Career Viewpoint (CW1): Investigating a Career in Marketing

This report provides a career viewpoint on the marketing profession, focusing on the role of a marketing manager. It utilizes both secondary and primary research to evaluate the current trends impacting the marketing industry, including the increasing complexity of customer purchasing decisions, the need for personalization, and the importance of transparency in brand-customer relationships. The report identifies essential skills and knowledge areas required for success in marketing, such as communication, analytical thinking, and revenue-driven marketing. Furthermore, it incorporates insights from an interview with a marketing manager at TESCO, offering valuable perspectives on career opportunities and the evolving dynamics of the retail industry. The evaluation highlights the importance of adapting to changing industry requirements and leveraging digital marketing technologies to enhance customer satisfaction and drive sales.

Career Viewpoint
(CW1)

Table of Contents
INTRODUCTION...........................................................................................................................4
Secondary research.................................................................................................................4
General trends that have impact on the chosen profession.....................................................4
Skills / knowledge & experience required..............................................................................5
Primary research.....................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCE...................................................................................................................................9
APPENDIX 1.................................................................................................................................10
Appendices 2:.................................................................................................................................11
Appendices: Job advertisement for the post of a marketing manager...........................................13

INTRODUCTION
Career view point is a very crucial aspects in life of a individual as it used for the
purpose of determination of further possible opportunities for career with surrounding of
occupation, knowledge and experiences, when a person is able to complete a particular step of
education then they are further willing to move towards future steps that can assist them in
looking for future opportunities of growth and advancement of their career. Presently my post
graduation is in masters where I am working towards specialisation in finance and the field of
marketing (Katsoni and Vrondou, 2017). As a fresher I am willing to work towards getting more
opportunities so that I am able to use of both primary and the secondary sources of research for
the purpose of evaluating it in the context of business.
Secondary research
It is the research that is considered as productive as people can collect data that is
published or already available that is not been collected for the first time. In present report there
is selection of marketing industry that is gaining a higher growth in the present situation
especially after the pandemic of COVID-19 when the business are not able to enhance the sale of
their products. For this there is research on collection of information to identify the ways in
which there can be enhancement of sales by working as a marketing manager. For the purpose of
conducting a secondary research there is need to analyse the responses from the marketing
leaders to clear all the doubts that are related to marketing profession and way it is affecting the
present business functioning. There is requirement to evaluate all the doubts so that there can be
decision making that is done after consideration of all the elements that play a crucial role in
forming the career structure of a individual in future.
General trends that have impact on the chosen profession
The present selected profession is of a marketing manager where I have started working
with a reputed organisation in the retail industry for the purpose of enhancing my present skills.
Where I have been assigned with some specific roles and responsibilities such as understand the
marketing needs of the company, selection of a particular marketing technique that is effectively
and also properly suitable for the company (Jorge and Lázaro, 2019). Marketing function is very
dynamic and is affected by the fast changing requirements of customers, competitors specified

stratifies. That has to be adjusted by organisations in order to remain competitive in the market.
There are some of the major trends that are part of the marketing industry as mentioned below:
Higher complexity in customer purchasing decisions: With the changing times and the impact
of the way customers are making purchasing decisions it is becoming complex to focus on the
customer changing perceptions and behaviours.
Higher need for personalisation: with the changing social media and flexible manufacturing
techniques organisation have to offer high customisation of designs and products. It is a trend
that is part of every sector where individual is willing to focus on achievement of higher level of
satisfaction based on the amount of customisation offered (Sharp, 2017). Personalised data
driven marketing is one such approach where marketing managers are no longer able to caste a
single message that is fitting each target segment of customers but there has to be presence of
some amount of differentiation.
Transparency required in driving of brand customer relationships: Business organisations now
are focusing on learning of some aspect that can lead to development of positive relations among
them. For this purpose there is need of the marketing managers to analyse the customers to
achieve higher loyalty. For this the skills required on part of marketing managers includes
effective communication skills, positive behaviour and influential skills in order to build up
better customer relationships.
Personalised data driven marketing: Organisations are focussing on use of techniques that are
personalised data driven. That means marketer have to analyse the past purchasing behaviour of
customers based on that the future purchasing figures will be forecasted. For this marketers have
to posses the knowledge of different techniques and formulas that are used for the objective of
forecasting future sales.
Skills / knowledge & experience required
For the purpose of performing the responsibilities and roles that are part of the job role of
marketing it is very crucial that there is presence of certain marketing skills without which the
marketing function cannot be performed. Some of such skills are mentioned below: Communication skills: marketing is a type of formal communication that consist of
communicating with the target segment of customers is that there can be crafting of

message in such a way that it can lead to understand of the main motive by target market
(Santos, Veiga and Águas, 2016). Public speaking: In this for every new campaign there has to be timely marketing
initiatives that have to be taking that consist of presentation to large groups, pitching
sales plan. Analytical thinking: Marketing is a function that requires lot of research so that there can
be determination of the needs and wants of audiences so that a careful strategy can be
build up with proper analysis. Marketer have to make changes according to the
information to reach to logical conclusions that requires analysing customer data,
customer demographics, calculation of retail pricing.
 Researching skills: The main responsibility of marketers is to collected the information
that is related to the target market. It is part of the overall trends and challenges that are
prevailing in the market such as changing customer opinion, effect strategies adopted by
competitors, reduction in the present brand image. All such scenario have to be analysed
in detail in order to understand the future marketing strategies that can be formed to
maximize customer satisfaction (Binns, 2016).
 Revenue driven marketing: Marketers have to focus on revenue driving techniques in
their present marketing jobs. For this the main objective is to convenience customers so
that they are persuaded to make regular purchases. Marketers must posses knowledge of
both qualitative and quantitative data related to customers that has to be further presented
to executives in order to further evaluate it to form effective strategies.
KNOWLEDGE AREA AND EXPERIENCE:
With the changing technology and external environment there is need of certain
knowledge and skills is that the role of marketing manager can be effectively performed. Such as
there is more focus on use of approaches of digital technology and other innovative methods for
the purpose of performing the assigned job responsibilities of marketing manager:
Latest technology: with the changing times organisations are focussing on use of digital
technology approach for the purpose of working on use of social media applications as a
promotional tool (Setor and Joseph, 2020). So, there is requirement of adequate knowledge in
order to perform such associated functions.

Training skills: sometimes it is necessary that there is presence of training skills as it is required
for the purpose of training of other team members. Individuals must possess leadership abilities
for training of employees so that their contribution level can be maximized.
Skills (Ppersonal Audit
Qquestionnaire)
1 2 3 4 5
Leadership skills *
Problem solving *
Time management *
Technical abilities *
Communication skills *
Apart from the above mentioned skills there are some other specific areas that have to be
developed by marketing managers to perform their necessary job roles.
Some of the specific areas where there is need of knowledge and experience for the objective of
preforming role of marketing managers is mentioned below:
 Conducting marketing research require skills of data collection both in secondary and
primary form.
 Development of key relationship with customers that requires effective interpersonal and
communication skills.
 Developing a influential marketing Strategy as a part of wider sales & marketing
programme.
 Monitoring & reporting the activities of competitors requires strong analytical skills
 Managing and overseeing the allocated budget will require some of the necessary
knowledge related to financial management.
 Tracking of marketing performance and preparation of weekly reports for the top
management.
 Effectively managing external agencies, leading teams need some of the leadership skills.

Primary research
It is the first hand information that is collected by an investigator or the researcher by use
of certain specified techniques and sources. Primary data can be collected from identified source
such as interviews, questionnaires (Gibson and et.al 2019). For the purpose of collection of
primary information in the present scenario I was engaged in an interview with the marketing
manager of TESCO the main concern was to choose a specified career path. The interview is
attached in the appendix that will provide detailed insights of the way interview was conducted
and what were the major responses. Primary research is the first hand information and it has
assisted me in reaching to specific conclusions regarding my career opportunities (Paichadze and
et.al 2019).
Evaluation
I am a fresher and presently new to the corporate environment. I have recently completed
my post graduation and now I am planning for my future opportunities of career development n
the marketing industry so that I am able to enhance my present skills and knowledge related to
marketing. The external industry is changing very fast so there is a need to understand the
changing dynamics of the industry so that I am able to change according to the requirements of
industry. After making a detailed analysis I discovered that marketing is a field that I can focus
for as it having high amount of potential in the coming future period of time. The retail industry
is very dynamic and changing very fast so it becomes crucial to understand the way it is crucial
to develop insights the way it is contributing towards the laid objectives. After making a in depth
analysis I focus on the chances of understand the potential that is part of marketing profession. I
believe that according to mu present level of skills and knowledge the marketing profile is the
most attractive as it will assist me in utilisation of my communication, leadership skills that is
going to assist in the coming future time period. I will be focussing on use of the latest
technology that is the digital marketing technology by focusing on application of social media
marketing as a source of content marketing for the purpose of approaching the target segment of
customer with effective cost Associate of benefit for the organisation for which I will be working
as a marketing manager. There has to be a focus on adoption of social media marketing and
different types of latest technologies to increase the sales of products.
I believe that I have to work on some of my existing skills and knowledge in order to
achieve the requisite standards of performance as I will be entering the professional world. With

the changing times the overall requirement in organisations have also complete transformed that
leads to generation of high competition as there is lot of talent but limited job opportunities.

CONCLUSION
According to the above mentioned aspects it can be concluded that career research is one
of the most crucial aspects as it is part of the career. The research perspective of career is related
to identification of the benefits and challenges that are associated with selection of a particular
field. The career research process is assisting individuals in developing a detail overview and
determination of present industry trends. It will enable the employees to match with the present
level of competition with the changing environment requirements. There is need of some
effective skills to perform the assigned roles and respectabilities. It includes communications
skills, techniques of sales forecasting in order to analyse the past data and then formulate future
marketing strategies.

REFERENCE
Books & Journal
Binns, R., 2016. Self-authored interest profiles for personalised recommendations. International
Journal of Internet Marketing and Advertising, 10(3), pp.207-222.
Gibson, and et.al 2019. Challenge-led interdisciplinary research in practice: Program design,
early career research, and a dialogic approach to building unlikely collaborations. Research
Evaluation, 28(1), pp.51-62.
Jorge, G.M. and Lázaro, E., 2019. Marketing Graduate Job Profiles in the Spanish Mass
Consumer Market: A Content Analysis of Job Listings on the Internet. Esic Market
Economics and Business Journal, 50(1), pp.107-129.
Katsoni, V. and Vrondou, O., 2017. Marketing to occasional sporting event tourists: profiles,
travelling patterns, and information channels. Journal of Policy Research in Tourism, Leisure
and Events, 9(2), pp.152-168.
Paichadze and et.al 2019. Business career (research project).
Santos, M.C., Veiga, C. and Águas, P., 2016. Tourism services: facing the challenge of new
tourist profiles. Worldwide Hospitality and Tourism Themes.
Setor, T. and Joseph, D., 2020. Prototypical career paths in urban, suburban, and rural locations
in the United States. Human Relations, p.0018726720929406.
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press,.

APPENDIX 1
CURRICULUM VITAE
Name: Mr MO
Phone No: - 0123456789
Career Aim: willing to work in an organisation that can provide me enough opportunities for
enhancing my growthovide and present knowledge level for the purpose of development of my
professional career.
Skills:
 Time Management
 Leading teams
 Communication
Knowledge:
 Finance
 Marketing
Educational Qualification:
 Bachelors degree in commerce
 MBA (with Marketing as specialisation)
Declaration:
I declare that all the above mentioned information is complete true and factual.
Date:
Place: