Career Research Report on Marketing Profession in Retail Industry

This report provides an in-depth analysis of the marketing profession in the retail industry, including the skills, knowledge, and experience required for a career in digital marketing. It also discusses the general trends impacting the marketing profession, such as technology, psychology, social media, and globalization.

CAREER RESEARCH
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
ANALYSIS AND APPLICATION.................................................................................................3
General trends which would impact marketing profession.........................................................3
The knowledge, skills and experience needed for marketing profession....................................5
EVALUATION................................................................................................................................7
REFERENCES................................................................................................................................8
APPENDIX......................................................................................................................................9

INTRODUCTION
In the present research report I shall discuss about the profession of marketing within
retail industry. I am focusing towards developing a career in the profession of marketing so that I
can become a digital marketer. It is the most relevant field for the graduates because digital age
is rapidly growing (Chamberlain and et. al., 2020). Hence, marketing is the area in an
organisation that holds great importance because it assists in the promoting and advertising
products and services to the customers. So, in the existing investigation I will accumulate in-
depth information about the profession of marketing. The motive of the existing report is
creating an awareness in relation to the abilities, skills, knowledge and experience needed by me
as one of the graduates. These skills and knowledge are necessary for operating in the field of
marketing and this also involves general trends which is trending. I will also evaluate my
personal skills and areas of expertise so that it could help me in my career planning decisions. At
the end of the research, I will also tell that why marketing job is more relevant and appropriate in
comparison of other job opportunities in the current modern world.
ANALYSIS AND APPLICATION
General trends which would impact marketing profession
Nowadays, there is a great importance of fast growth and transaction because people
want their work to be get done in an instant manner. Digital marketing refers to the practice of
marketing which focuses on advertising and promoting products and services so that people can
make more number of purchases from the brand. With the assistance of digital marketing,
companies make digital brand by considering online marketing tools and techniques such as
search engine optimisation, e-mail marketing and social media marketing. Some of the important
trends which has direct impact over the profession of marketing are given below:
Technology: It is the element that directly influences the digital marketing because it
helps in putting updated information on a regular basis (Di Gregorio and et. al., 2019). The
advance technologies include in the digital marketing are: advance digital camera, lighting, audio
recording device etc. For the profession of digital marketing, it is quite necessary to have
relevant skill for operating these advance technologies. Marketing team needs to be aware about
the significance of internet so that they can reach large number of customers in a single time.

A graduate who want to make career in digital marketing should have great knowledge
about the advance and updated knowledge so that they can make attractive advertisement for
grabbing attention of the customers. It includes knowledge of advance technologies such new
and updated version of cameras.
Psychology: Marketing is the job role that focuses on deep understanding about the
motivation, behaviour, emotion and cognition of the customers so that products and services can
be easily tailored for meeting unrecognised needs of the customers (Heidig and et. al., 2018).
This also includes the employees who have great creativity so that work could be given
according to their capability. Digital marketing is the profession which also needs to understand
the behaviour of customers so that relevant channel can be considered.
A graduate should also have the capability of understanding about the behaviour and
emotion of customers so that they they can produce advertisement which can easily fulfil needs
and requirements of the customers.
Social media: The other trend that holds great importance in the marketing profession is
social media. Social media presence is quite significant for an organisation in the current time
because every customer is present on different social media handles. So, brands make attractive
social media profiles for improving their business level and motivating employees do the same
activity for engaging large number of customers (Kim and Kim, 2021). Digital marketers
conduct online marketing campaigns for attracting potential customers and maintaining present
ones.
A graduate who wants to build career as a digital marketing then that individual gets
impacted by the trend of social media. Graduates must be aware about the different channels of
social media so that they can put content on several channels of social media and create more
presence of the products in front of customers. Therefore, graduates must also be aware about the
social media influencers through which they can promote products and attract the followers of all
these influencers.
Globalisation: Globalisation is the significant trend that plays important role in the
profession of marketing. When companies do marketing then products and services of the
company get global reach. Hence, digital marketer should have knowledge of globalisation so
that they can promote products in such a manner that eventually help in grabbing attention of the

international clients (Kumar, 2019). Marketing is done with different languages and culture so
that international can also be get attracted.
A graduate also gets impacted by the globalisation who wants to make career in digital
marketing. As they should have skills to understand the language of different regions and respect
culture of different regions.
INTERVIEW
Q1) According to your opinion, what is the main trend within the job role of digital marketer?
Respondent 1: This respondent has said that social media is the main trend because it is directly
linked with the usage of different social media channels and increasing market share.
Respondent 2: This participant has answered that technology is the greatest trend for the role of
digital marketer because it it includes great and high quality videos and pictures. These can be
captured with the assistance of advance technology.
Q2) As per your perspective, which skill is most effective for the job role of digital marketer?
Respondent 1: This respondent has answered that communication skill is the greatest skill
because it helps in interacting with customers in a systematic way.
Respondent 2: This participant has said that problem solving skill is the most important skill
because it assists in getting solution at right time with great patience.
The knowledge, skills and experience needed for marketing profession
For the profession of marketing, there are certain skills and knowledge required so that
promotion and advertisement of the products and services can be done in a systematic way.
Some of the necessary knowledge and skill are briefly defined below:
Key skill Communication skill: For the success career of digital marketer, a graduate needs great
communication skill because marketing is all about conveying information to customers
about products and services in such a manner that they purchase the same product (Lahad
and et. al., 2018). It also includes writing as well as listening skill because for providing
what customer wants it is quite necessary to listen them first. Problem solving skill: The other significant skill in the marketing profession is problem
solving skill because digital marketers can see that their using method is not quite

relevant in attracting customers. So, a graduate needs to have the skill of solving
problems so that customer service can be improved. Tech savvy: Another significant skill for the position of digital marketer is tech savvy.
The digital marketing is fully technology driven because younger or millennial age are
using digital methods (Markova, Modliński and Pinto, 2020). A graduate needs to have
knowledge about the Content management system so that work can be done in an
effective and efficient way. Persuasive skill: A graduate should have persuasive skill through which they can
combine analytical thinking with problem-solving. This assists teams to come up with
several innovative marketing campaign ideas for driving business forward.
 Handling content and information: Content simply defines to the pictures, words and
other materials that customers see around them (Moorman and et. al., 2019). A digital
marketer must be able to find the content so that they can engage with customers in a
positive manner. This also includes organising and storing files on the devices in a
systematic way.
Key knowledge
 For working in the position of digital marketer, an individual should have knowledge of
customer relationship management strategies for monitoring and maximising customer
experience (Suh and Lee, 2018). With the great understanding of customer experience
and interactions, digital marketers could connect with customers on an emotional and
personal level towards improving business.
 A digital marketer should also have knowledge about the strategies of Search Engine
Optimisation and Search Engine Marketing. This assists in driving traffic to the website
of an organisation. This also facilitates in great execution of different marketing
strategies (Pedersen, 2020).
EVALUATION
As per the information accumulating in the research report it is evaluated that digital
marketer is the great position within marketing department for me. The main reason that has

influenced me towards the role of digital marketer is that it will help me in connecting with large
number of people in relation to the promotion of products and services. This will also assist me
in showing my creativity skill in front of people and grabbing their attention. Digital marketer is
of my potential choice as it is directly linked with the usage of advance technologies and social
media. The job opportunity of digital marketer is chosen by me in comparison of the other
opportunities because it includes updated knowledge and skills as per the changes happening in
the external environment. Digital marketer is the job role which is continuously emerging as
digital methods are developing and growing. Therefore, a graduate can get great success in the
profession of marketing.

REFERENCES
Books and Journals
Chamberlain and et. al., 2020. Facilitating an early career transition pathway to community
nursing: A Delphi Policy Study. Nursing Open, 7(1), pp.100-126.
Di Gregorio and et. al., 2019. Employability skills for future marketing professionals. European
management journal, 37(3), pp.251-258.
Heidig and et. al., 2018. Preference for a career in retailing: a question of personality. The
International Review of Retail, Distribution and Consumer Research, 28(4), pp.436-
453.
Kim, M. and Kim, E., 2021. The Effects of Internal Marketing and Career Motivation for the
PROTECTION of Dermatology Hospital Workers on Job Satisfaction and
Organizational Commitment. Protection Convergence, 6(2), pp.46-60.
Kumar, V.S., 2019. Career prospects in retail management and higher education-Courses,
careers, opportunities, challenges-Special reference to Karnataka.
Lahad and et. al., 2018. How can we change medical students’ perceptions of a career in family
medicine? Marketing or substance?. Israel Journal of Health Policy Research, 7(1),
pp.1-5.
Markova, M., Modliński, A. and Pinto, L.M., 2020. Creative or analitical way for career
development? Relationship marketing in the field of international business
education. Creativity Studies, 13(1), pp.99-113.
Moorman and et. al., 2019. Challenging the boundaries of marketing. Journal of
Marketing, 83(5), pp.1-4.
Pedersen, Z.P., 2020. Changing the Game: My Career in Collegiate Sports
Marketing. International Journal of Sport Communication, 13(4), pp.744-746.
Suh, Y.H. and Lee, Y.J., 2018. The Effects of Salesperson'Self-directed Career Management on
Firm's Marketing Competitiveness Advantage. Management & Information Systems
Review, 37(4), pp.271-287.

APPENDIX