
regarding customers, products and services and strategies of competitors. Some of the
organizational skills include organizing marketing campaign to build customer base,
setting strategies, keeping track of information etc.
 Communication Skills: Marketing managers need to communicate with many people
including customers, colleagues, employees and suppliers etc. So, they should be able to
communicate effectively in presenting ideas and giving directions. They have to
communicate with marketing team, and have to response on the feedbacks of customers,
with press releases and have to develop positive relationships with the customers (Mala
and et. al.,2022). So individuals need to develop communication skills to be hired as a
marketing manager in well-established company of a developed economy for promoting
career growth.
 Creative Skills: Marketing managers must be able to develop innovative ways to spread
brand awareness for the company for promoting its products and services. They should
develop creative skills to attract more customers by unique ways of advertising the
products. So, to be recruited as a marketing manager, individuals are required to develop
unique ideas with artists and designers and develop ideas for promotional events and

programs. they need to develop creative skills for developing creative ways to distribute
the products of the company (Melacarne and Fabbri, 2022).
Knowledge and Expertise
 Expertise in UX Designing Skills : Managers convince the customers for purchasing
their products by offering promotions and incentives to them. It is the UX designers who
facilitate marketing managers by developing appropriate page layouts in designs to make
customers attractive towards the products and thereby increasing the sale (Peragine and
et. al.,2022). With the efforts of marketing managers, UX designers strive to make the
products desirable for the customers. So, individuals need to develop UX designer
expertise by creating knowledge of A/B tests techniques etc. for getting a higher scale
job in marketing profession.
 Knowledge of SEO and SME: Marketing managers should develop the knowledge of
digital marketing essentials. They should have expertise in SEO (Search engine
optimization) and (Search Engine Marketing). To maintain and handle this expertise with
the marketing team is a challenging activity for them. In the SEO and SEM techniques,
they need to get knowledge about content writing and blogging which are called ‘white
hat marketing techniques’ (Raghavendra Sai and et. al.,2022). So, individuals must be
expert in digital marketing with other marketing techniques to get fit at the post of
marketing manager.
Evaluation
For the job of marketing manager, it is imperative to develop required skills, knowledge
and expertise in marketing profession. Individuals need to have knowledge of digital marketing
and techniques of online marketing such as SEO and SEM. They must possess communication
and leadership skills for interacting with the customers and Marketing team. Development of
these skills and expertise will ensure career growth by providing them job opportunities in
marketing profession in well established companies of developed nations (Sathya, Manivannan
and Vaidehi, 2022). I am from the field of Marketing and want to develop my career in this
profession. Getting knowledge about the job advertisement (mentioned in appendix) for the post
of marketing manager in the well established companies of UK, I took it as an opportunity to
apply for the same. I am eligible for this job as I possess communication skills and leadership

skills. I am also creative and always organized. I have recently pursued a course in digital
marketing and blogging that will help me in satisfying the eligibility criteria for this job and will
promote career in marketing profession.
CONCLUSION
From the above discussion, it has been concluded that for making career in any
profession, individuals are required to seek knowledge and expertise in that particular field. They
need to develop specialized skills for getting opportunities in the job market related to their
profession. For example, in marketing profession, individuals must develop the innovative and
technical skills to get the job of marketing manager. They must have knowledge and expertise in
digital marketing and other techniques of marketing. They must evaluate the emerging trends of
their profession to be able to cope up with them. Individuals should do self-evaluation for
applying for the job of marketing professional or any other profession. It will enhance their
experience and will create further opportunities for promoting success in their career.

REFERENCES
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APPENDIX
Job Advertisement