Career Research Report: Marketing Trends and Skills

This career research report investigates the marketing profession, focusing on the trends, skills, and knowledge essential for success. The report begins with an introduction outlining the research's purpose: to guide students in making informed career decisions. It then analyzes key trends like globalization, technology, psychology, and audience empowerment, highlighting their impact on marketing strategies. Primary research, including interviews with marketing managers, provides insights into the skills and knowledge required for the profession. The report emphasizes the importance of technological proficiency, communication skills, and adaptability. The evaluation section reflects on the findings and provides a pathway for students to enhance their skills and prepare for marketing roles, such as marketing assistant positions. Appendices include a job vacancy advertisement, and the report concludes with a list of references.

Career Research
Report

INTRODUCTION................................................................................................................................................3
ANALYSIS AND APPLICATION............................................................................................................................3
EVALUATION.....................................................................................................................................................6
APPENDICES.....................................................................................................................................................7
REFERENCES.....................................................................................................................................................8

INTRODUCTION
This main purpose of this research is to assist students for thinking related to their career
and making decisions for ideal career. This research would aim at compiling information to
investigate on the choice of career. I want my future profession to be in marketing because there are
many reasons why I want to be in such kind of profession. The first one it helps in analyzing
demand in the market for organization’s product and services and converting that particular analysis
into strategies and plans for promoting directly to individuals. Additionally, they search information
about individuals’ needs and wants and use that information for producing goods and services.
ANALYSIS AND APPLICATION
Trends in Marketing
Globalization: Globalization has been taking steady rise from a long time. In the world of
professionals, globalization has created a great impact on organizations, businesses and goods and
services are marketing. Market and people are expanding because of globalization which has also
increased the competition. The increased competition makes organization’s product to stand out,
this make marketers to think in a unique way to attract more and more consumers. Globalization
offers an opportunity to marketers to reach a variety of consumers than they have had in the past.
Marketing is adding value to the products and services according to the cultural and local needs of
the customers around the world. Many barriers of trade have been removed which has decreased the
import and export taxes which is assisting in easy transfer of goods and services around the world.
And it is also identified that development in one part of the country and world has the potential to
positively impact the economies of other part of the world (Fullerton, Brooksbank and Neale,
2019).
Globalization has created a great effect on the knowledge and skill expected from recent
graduates from college who desire to build career in marketing. Graduates must learn skills that
could be applied in anywhere in the world so that they can promote their products and services
globally. Many international organizations are adopting to develop marketing responsibilities and
duties by having marketing managers almost in every marketing location instead of single manager
at every department.
Technology: Technology is helping businesses to create instant exchange of information related to
the product and services which has made the job of marketing very easy and convenient. It has
come up with the latest way and methods to promote and market products which have also

increased the cost of procuring new and latest technology because it is necessary for companies to
have up to date technologies. To become more relevant in this competitive world it is necessary to
be strategic in technology planning and its use to stay cost effective. Nowadays activities of
marketing and production are fully automated, for marketing company uses social media and
websites like newspapers, different channels of advertisements, magazines, television and so on.
Companies are also focusing towards communication that is done in real time so that people can
learn about new ideas and innovations. Constant upgrade in technology is bringing new market and
raising the level of competition among companies as everyone is coming up with latest technology
to market their products so that they can reach higher number of audience (Oliver, 2017).
Technology has greater impact on the skills of freshly graduate students as organizations
expect from these students to have great knowledge about new technology so that they can apply it
practically to promote their goods and services to assist in capturing large market for the
organization. They must possess skills of understanding the usage of technology and techniques and
knowledge of various channels of marketing products like social media to advertise products and
services. By these skills they assist businesses to grow successfully globally and also help in
dealing with competition.
Psychology: Businesses and organizations are developing their products and services according to
the need, requirement, behavior and emotion of human. So it becomes necessary for organizations
to produce goods as per the requirement of audience (Ndubisi and Nataraajan, 2016). It has
developed the marketing strategy of businesses to attract more customers by giving them whatever
they want. Using marketing techniques that are mostly used and preferred by audience help in
targeting and attracting maximum customers. Having clear knowledge about preferences and needs
of people assist in selecting right technique of marketing.
The trend of adopting psychology in marketing is essential because it helps in making connection
with the customers as they would also think they are being valued by companies and buy more
products from them. So, organizations require those graduates who can understand and decode the
emotions and behavior of people so they can make marketing strategies according to them.
Organizations are considering psychology because it determines the customer satisfaction by their
reactions and responses for marketing channels it is significant in ensuring the growth, higher
profitability, revenue and development of an organization.
Empowerment of audience: Organizations have developed various channels of communication
that have taken by technology, consumers are given importance while designing product, choosing

marketing channels mostly preferred by them (Cambier and Poncin, 2020). These types of
initiatives build the strong relationship between consumers and company as they feel their opinions
matter in organizations.
So companies want those graduates who can involve and give importance while marketing their
products and services. And make audience believe that their products and services are safe.
Primary Research
For primary research, 5 managers from marketing profession are selected as participants to
know their opinions regarding the general trends which would impact the profession of marketing
and the knowledge and skills needed in marketing profession.
INTERVIEW
Q1 What are the general trends that would have an impact on marketing profession?
Respondent 1 Manager 1 as respondent says that technology is one of the trends that have positive
impact on marketing profession because by using latest technology organizations promote their
products and services to larger number of people.
Respondent 2 Manager 2 as respondent believes that globalization has high impact on profession
of marketing as it helps employees to produce and promote goods and services globally.
Respondent3 Manager 3 as respondent says psychology is also a trend because it assists in
understanding the behavior of humans regarding the products and services offered by businesses.
Respondent4 Manager 4 as respondent says that empowerment of audience is also a trend in the
world of marketing because it involves audience to know about their preference for marketing
organization’s product. Asking preference of consumers create feeling of being valued in them and
get attracted towards brand’s product.
Respondent5 Manager 5 as respondent says that competition is also a trend in marketing because
every business is trying to compete and get successful than their competitors. So it is necessary for
marketing professionals to work hard to get first at reaching high number of customers.
Q2 What are the skills and knowledge required for the marketing profession?
Respondent 1 Manager 1 says that in marketing profession, an individual must possess
communication skills because marketing is all about communicating goods and services of
business. So it is believed that one should know how to communicate to customers so that brand
can get success in competitive world.
Respondent 2 Manager 2 believes a person in marketing profession should know about different
channels of marketing that are beneficial in promoting goods and services globally. They should

know about small detail of these channels like social media has influencers who promote products,
television for advertisements and many more.
Respondent3 Manager 3 answers that a professional in marketing must have confidence to resolve
the different problems of consumers related to the goods and services without going against to the
policies and rules of a company. Because ultimate buyers are customers and their satisfaction is
significant for profitability of a business.
Respondent4 Manager 4 believes that an individual in marketing profession need good knowledge
of marketing like Microsoft office and internet because it assists in staying up to date about the
trends happening in the similar firms of an industry. It also helps in getting competitive advantages
where consumers prefer company’s product over competitor’s product.
Respondent5 Manager 5 believes that for an individual to work in marketing profession should
have experience in the field of administration, sales or have worked with companies who are
providing services to customers because they all make them more comfortable to work for
customers.
Skills, Knowledge and Experience
A graduate should possess particular with general skills that are must for getting success in a
professional career in the competitive world. For having clear knowledge there is an example
shown where a graduate desired in applying for the post of marketing assistant should require these
skills :
 Knowledge of latest technology of marketing
 Great management of resources like time and money
 Good interpersonal and communication skills
 Problem solving through creative ways
 Giving attention to smallest things
 Awareness of commercial
 Skills to work in team

The above mentioned are skills that are general in nature that should be possessed by an
applicant with apt academic qualification like graduation in statistics, marketing or business.
The role performed by marketing assistant are:
 Implementing various strategies of marketing
 Organizing campaign
 Maintaining and researching databases
 Researching about new market channels and many more
For getting the job of marketing assistant, the graduate should have experience in marketing
with companies, internships or through voluntary work. A graduate should also have
knowledge regarding rules and regulations followed by company to satisfy customers by
their products and services. They should also know the practically applying the strategies to
market their products and services to reach more customers globally.
EVALUATION
From the above given information it has been evaluated that there are different findings that
are connected to the profession of marketing. The industry of business is continuously changing
because of ongoing trends and latest technology. So as a graduate I have to make familiar myself
with all the latest technologies used by marketing team in an organization. Because these new
developments in myself assist in attracting companies which are offering marketing jobs. From the
above done research it is significant to learn skills related to computer for a profession in marketing.
In order to get my desired job that is marketing I have to improve my communication and
interpersonal skills with educational qualification. This is necessary because employers look for
those candidates who have apt educational qualification as well as other characteristics and
achievements that can make different from other graduates and students who did great in school.
Additionally I need to engage myself in improving my listening and writing skills. Also I have to
take participate in such types of events which can develop and improve my ability to work with
different team members. The profession of marketing is chosen by me because it is very interesting
and enjoyable job as I would get to know many people and learn about new technologies. I have
preferred this job because I like to talk to people and learn about their needs and requirements. The
jobs in marketing are emerging day by day because of its nature that is to reach large number of
individuals marketing is considered by businesses and companies. The job of marketing is never
ending job as promotion of products and services can never be stopped.

APPENDICES
POSITION VACANT
We require energetic young candidate fresher or experienced to fill a position of marketing
assistant for New Bridge Energy, the company manufacture and supply 6mm ENplus A1
wood pellets and is registered under biomass suppliers list. The marketing assistant would
be placed at Ruthin, North Wales.
Education Qualification
 Bachelor’s in Marketing, statistics and business
 Computer knowledge like Microsoft and social media platforms
Roles and responsibilities
 Capability to manage multiple projects
 Planning and implementing marketing strategies
 Able to work in a team as well as individually
The organization would provide competitive salary of £20,000 per annum and the job
type is full time with other benefits and allowances. Interested candidates can email their
resume on given email id.

REFERENCES
Books and Journals
Hanssens, D. M., 2018. The value of empirical generalizations in marketing.
Godin, S., 2018. This is marketing: you can't be seen until you learn to see. Portfolio.
Stubb, C., Nyström, A.G. and Colliander, J., 2019. Influencer marketing. Journal of
Communication Management.
Juárez, F. ed., 2018. Principios de marketing. Editorial Universidad del Rosario.
Tronvoll, B., Barile, S. and Caputo, F., 2018. A systems approach to understanding the
philosophical foundation of marketing studies. In Social dynamics in a systems
perspective (pp. 1-18). Springer, Cham.
Fullerton, S., Brooksbank, R. and Neale, L., 2019. Measuring the effectiveness of technology-
based marketing strategies from the consumer perspective. European Business
Review.
Oliver, P., 2017. The concepts of globalisation and culture. Globalisation, education and culture
shock. pp.10-20.
Ndubisi, N. O. and Nataraajan, R., 2016. Marketing relationships in the new millennium B2B
sector. Psychology & Marketing. 33(4). pp.227-231.
Cambier, F. and Poncin, I., 2020. Inferring brand integrity from marketing communications: The
effects of brand transparency signals in a consumer empowerment
context. Journal of Business Research. 109. pp.260-270.