Career Research Report on Marketing: Trends, Skills and Knowledge

This report provides insights into the trends, skills and knowledge required for a successful career in marketing. It covers the dominance of customers, marketing research, computing techniques, and intense competition. The report also highlights the soft and hard skills required for marketing professionals, such as communication, creativity, problem-solving, data analytics, and research skills. The report concludes that marketing is a growing profession that provides growth opportunities in multiple sectors.

Career Research Report

Contents
INTRODUCTION...........................................................................................................................1
ANALYSIS AND APPLICATION ................................................................................................1
Trends that influence chosen profession .....................................................................................1
Skills and knowledge required for becoming successful in marketing field...............................2
EVALUATION ...............................................................................................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5
APPENDIX......................................................................................................................................6

INTRODUCTION
Career research can be described as an exercise of making investigations into probable
opportunities provided for individuals in order to determine the best field that suits them to
accomplish their personal objectives (Baruch and Sullivan, 2022). It is beneficial for individuals
as it assist them in identifying and evaluating their their skills that can be used by them after
university level. My area of career research is marketing as it provides me valuable insights
about analysis of my existing skills. This project covers the areas of employability whereby I can
put my efforts and skills to become successful. This project also highlights relevant careers
related to marketing area as well as information about labour market.
ANALYSIS AND APPLICATION
Trends that influence chosen profession
Various changes are happening in the field of marketing due to fluctuations in market
trends and dynamic needs of consumers. Various trends that can influence marketing job are
mentioned below: Dominance of customers – In earlier times, selling is a primary aspect of of
organisations. Organisations just tend to generate more sales and increase their profit
margins. But in today's world, marketing is very important aspect which not only covers
sales but also talks about searching of prospective markets where buyers can be
influenced (Chin and Et. Al., 2019). Earlier, traditional marketing practices through
newspaper articles, hoardings and television advertisements were used. But with
emerging globalisation, organisations have new and large segment of consumers for
influencing through modern marketing techniques through digital channels and social
networking sites. Organisations first perform extensive research to gain insights about
consumer preferences and then develop their products or services according to them.
Technology has also helped marketers to adopt advanced techniques for collecting
insights about customers. Marketers use feedbacks and reviews on their social media sites
or official websites. This has impacted widely on traditional jobs of marketers who
follows typical methods of selling. They just display their products at their physical store,
sit and wait for customers to purchase their products. In changing scenario, one should
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have the knowledge of dynamic market trends as well as expertise in communication
skills. Spread of marketing research- Growing influence of globalisation have impacted the
spread of marketing research in industry (Guo, Wang and Wang, 2021). Organisations
are tend to perform extensive research for bringing a new product or service. These
market research is based on customer buying habits, measurement of effectiveness of
advertisements, market features and sales analysis. It is performed for evaluating
effective distribution channels and gaining competitive advantage over their competitors.
This has impacted positively on marketing jobs and making it easier with the help of
technology. It essentially needed research and investigation skills for performing
marketing techniques. Due to globalisation practices, it is needful for organisations to
perform marketing research in an effective manner. Rise of computing techniques- Technology has impacted modern marketing methods
significantly. Technology have made easy for organisations to store large consumer data
which is collected through market research (Hooley, Sultana and Thomsen, 2017). It is
not important for processing and gathering data but also aids in planning as well as
management control. It is really helpful in large organisation having many branches. For
instance, an insurance company conducted analysis of sales performance on a weekly
basis and has 15 branches. This input information is transformed to those branches for
effective evaluation and preparing final reports. This trend has impacted those marketing
professionals who are not well-off with the use of emerging techniques. For effective
adoption of this technique, computing skills are required by individuals.
 Intense competition- In today's world, many organisation sells similar set of products and
have adopted same marketing strategies. This has created intense competition among
establishments on a global basis. Due to globalisation, competition is very high in
markets as organisations perform same sort of marketing research in different fields
(Ireland and Lent, 2018). This has impacted those existing professionals who do not
perform market research with critical thinking. Skills needed to be considered by
individuals in adopting marketing techniques are critical thinking and innovative
practices.
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Skills and knowledge required for becoming successful in marketing field
Skills are described as an ability or talent that can be acquired through attending proper
training sessions (Solberg and Ali, 2017). This skill generation or improvisation activity is
beneficial for individuals to perform business operations effectively. These skills can be
distinguished on the basis of soft skills or technical expertise that is needful for organisations to
make critical decisions as well as manage routine operations. These skills are essential for
businesses as it impacts productivity and performance level in a positive manner. Varied skills
which are essential for individuals in relevance to marketing are mentioned below: Communication skills are described as abilities which is used for giving and receiving
information as well as processing an individual's opinions (Varma, and Et. Al., 2021). It
is very useful in marketing professional for they have to perform marketing research
which involves talking to varied people in order to asking their opinions about products
or services. It is also needed for influencing potential customers for promoting their
products or services. Creativity and problem solving skills- Marketing essentially involves delivering a
specific message to desired targeted customers (Vondracek, Lerner and Schulenberg,
2019). Creativity is a very important skill in becoming successful marketing professional.
Creative marketing professional come up with innovative and unique solutions to tackle
the critical circumstances. Interpersonal skills- A marketing professional have to often work with differential teams
having diverse needs and come from different backgrounds. This skill is helpful in
making close and long-lasting relationship with customers as well as team members.
 Data analytics- Apart from above soft skills, a marketer should possess hard as well as
technical skills. This skill helps marketing professionals in measuring their success and
determine their ROI which they have attained through their efforts. It is significant for
marketers to understand the variety of data analytical tools that helps to understand the
relevancy of varied marketing campaigns.
 Research skills- These skills are relevant for marketers as they they to perform extensive
market research which helps them to gain valuable insights about consumer's preferences
and perceptions. These also helped them to design products or services as per consumer
specifications which lead them to generate more sales as well as profitability.
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Apart form skills, expertise techniques are also required by individuals in order to become
successful in marketing field. Expertise techniques in relevance to marketing profession are as
follows: Content creating- It is an essential aspect of marketing to create content for influencing
existing as well as potential customers. Content marketing is a modern technique of
marketing which deals with creating effective content that will be posted on social media
accounts of organisations.
 Proficiency in technological aspect- In modern times, it is essential for marketers to have
technological proficiency which helps them to conduct market research in an effective
manner. In today's world where all marketing aspects are transformed into digital ones.
Digitalisation is an important aspect for that needs to be considered by professional to
become successful marketer in employability.
EVALUATION
Making my career in marketing field is my key interest. As it includes making
collaborations with diverse needs as well as helpful in interacting with large number of people.
Marketing is considered as a large growing profession which provides growth opportunities in
multiple sector. Even, this professional field of marketing is closely related with my skills and
knowledge. It will also helps me in improving my existing skills such as communication and
research. I like to interact with people and I have the capability of convince someone for using
some product or service. I have chose marketing for my career option as it provides me varied
opportunities for a long term. This field is matches accurately with my skills and expertise as it
helps me to gain confidence while communicating and interacting.
CONCLUSION
From the above presented information, it is concluded that marketing field is essential for
improving varied skills of individuals. General trends that have to considered by individuals in
relevance with choosing marketing as a profession are intense competition, dominance of
customers and rise in technological aspects. Hard and soft skills both are equally important for
becoming a successful marketing professional.
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REFERENCES
Books & Journals:
Baruch, Y. and Sullivan, S. E., 2022. The why, what and how of career research: a review and
recommendations for future study. Career Development International.
Chin, T. and Et. Al., 2019. Career sustainability during manufacturing innovation: a review, a
conceptual framework and future research agenda. Career Development International.
Guo, W., Wang, L. and Wang, N., 2021. Research on the impact of career management fit on
career success. Asia Pacific Journal of Human Resources. 59(2). pp.279-304.
Hooley, T., Sultana, R.G. and Thomsen, R., 2017. The neoliberal challenge to career guidance:
Mobilising research, policy and practice around social justice. In Career guidance for
social justice (pp. 1-27). Routledge.
Ireland, G.W. and Lent, R.W., 2018. Career exploration and decision-making learning
experiences: A test of the career self-management model. Journal of Vocational
Behavior. 106. pp.37-47.
Solberg, V. S. H. and Ali, S.R. eds., 2017. The handbook of career and workforce development:
Research, practice, and policy. Taylor & Francis.
Varma, A. and Et. Al., 2021. What do we know about career and development? Insights from
Career Development International at age 25. Career Development International.
Vondracek, F. W., Lerner, R.M. and Schulenberg, J. E., 2019. Career development: A life-span
developmental approach. Routledge.
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APPENDIX
Job advertisement for marketing job
Tesco, an UK based company which essentially deals in groceries have a job opening for
marketing executive.
Vacant job opening: Marketing Executive
Qualifications:
Graduation or Post Graduation in marketing
Experience of 1 year is minimally required
Job Description:
Prepare and checking budgets
Evaluating sales performance reports
Tracking field marketing team
Salary :
1.5 LPA to 3 LPA
Interested candidates can send their resumes on www.tesco.gmail.com
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