Career Viewpoint: Analysis and Application in Marketing & Brand Management

This career viewpoint explores the analysis and application of marketing and brand management. It discusses the general trends in marketing and brand management, as well as the skills, knowledge, and experience needed in this field. The report also evaluates career opportunities and provides insights for achieving personal and professional goals.

Career Viewpoint

TABLE OF CONTENT
1. INTRODUCTION....................................................................................................................3
2. Analysis and Application.............................................................................................................3
2.1 General trends in Marketing & Brand Management.............................................................3
2.2 Various skills, knowledge and experience needed in marketing and brand management.....4
3. Evaluation....................................................................................................................................6
4. CONCLUSION............................................................................................................................6
REFERENCES................................................................................................................................7
6. Appendices..................................................................................................................................7

1. INTRODUCTION
Career viewpoints help in identifying various key options, opportunities that are available for
me in future career so that I can accomplish my personal objectives. It helps me to evaluates and
analysis skills that I need to improve to get reputable position in huge organisation in future
career. It also required to understand my existing learning skill, knowledge and capabilities or
weakness that need to be removed in order to get more success in professional career.
The report is made with an aim to set career goals, the way they can be achieved or method
that can be used by me to pursue career in marketing and brand management. Employer while
hiring suitable candidate within organisation identify existing skills and talent of individual so
that it can perform task in most effective manner. So, report is made to gather information related
to various career opportunities and skills that are required for getting job in specific organisation.
This report has provided me opportunity to share my knowledge, skills and experienced which I
have gathered from recent graduation in marketing field. It also contributes in finding future
steps that I need to take for achieving my personal and professional goals.
2. Analysis and Application
The report has been made by conducting form primary and secondary research and reference
from relevant sources so that accurate information can be gathered about profession in brand
management (Colladon, 2018). It has explained key main points such as recent trends in
marketing and brand management and various knowledge, experience and skills that are present
in graduate for performing marketing activities and effective management of firm brand image.
2.1 General trends in Marketing & Brand Management
As per view of brand is that which customers can feel, think and experienced or see
values of products and services that motivated individual to select specific company as compared
to another.
Brand management is necessary for every organisation as it contributed towards long
term growth and survival of enterprise by attracting existing as well as new customers to make
purchased. Marketing manager plays important roles in managing brand of company in order to
increase overall sales and profitability of firm. Therefore marketing manage put its best efforts to

build strong brand image of enterprise by fulfilling needs of each individuals in best possible
manner.
Innovation and development in technology: Most of the people are becoming aware of recent
development and changes in technology so that they have forced many companies to use digital
media to market their products and services. Company by marketing its products through digital
medium have satisfied needs of customers beyond their expectancy as they spend much of their
time playing games watching video in various social media. Therefore digital media and various
applications have contributed in increasing awareness among large number of people within
limited time frame (Mouton, 2018). Marketing manager by using innovative technology or
digital media can influence customers through attractive content, image and positive feedback of
previous customers. Therefore digital technology is one of the recent trend that have impacted on
customers choice and enhancing brand image of enterprise.
Globalisation: It is another trend that have impacted on brand management and marketing
therefore company that need to build and retained strong brand image has to formulate various
strategies to remove challenges and make optimum utilisation of opportunities for growth and
success of firm. Company through making changes in its operation and strategies as per external
environment is able to gain competitive advantages and retained its brand image in minds and
hearts of people.
Information system and increase in commercial awareness: It can be stated that most of the
company in order to retained their market position in global market are using information
technology to analysis and evaluates various data and information about its existing customers
bases, revenue and strategies of competitors to attract its customers for their benefits (Campelo,
2017). Information technology helps in better understanding of facts and data so that accurate
decision can be taken within limited time by firm to grow and survive in competitive market
condition. Thereby such data helps in maintenance and development of strong brand image of
company in global market so that it can earn more profitability.
2.2 Various skills, knowledge and experience needed in marketing and brand management
There are various skills, knowledge and experienced is required by individual to get
position in marketing and brand management as per my primary and secondary research that can
be illustrated below:

Emotional Intelligence: It is types of skills which helps individual to control or manage various
emotion so that different challenges can be eliminated and optimum utilisation of opportunities
can be made. Such people have capability to think positively, develop strong and effective
relationship with other people as they can easily understand feeling, emotion and view point of
others (Keegan, 2017). Therefore it is one of the most important skills that need to be presented
in marketing and brand management manager for effective growth and success of enterprise. It
can be stated that marketing is stressful career so individual must have capabilities to bear stress,
meet deadline and resolve various problem of their subordinated or team member so that
customers can be influence to take accurate decision.
Strategic or analytical thinking: Brand manager need to think analytically and strategically to
identify various alternative options that are available for company to take competitive advantages
by taking minimum amount of risk. Marketer need to think create and innovative before
implementation of strategies for effective positioning of brand image in market. It need to
conduct research and effective analysis of various information to know about recent needs of
customer or to make logical and accurate decision for benefits of firm.
Communication skills: It is one of the basic and necessary skills which need to be presented in
each individual so that it can easily share its views, ideas and opinion to other people. Marketing
manager need to have effective communication skills in order to induce individual to perform
task as per its intention so that overall goals of enterprise can be attained (Swanwick, 2018).
Professional communication is required by marketing manager to share its necessary information
to large audience so that strong brand image and sales of firm can be enhanced.
Creative thinking: In marketing individual have to think ideas out of the box so that people can
be effective influenced to select respective company as compared with other competitors in
market. It should be able to find creative solution, strategies that can contributed in effective
development and management of brand image in minds of large individual.
Technology skills: There are various changes and innovation in technology so marketer need to
have sufficient knowledge about recent technology that can be used to meet customers
expectancy. Technology skills helps marketer to gather diverse information about marketer in
less cost so that effective strategies can formulated for achievement of company goals. Therefore
marketing manager need to have knowledge and skills of innovative technology to promote its
products through digital media so that firm can retained its market positioning.

Marketing and brand management need to have knowledge and expertise in Business
awareness and Strategic marketing so that it can know about various recent trend, resources that
are required for completion of task and satisfaction of customers requirements (Jentzsch, 2017).
It need to be expertise in managing business and strategies that can contributed towards better
growth and success of firm.
3. Evaluation
It can be critically evaluated and analysed from above that there are several vacancy in
reputable organisation such as Marks and Spencers that offers graduate candidate to apply for
respective position in firm (M&S Careers, 2019). It deals in varieties of products and services
such as home, personal care and clothes or financial services to meet requirements of diverse
individual that live in particular society. It can be stated that one of great opportunities for my
future career was Graduate program as it have contributed in development of new skills and
capabilities. Program has described that all knowledge and skills will be trained to individual
about customers insight, marketing mix and brand management (Swaminathan and et.al., 2020).
I was given training in M&S of 18 month about the way relationship can be maintained with
customers that helps in enhancing my experienced and interest in specific field. Thus, it provided
me valuable experienced and opportunity to proceed by career as marketing manager in highly
reputable organisation. Therefore as a graduate only the training has motivated to select one of
my future career in marketing and brand management as I have practical experienced.
4. CONCLUSION
It can be concluded from about report that there are several trend that impact marketing
and brand management that need to be known by marketing manager for smooth operation of
enterprise. Marketing and brand manager need to have several skills and expertise or knowledge
in field so that it can inspire large number of customers to be part of such a organisation. Thus at
last I want to state that report has enhanced my skill and confidence level to proceed my career
as marketing and brand management in order to achieve my respective objectives.

REFERENCES
Books and Journals
Campelo, A. ed., 2017. Handbook on place branding and marketing. Edward Elgar Publishing.
Colladon, A .F., 2018. The semantic brand score. Journal of Business Research, 88. pp.150-160.
Jentzsch, N., 2017. Secondary use of personal data: a welfare analysis. European Journal of Law
and Economics, 44(1). pp.165-192.
Keegan, W. J., 2017. Global marketing management. Pearson India.
Mouton, E., 2018. The effect of internal brand management on brand commitment and brand
trust.
Swaminathan, V and et.al., 2020. Branding in a hyperconnected world: Refocusing theories and
rethinking boundaries. Journal of Marketing, 84(2). pp.24-46.
Swanwick, T., 2018. Leadership, management and the flexible career. Flexible Working and
Training for Doctors and Dentists: Pt. 1. 2007, p.13.
Online
M&S Careers (2019), Marketing- Graduate Programme [Job Advertisement], Available
at :https://jobs.marksandspencer.com/job/london/marketing-graduate-programme/
8944/3061660(Accessed: 26 March 2019)
6. Appendices
1. Appendix 1. Marketing Graduate Role