Career Research Report on Marketing Manager Profession in Retail Sector
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This report explores the key trends impacting the marketing manager profession in the retail sector, as well as the necessary skills and knowledge required for success. It also includes a job advertisement for a marketing manager position at Marks and Spencer.
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CW1 – CAREER RESEARCH REPORT
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TABLE OF CONTENTS 1. INTRODUCTION.......................................................................................................................3 2. ANALYSIS AND APPLICATION.............................................................................................3 2 A) General trends that are impacting on chosen profession/industry......................................3 2 B) Skills, knowledge and experienced required.......................................................................4 Five Personal skills.....................................................................................................................4 Two areas of knowledge and expertise......................................................................................5 3. EVALUATION............................................................................................................................6 CONCLUSION................................................................................................................................6 REFERENCES................................................................................................................................7 APPENDIX- JOB ADVERTISEMENT IN MARKS AND SPENCER........................................7 PRIMARY RESEARCH- INTERVIEW........................................................................................9
1. INTRODUCTION Marketing manager plays an significant role in promoting products and services of company so that it can enjoy high market share and profitability. In another words, marketing managerperformeddifferentfunctionsrelatedtoattractingmaximumcustomer'sinthe organization. So, the main aim of the report is to understand the key trends that impact marketing manager profession and what are necessary skills required by marketing manager to complete its task. Therefore, the report has covered crucial information related to trends impact profession and skills required by marketing professional through making use of primary and secondary method. 2. ANALYSIS AND APPLICATION 2 A) General trends that are impacting on chosen profession/industry There are numerous changes or trends in external environment that are impacting on profession of marketing manager in retail sector. Marketing manager needs to considered all these trends while completing its respective task in order to get higher success in future professional career. The relevant information related to impact of globalization, technology and complexity of consumer decision-making on marketing manager professional in retail sector is gathered from both primary and secondary sources (McDaniel and Gates, 2018). Such as: Globalisation:It is process through which countries across worldwide are becoming strongly interconnected with each others by increase in overall exchange of trade and culture. Now-a- days, many countries has started exporting and importing products and services to different countries in order to earn higher profitability. From secondary research, it has been find that this trends has directly impacted on marketing profession as manager has to formulate effective strategies related to promotion of products in international marketing. Moreover, it has lead challenges for marketing manager to identified strategies that could be fruitful in attracting diverse range of customer's (Hanlon, 2018).The primary research has helped in interpreting that globalisation lead in increasing competition level in retail sectors, thereby manager needs to find the way it can create differentiate positioning of firm. So, all overall it can be stated that globalization has influences on modern marketing profession. Technologies: There are various updatation or development in technologies that impact on marketing professional. Such as innovation in technology has forced marketing manager to make
use of digital platform in order to attract and retained maximum number of customer's within organization. Innovative technologies has contributed in making the work of marketing manager much easier as it is able to retained information of customer's, find alternative method to fulfil their needs. Moreover, through primary research it has been identified that marketing manager by use of technologies are able to provide more personalized experienced to customer's. Thereby it can be stated that innovative technologies has lead in decreasing overall cost and time of company to attract millions of customer's for benefits of organization. Complexity in consumers decision-making:It can be stated that consumers are most important individual for any organization as they are the one that make purchase of products and services to satisfied their respective wants. Due to varieties of alternative options provided by different companies in retail sector, consumers have more choice to select product or services of specific company (Eckhardtand et.al., 2019.). Theview has also supported by primary research, this trend has also impacted on marketing manager profession as it devote time, efforts and energy in order to understand consumer decision-makingprocess and identified alternative method about the way they are motivated to be part of organization. So, these two are basic trends that has impacted on marketing profession or helped in effectively promoting of products and services to range of customer's. 2 B) Skills, knowledge and experienced required Marketing manager in order to complete its respective task must have sufficient skills, knowledge and capabilities to induce customer's in the firm so that more revenue can be enjoyed by organization. Therefore, the key skills, knowledge and experienced that will be required by marketing manager can be stated as follows: Five Personal skills Personal skills are refers to hard and soft skills that are present in individuals that helps it in completing the task in the best possible manner. From both secondary and primary research, it has been identified that there are various personal skills required by marketing manager which can be illustrated as: Adaptability skills:The marketing manager needs to have adaptability skills so that it can easily adapt to recent circumstances and trends thereby lead in growth and success of organisation (Kumar,2018). Primary research, helps in understanding that marketing manager by easily
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changing its plan as per external environment can contribute company in retaining maximum market share in retail sector. Effective communication and networking abilities:Another key skills which needs to be present in marketing manager to enhance sales volume of company or add new customer's in the organization is communication and networking abilities. Manager must have capabilities to easily communicate all crucial information of organisation and its products to customer's so that they can take right decision. The respondent has also stated that manager must have networking abilities in order to influences large number of people in the enterprise. Creativity and writing skills:The secondary research helps in understanding that marketing professional needs to have creative and innovative writing skills as it will helps in identifying creative ideas to attract customer's. Furthermore, writing skills will contribute in making content that can easily induce people in the firm so that it can enjoy profitability. Analytical skills:It is fourth crucial skills which has to be present in marketing manager in order toaccomplishitsrespectivetaskinthefirm.Analyticalskillswillhelpsmanagerin understanding and analysis existing taste and preferences of individual thereby finding better strategies to meet them for expansion of firm (Morgan, Feng and Whitler,2018).Interviewer has also stated that analytical skills will contribute manager in decided effective strategies to influences customer's. Planning skills:The last and foremost skills which necessary for marketing manager of company is planning as it will help in deciding particular course of action or strategies that could be used to inform and retained customer's. The manager through planning skills is able to decide specific role performed by different staff and the way customer's needs will be satisfied for achievement of company objectives. Two areas of knowledge and expertise Marketing manager of company needs to have knowledge as well as expertise in two crucial areas such as sales and marketing and recent trends, preferences and wants of customer's. So that it can easily complete its task and attract maximum number of individual in the firm for longer time frame. So, the two areas in which marketing manager needs to have knowledge can be stated as: Sales and marketing: The manager must have knowledge and expertise in marketing and sales in order to promote products or services to diverse individual living in the society (Deepak and
Jeyakumar, 2019).Furthermore,the respondents hasstated it should have knowledgeof marketing strategy, sales techniquesand the way product needs to be demonstratedand information should be delivered. Therefore, knowledge and expertise in marketing and sales will lead company in gaining maximum outcome. Recent customer's wants: The second key areas in which manager must have knowledge and expertise is that., understanding of recent wants, needs or problem faced by customer's. Marketingmanagerthatare expertiseinidentifyingneedsof customer'scaneasilyfind alternative method to fulfil them. 3. EVALUATION It can be stated that there is vacancy of marketing manager in Marks and Spencer in retail industryofUnitedKingdom.Iaminterestedtoapplyforthesame,asIhavegood communication,analyticalandadaptabilityskillswhichwillhelpsmeincompetingthe respective task in the best possible manner (Marketing Manager, 2021). Moreover, I personal think this professional as interesting because it helps me in communicating with diverse range of people so that they can influenced towards the organisation. The choice of marketing manager in Marks and Spencer is related to my choice of industry as well as profession as it operate in retail sector of UK. At the same time, I like to make use of digital marketing to connect with range of people, analysis data and plan better strategies that helps in gaining better outcome for enterprise. As per my perspective, it can be stated that the job opportunities of marketing manager needs to be considered by other individuals as there are many companies that wants an manager that can manage and retained maximum customer's in the firm. CONCLUSION From the above report it can be stated that marketing manager profession is very good as each and every company required manager to promote its products, brand image to customer's so that it can generate revenue. Moreover, it can be illustrated that changes in trends and market conditions impact on profession as well as industry, so they need to be considered for betterment of organization. At last, it can be summarized that marketing manager of company needs to have diverse range of skills, knowledge and capabilities for contributing in expansion of enterprise in retail sector of UK.
REFERENCES Books and Journals Deepak, R .K. A. and Jeyakumar, S., 2019.Marketing management. Educreation Publishing. Eckhardt, G. M and et.al., 2019. Marketing in the sharing economy.Journal of Marketing,83(5). pp.5-27. Hanlon, A., 2018.Digital marketing: Strategic planning & integration. Sage. Kumar, V., 2018. Transformative marketing: The next 20 years. McDaniel Jr, C. and Gates, R., 2018.Marketing research. John Wiley & Sons. Morgan, N. A., Feng, H. and Whitler, K. A., 2018. Marketing capabilities in international marketing.Journal of International Marketing,26(1). pp.61-95. Online MarketingManager,2021,[Online].AvailableThrough:<https://www.google.com/search? ei=igJPYLucBJ2N4-EP18ue- Aw&q=vacany+of+marketing+manager+in+marks+and+Spencer+in+UK&oq=vacany +of+marketing+manager+in+marks+and+Spencer+in+UK&gs_lcp=Cgdnd3Mtd2l6E A>. APPENDIX- JOB ADVERTISEMENT IN MARKS AND SPENCER
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PRIMARY RESEARCH- INTERVIEW 1. What are the impact of key trend on marketing professional or retail industry of United Kingdom? 2. Impact of globalization, technology and complexity in consumers decision-making on marketing profession? 3. What are the key skills, knowledge and capabilities required by marketing manager to complete its respective task?