Career Research Report on Marketing Sector Jobs and Trends

This report discusses the recent trends and skills required for marketing sector jobs. It covers the use of AI and chatbots in advertising, as well as the importance of flexibility, emotional awareness, intuition, communication, and collaboration attitude. The report also includes insights from interviews with marketing professionals from Unilever and Sainsbury.

CW1 Career Research
Report

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Analysis and Application.............................................................................................................1
Skills and Knowledge Required for the Marketing Sectors Jobs................................................2
Knowledge...................................................................................................................................3
SEO Tools....................................................................................................................................3
Evaluation....................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6
Appendix..........................................................................................................................................7
Summary......................................................................................................................................7

INTRODUCTION
In today’s society, advertising companies are on the increase. To gain an advantage over
their competition, every brand is working mostly on innovative brand advertising. Businesses’
fighting each other in internet advertising is increasingly a typical occurrence. As the demand for
innovative marketing grows, organisations are exporting and engaging with third-party
advertising firms rather than retaining advertising in-house (Amatulli and et al., 2017). As a
rookie, the advertising executive position is in high desire and simpler to obtain. The advertising
profession routinely attracts new talent, making it an excellent place to start a professional future
for any recent graduate. This research will discuss about the contextual employment outcomes in
connection from their own career, as well as collect and analyse relevant career and labour
market data.
MAIN BODY
Analysis and Application
General Trends in Marketing Sector- Companies are implementing new modifications
and embracing events and make their firm more recognised and famous with consumers as the
advertising field evolves. This season's phenomena are digital advertising, and that there are
emerging innovations to watch. The following are the most important promotional strategies
presently:
 AI (Artificial Intelligence) is the best technology for marketers. AI aids in the
identification of potential markets and the customization of adverts for those markets. On
the site, the advertiser is in charge of identifying phrases and buyer segment. The convert
ratio is much less, and the expense of acquiring a client is lesser. Programmatic
advertising is preferable because it only targets prospective clients and lowers client
acquiring costs. It is also easy to find the prospective marketplace because AI
technologies make it simple to determine the intended group and post in the appropriate
location (He and et. al., 2020).
 Chatbots are by far the most important advertising component of a company. Each client
expects a quick answer. Companies that fail to reply quickly risk losing a client to a

competition. People, on the other hand, are unable to reply in such a timely manner.
Chatbots are taped or handwritten automatic responses to specific queries. The most
typical and regular questions are determined, and the marketing rewrites the responses.
Even if the service supervisor is unavailable, the client will receive a prompt answer.
Chatbots are an extremely useful and significant resource for organisations. With the
introduction of chatbots, advertising has taken on a whole new meaning. This growth is
likely to continue for a long period of time because it helps both businesses and
consumers (Matsouka and Mihail 2016).
 Television advertising is a really old method of business and advertising. Historically,
television advertisements have been the most useful and easily utilized kind of
advertising. However, TV watching is on the decline in today's globe. Consumers aren't
big fans of conventional television. Several internet broadcasting outlets are preferred by
them. Given the scarcity of marketing spaces, internet broadcasting services are
preferred. The advertisers, on the other hand, are not squandering this chance. Smaller
and much more efficient video sharing advertising are becoming incredibly common. The
goal of these brief videos, like as GIFs and other brief videos, is to convey crucial data in
a visually appealing manner in a few phrases and a small amount of time. Because the
clips take up less time and quickly engage with the consumer, they are more engaging,
saving, and cost-effective.
Skills and Knowledge Required for the Marketing Sectors Jobs
Each profession necessitates a specific combination of abilities and expertise in order to be
completed properly and successfully. Such abilities and information could be broken down into
two categories. A collection of basic abilities is a collection of abilities that are essential for any
employment. Special skills differ from one position to the next. A graphic designer requires an
understanding of graphic drawing programs, whereas an accounting requires understanding of
spreadsheets and Microsoft operating system. If an undergraduate person wishes to pursue a
profession in advertising, he or she must develop and polish a number of abilities.
 Flexibility in marketing must be able to deal with a variety of company items and clients
at any given time. If a marketer isn't adaptable, they won't be able to keep up with

shifting client and corporate requirements. Adaptability is a learned process which
requires a lot of effort to master.
 Emotionally Awareness is the most in-demand ability in present times. This is a talent
that all entrepreneurs should have. Emotionally acumen refers to the capacity to
recognise, manage, and comprehend one's own and others' feelings. To build a successful
business plan for the client, a salesperson has to be cognizant of the user's emotions.
 Intuition is the most vital feature for a business career is insight. An advertiser's primary
responsibility is to discover and, more significantly, forecast a pattern and new client
demography in order to keep up with the competition. In this case, instinct aids the
marketing in forecasting future and developing plans appropriately (Yeoh, 2019).
 Communications is a basic talent that is essential for any profession. The salesman is the
company's spokesperson. A strategist informs customers about the company's ambitions
and objectives. Marketing must be an excellent communicator in order to be a
spokesperson for the company. Effort and accuracy are required to improve language
skills. In a context of the marketing mix, having good language skills might result in
positive outcomes. The marketing must connect with consumers on a routine basis;
therefore communications skills are essential for success in this profession.
 Collaboration Attitude- In order to do well in a job advertisement, you must have a
collaboration approach. A communicator interacts with customers and collaborates with a
range of experts and individuals. To complete the work and achieve the greatest results,
the marketing should have a cooperative mindset. A cooperative mindset allows a worker
to interact with people of various perspectives and understand how to operate more
effectively.
Knowledge
Technical Skills- In present times, technical abilities are necessary to do any profession.
Because information has taking over the globe, each worker must have a fundamental
understanding of the field. Innovation and technology aids in the effective completion of tasks in
terms of both time and price.

SEO Tools
SEO solutions are programmes that aid in the execution of online advertising efforts. Any
advertising work requires an understanding of SEO technologies. As of now, social medias are
widely employed for commercial reasons. Because SEO technologies are essential for this
employment, anybody interested in pursuing a profession in advertising should be familiar with
them (Elhajjar, 2021).
Evaluation
The advertising executive position is ideal for me because it aligns with my educational
experience, hobbies, and enthusiasm. Advertising is a field in which I could excel as a
management student. The position requirement calls for a recent graduate with no past
knowledge. As a result, I am able to begin my profession here, despite the fact that I have no
prior substantial professional experiences (Moogan, 2020). The job demands somebody who is
innovative and has a penchant for online advertising, as per the job role. According to my cv, I
am a professional artist who is familiar with social media channels. My understanding of SEO
technologies would also aid me in my work performance. I am convinced that my team-
management and communications abilities would enable me to reach the desired objectives
because the position is built in just such a manner that this really needs somebody who is
interested in collaboration and process because it allows in a group scenario. The position title
must fit the cv in various areas for a pleasant work encounter. Because I am self-motivated and
eager to learn, my passion in advertising gives me a stronger fit for this position. My negotiating
abilities would aid me in dealing with customers. My abilities, like psychological sensitivity,
would enable me to understand a user's thoughts and provide essential data to my superiors in
order to develop an effective advertising approach. My commercial knowledge, in addition to my
abilities, would be a plus. I've taken multiple advertising classes, therefore I have technical
concepts of advertising ideas, concepts, methodologies, and practises in addition to actual
expertise. Besides actual expertise, this role openings a lovely and satisfying salary package
which is quite appealing for an entry-level position. My interests, the job title, and my cv are all
on the same site and linked. These are among the factors for finding a career as a newcomer
(Pitan and Atiku, 2017).

CONCLUSION
To some degree, the employment market is flooded. Nonetheless, advertising positions are
in high desire. Organizations are making a greater emphasis on advertising, and as a result, more
employees in management roles are being hired. As a newcomer, the most common field to enter
is advertising. Variety of advertising firms hires recent grads with no previous experiences. As a
result, this industry provides attractive prospects for any recent graduate. The advertising
industry, like any other, has its own set of tendencies. Those patterns should be observed if you
want to improve your performance metrics. For advertising professions, the basic range of
abilities is equally necessary. It is possible to do well if you have the necessary information and
abilities.

REFERENCES
Books and journals
Amatulli, C., Costabile, M., De Angelis, M. and Guido, G., 2017. Inside luxury: Main features,
evolving trends, and marketing paradoxes. In Sustainable Luxury Brands (pp. 7-34).
Palgrave Macmillan, London.
Elhajjar, S., 2021. Digital marketing jobs: What are recruiters looking for?. Journal of Education
for Business, pp.1-7.
He, P., Sun, Y., Zhang, Y. and Li, T., 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.
Matsouka, K. and Mihail, D.M., 2016. Graduates’ employability: What do graduates and
employers think?. Industry and Higher Education, 30(5), pp.321-326.
Moogan, Y.J., 2020. An investigation into international postgraduate students’ decision-making
process. Journal of Further and Higher Education, 44(1), pp.83-99.
Pitan, O.S. and Atiku, S.O., 2017. Structural determinants of students’ employability: Influence
of career guidance activities. South African Journal of Education, 37(4).
Yeoh, P.L., 2019. A critical assessment of skills and knowledge for entry-level marketing jobs:
A Delphi study. Marketing Education Review, 29(4), pp.242-265.

Appendix
Job Advertisement
Primary Research Report
Contact Cheryl Jones Emily Harrington
Job Title Head of Marketing Head of Marketing
Organization Unilever Sainsbury
Date of Contact 15th January 2021 28th January 2021
Method Google Meet Interview Zoom Call Interview
Questions:
1. What are the recent trends you are noticing in marketing techniques?
2. What are the skills required to perform well in a marketing position?
3. How would you define the marketing job?
4. What are the most important skills that a graduate must work on?
5. How would you define your experience in marketing?
Summary
The very same series of questionnaires was given to both interviewers. Their responses
were remarkably comparable, and the discrepancies in their viewpoints were minor. According
to their comments, the advertising industry is a wonderful place to begin a profession. More than

almost any other industries, advertising jobs embrace new graduates. Both agreed that the
advertising industry is undergoing significant adjustments and prevailing tendencies. They both
stated that their organisation concentrates on meeting objectives by following patterns. They
both agreed that some abilities are necessary for success in marketing-related employment.
Those talents should be developed as quick as practicable by an undergraduate.