Career Research Report: Skills and Knowledge Required for Marketing Manager in Retail Industry

This report provides insights into the skills and knowledge required for a marketing manager in the retail industry. It covers the latest trends in marketing, including globalization and technology, and key skills such as communication, leadership, and creativity. The report also includes an evaluation of the career prospects in marketing.

Career Research Report

EXECUTIVE SUMMARY
The existing research is conducted for developing a proper understanding about the
different profession available to build a great future. The information is related to the
professional in marketing and the various job position available in the field. in this report
both primary and secondary data is collected so that proper knowledge can be obtained in
developing a sound future as marketing manager. This report will cover topics related to
general trends which will impact the marketing in retail sector and also Skills, Knowledge
and experience required to become a marketing manager. In the last part of this report a
proper evaluation is made in order to build a better future in marketing field.

Table of Contents
EXECUTIVE SUMMARY....................................................................................................2
INTRODUCTION......................................................................................................................4
ANALYSIS AND APPLICATION...........................................................................................4
General trends which impacts marketing in retail industry...................................................4
Skills, Knowledge and experience required...........................................................................5
EVALUATION..........................................................................................................................7
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9
APPENDIX 1...........................................................................................................................10
APPENDIX 2...........................................................................................................................10
APPENDIX 3...........................................................................................................................11

INTRODUCTION
A retail industry can be defined as the sector which deals in selling goods and services
to the buyers, in comparison to wholesaling. A retailers purchase goods or commodities in
large amount from the manufacture or producers and then directly sale it to the consumers in
small section to earn great profit. Marketing in retail industry is that process which deal in
promoting and advertising their product to the market so that they can attract customer
towards their brand. Basically this activity focuses on enhancing sale and profit margin of the
company. Some of the marketing activities are advertising, packaging, selling, after sale
service and many more. My professional in the upcoming year will be marketing manager in
a retail firm. I have selected marketing managers my future career because in recent time this
profession will has great growth and scope (Becker and Jaakkola, 2020). One of the reasons
is that it will provide me an opportunity to make connection with new people and develop
various skills. Another reason for opting marketing is that it will directly engage in promoting
and advertising goods and services in market. This professional will also assist in developing
a basic understanding about the needs and wants of the buyers in order to fulfil their demand
in greater manner. Whereas, this will also aids in grabbing attention of the buyers towards
the company which is helpful in gaining more market share. So according to my eye
profession in marketing will have great future and will also provide ample opportunity to me
to develop my career in sound manner (Morgan, 2019). As a marketing manger various skills
will be developed in me, which are dealing with different people, gaining knowledge about
market scenario, developing understanding related to various product and their availibity in
market. Thus, career in the field of marketing will provide great number of opportunity. In
this report detailed insight has been made about the knowledge and skills needed in the
profession of marketing manager (Palmatier and Sridhar, 2020). The sector which is covered
in this is retail industry. 2 mangers from H&M is selected as representative because they have
knowledge regarding the marketing profession in retail sector. The current report will also
use primary and secondary data in order to gain appropriate and relevant information which
can be assemble in systematic manner. This will also help in knowing the importance of
developing career in marketing domain.

ANALYSIS AND APPLICATION
General trends which impacts marketing in retail industry
There are various trends which an impact marketing of the retail industry some of them are
discusses below:
Globalisation: The foremost trend is globalisation which directly impact marketing
career in retail sector. Globalisation in the nation has opened gate to avail opportunity in
order to advertises companies product. With the adoption of globalisation in business, level
of competition in the market enhanced and this tends to make production at fast pace, pricing
of goods and services accordingly, adopting various new technology and many more. In
recent time customer are the king of the market which wants quality goods and services. So
the marketing manger tries to advertise product in by showing high quality. Marketing of
goods also enhanced due to decreases in exporting and importing taxes (Tanrıvermiş, 2020).
Globalisation in retail industry also affects the skills and knowledge requires by latest
graduate in marketing filed. Graduates have significant knowledge about the advancement of
technology which helps in promoting goods and services in effective and efficient manner.
They also posses skills about the needs and wants of customer as per their culture and
society.
Technology: Another largest trend in marketing profession within retail sector is of
technology. In today’s business world competition among rivalry is so high that it is
necessary for the retail firm to have advance technology which helps them to gain
competitive advantage. Technology in business makes operation and work in smother and
flexible way. In marketing technology plays a vital role because it helps in building
connection, assist in effective communication, knowing taste and preference of buyers
belongs to variety of location and culture. In technology advancement, internet is that aspect
of marketing which uses various social media platform to promote goods and services. With
the help of social media organisation can interact with buyers in real time (He and et. al,
2020).
Technology also impact profession in marketing because it aids in building
market share. The recent graduates who has the ability to change as per need of time, can
uses various social media site.

Skills, Knowledge and experience required
There are different knowledge and skills need to be acquired for performing the role
of marketing manager in retail sector. Some of the effective skills, knowledge and
experienced required by marketing manager is discussed below:
Key skills:
 Communication skill: Senior marketing supervisor need to have great
communication skills because it helps them to reach with the target customer in
greater way. They are those person which is highly responsible for making
connection with buyers. They must possess the skills where they can easily
communicate their message to buyers as well as can also know what there customer
needs (Micheaux and Bosio, 2019).
 Multi tasking skills: Another major quality those marketing managers have is they
need to ne multi tasker who can perform various activity at particular point if time.
This will helps them to act like a machine who can solve problem easily (Vasconcelos
and Balula, 2019).
 Listening skill: As a marketing manger they must have listening skill because it will
assist them in listening their target customer in more appropriate manner. Having this
skill is necessary as it will tell marketing manger about the product or service
demanded by consumer. Mangers should have patience because it will aid them to
give attention to each and every minute detail.
 Creative and innovative skills: One of the most important skills that marketing
manger needs to have is a creative and innovative skill. They should have creative
mind set with lost of new idea and thoughts. Because this will aids them to advertise
or promote their goods and services in unique manner to their buyers. Through this
they can also attract lots of customers toward their company and build their good
market image (LeClair, 2018).
 Leadership skills: having leadership skills is must because this helps in providing
proper guide to supervisor about the work. Leadership skills help them to align
marketing activity with the goals and objective of the organisation. Leadership skills
in marketing manger will also boost the morale of employee so that they can perform
their work in more dedicated manner.

INTERVIEW
Q1) As per your opinion, what are the latest trends within marketing sector?
Manager 1: Manger one of H&M has answer that globalisation of product is the latest
trend in the marketing profession because the recent pass out has greater knowledge
regarding culture, ethics, language of the buyers from different nation.
Manager 2: Manager two of H&M has said that technological advancement is the largerst
trend as it helps in advertising goods and services in more innovative way as well as also
helps in analysing the needs and wants of buyers.
Q2) What are the key skill and knowledge needed by marketing manager within retail
industry?
Manager 1: Manager 1 from H&M said that creative and innovative skills in managers
must be the key skill that they have because it will assist them to promote their goods or
services in unique manner then that of competitor.
Manager 2: Manager 2 from H&M answered that marketing manger should have
leadership skills because it will guide the workforce to perform certain task in right manner
with full enthusiasm. They will also helps in making connection between the individual
goals with organisational goal.
Key Knowledge:
 Conceptual Skill: This skill is significant for the marketing manger because it will
help them to think in abstract manner and formulating new unique ides. This also help
them to operate their business in effective manner with analysing the business
problem (MacKenzie, 2021).
 Technical Skill: Another skill which helps the marketing professional is having
enough knowledge regarding the different types of technology. Knowledge regarding
software, machines and various tools for marketing so that they can use in their
business.
EVALUATION
The existing investigation has helped me a lot in determining the various skills and
knowledge requires to develop professional career in marketing within retail industry. There
are so many vacant jobs available in marketing within retail industry. Marketing manger need
to have creative and innovative ideas which assist in promoting goods and services in the

market (Brennan, Lu and von der Heidt, 2018). The vacancy which is added in present report
is of marketing manager. I am looking for job in marketing because i have creative mindset,
marketing also a significant scope in recent time within retail sector. In my opinion, I can
make successful career in marketing profession within retail industry.

CONCLUSION
As per the above accumulated information in this report, it iis concluded that
marketing profession has great scope in future because this is one field which keeps on
growing. Technology and globalisation are the latest trend in marketing manger within the
retail sector. Various skills also required in this which are communication, leadership, multi
tasking and many more. Therefore career in marketing professional will have great success
and growth.

REFERENCES
Books and Journals
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and
implications for research. Journal of the Academy of Marketing Science. 48(4).
pp.630-648.
Palmatier, R.W. and Sridhar, S., 2020. Marketing strategy: Based on first principles and data
analytics. Bloomsbury Publishing.
Tanrıvermiş, H., 2020. Possible impacts of COVID-19 outbreak on real estate sector and
possible changes to adopt: A situation analysis and general assessment on Turkish
perspective. Journal of Urban Management. 9(3). pp.263-269.
He, P., and et. al, 2020. COVID–19’s impact on stock prices across different sectors—An
event study based on the Chinese stock market. Emerging Markets Finance and
Trade. 56(10). pp.2198-2212.
Vasconcelos, S.V. and Balula, A., 2019. Teaching English to Marketing Students: Bridging
the Gap Between Academic and Real-World Skills. In Evaluating the Gaps and
Intersections Between Marketing Education and the Marketing Profession (pp. 162-
183). IGI Global.
LeClair, D., 2018. Integrating business analytics in the marketing curriculum: Eight
recommendations. Marketing Education Review. 28(1). pp.6-13.
Brennan, L., Lu, V.N. and von der Heidt, T., 2018. Transforming marketing education:
Historical, contemporary and future perspectives. Australasian Marketing
Journal. 26(2). pp.65-69.
MacKenzie, L., 2021. Using Web Site Scraping To Match United States Virgin Island
Employers’ Job Skill Requirements With Marketing Curriculum and Course
Development at the University of the Virgin Islands. Available at SSRN 3787083.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-
driven marketing as a service. Journal of Marketing Education. 41(2). pp.127-140.
Morgan, N.A., 2019. Researching marketing capabilities: Reflections from academia. AMS
Review. 9(3). pp.381-385.

APPENDIX 1
Q1) As per your opinion, what are the latest trends within marketing sector?
Q2) What are the key skill and knowledge needed by marketing manager within retail
industry?
APPENDIX 2

APPENDIX 3