Career Research Report: Marketing Trends, Skills, and Knowledge

This career research report explores the marketing profession, analyzing current trends, required skills, and knowledge. The report begins with an introduction to the concept of a career, focusing on the marketing field. It then delves into general trends impacting the profession, such as increasing complexity, the need for accurate metrics, the integration of digital and marketing teams, and intense competition. The report further outlines the skills necessary for success, including basic spreadsheet skills, continuous learning, writing, communication, and critical thinking. It also covers essential areas of knowledge like writing, content creation, and technological proficiency. An evaluation of the author's interest in the field and a job advertisement from Tesco are included in the appendices. The assignment concludes that a career in marketing offers long-term opportunities and requires efficiency, strategic thinking, and decisiveness.

Career Research Report

Table of Contents
INTRODUCTION...........................................................................................................................1
ANALYSIS AND APPLICATION.................................................................................................1
General trends that will impact on profession.............................................................................1
The skills/ knowledge and experience required...........................................................................3
EVALUATION................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
APPENDICES.................................................................................................................................6
Job advertisement.........................................................................................................................6

INTRODUCTION
Career refers to an individual's figurative journey by learning, workings as well as other
prospect of life (Rudolph, Zacher and Hirschi, 2019). It is a profession which a person does for
long duration of their living. Career is part of a life which is associated with employment. From
standpoint of an occupation, it is sum total of numerous jobs that an individual holds within their
lifetime. The aim of report is to demonstrate an awareness about skills, knowledge along with
experience that are required by recent graduate for entering into particular area of employment.
Being a recent graduate, I selected Marketing as my profession to complete the assignment. It is
an employment area which requires specialised knowledge along with training to set strategies
for attracting customers for the business. The assignment covers general trends that will
influence or impact on my selected profession. It also includes skills and experience required for
the profession.
ANALYSIS AND APPLICATION
General trends that will impact on profession
Career in marketing takes a person in multiple directions. The profession engrosses
various facets and activities (Truong, 2017). In a study, it is found that there are numerous
opportunities in marketing. In marketing profession, my job will be related to taking generic
commodity, service or any associate which product with a brand name. The profession of
marketing is termed as an intermediary function among product development addition to sales. It
is marketing professional work to devise, manage as well as enhance brands. Key part of career
in the field is to understand preferences, choices together with constraints which state target
group of market niche corresponding towards the brand. In a survey, I analysed that profession
of marketing is required in all type of industries including retail, banking and so on. However,
there are multiple factors or trends that are having larger implications over profession of
marketing together with skills sets help by a person that are willing to apply for the employment
in the profession. Some of general trends that will impact on the profession of marketing are as
identified:
Increasing complexity: It is analysed that consumers uses and are going to use all
categories of digital media starting from YouTube to Facebook which will become increasing
difficult for people in marketing profession to encourage consumers to purchase certain
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commodities into a box (Turpin, 2016). It is seen that consumers are categorised as mainstream,
high or low that are starting to disappear. With this, complexities for marketers will increase to
segment market appropriately and target effective consumers resulting to affecting the profession
in couple of years.
Accurate metrics: Until today, justifying as well as measuring impacts of decisions is
seen as key challenge for marketing profession. At same time, there are various ways available
for marketing people to measure online practices including likes and shares on Facebook or
clocks on blogs and articles, but various among these do not have full meaning. According to
Wedel and Kannan (2016), continuity of more accurate metrics will be a trend that will foster
activities of marketing and impact on the profession in wider manner.
Digital silos to integrated groups: At present, companies have digital team on one side
as well as marketing on other. By analysing impacts of technology, it is seen that it will not be
longer in the way. As digital is to be part of all things now so the two requires to be completely
integrated. In coming years, it will be trend for marketing people that will impact positively on
their profession as they do not necessarily require any digital strategy, but what they will need is
the ways to plug digital elements into complex procedures related to the ways in which
consumers makes buying decisions.
Intense competition: Globalisation has impacted widely on various employment in
which marketing is the main. In coming years, impacts of globalisation will be seen in affecting
job earnings. It have enhanced overall efficiency of economy which is its productivity as it
creates enhancement in real incomes which will be shares with various job earnings. In context
to marketing, globalisation will create intense competition as it creates wider number of job
opportunities in the market. This will impact on profession of marketing by boosting motivation
as well efficiency in work (Vapiwala, 2020). At same time, it can have negative impacts on job
of marketing by undermining cohesiveness along with fostering negative feelings among people.
In present scenario, technology is widely adapted in profession of marketing as it
generates easiness for marketers to perform their activities in wider impactful along with
efficient manner. At same time, globalisation increases job opportunities related to marketing
and other profession in banking, retail and other industries. The mentioned general trends will
impacts positively and negatively on marketing profession.
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The skills/ knowledge and experience required
Skill is the potentiality of a person to perform some actions within defined time and
energy (Gerhardt, 2020). In context to profession of marketing, mentioned below are some of
skills that are required to perform effectively:
Basic spreadsheet skill: The skill which allows an individual to organise, calculate,
graph as well as analyse data is said to spreadsheet skill. It is important that a person who is
interested in entering into marketing profession to have basic spreadsheet skill as it helps in
organise information into worksheet as well as manipulate it according to requirements.
Marketing professionals uses spreadsheet such as Google Docs, Excel and may more to model,
plan together with study trends.
Continuous learning skill: At marketing level, the skill is required to expand ability for
learning through upgrading skill sets addition to improving knowledge. Within marketing
profession, continuous learning skill is required for successfully adapting towards changing
occupations and life demands (Grossberg, 2016).
Writing skill: The skill which permits to share the message with clear and easy manner
to far audience is writing skill. Writing skill is required within marketing for being comfortable
with publishing suitable and understandable web. The skill marketing professional to create and
publish content that is understandable by all.
Communication skill: It is widely required in the person who opts marketing as their
profession. It is because successful marketing demands proper communication of clear messages
directed towards target audiences with appropriate tone. It includes communication in online and
writing through digital channels as well as verbally.
Critical thinking skill: It is concerned with making clear, rational and reasoned
judgements. For marketing profession, critical thinking skill is required to make effective and
rational decisions to attract and satisfy customers. Moreover, it opens minds of various solutions
together with means to attain the end.
Other than personal skill, there are certain areas of knowledge which are required by
marketing profession. Some areas of knowledge are mentioned below:
Writing as well as content creation: It is one of area of knowledge which must be
within profession of marketing. It is fundamental part to attract consumers towards a brand
(Amelicichin, 2016). It is analysed that around 47% buyers consumers nearby four to six pieces
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of content prior engaging with company. So, having knowledge related to writing and publishing
content is key for marketing.
Technological proficiency: It is another area of knowledge that is required within
marketing. In present era, major working of marketing depends on technology that continues to
change the mechanisms in which marketers perform on daily basis. Having knowledge related to
technological proficiency is key for marketing as there are several technologies used in the
profession in all workings (DeLong and Elbeck, 2018).
EVALUATION
The profession of marketing in industry, say retail industry is my key interest as it
includes working within teams for developing as well as nurturing creative ideas for organising
any campaigns and interacting with wider people in person. Marketing is fast paced profession
that provides immense opportunities to develop as well as excel professionals together with
personal skill sets for providing multiple growth opportunities in future. It is related to my
potential choice of profession as I have huge interest in meeting with new people, exchanging
thoughts and ideas, analysing their preferences and offerings them suitable products that have
potentials to meet their needs. The reason to prefer the job opportunity to others as it is best
career options together with offers long term opportunities as compared to other professions. It is
not an emerging job role as people are making successful career in the field since past years that
states that it is more future proofed.
CONCLUSION
The assignment concludes that making career in marketing provides long term
opportunities and gives a person various projects that they like and makes them motivated. The
profession is suitable for those that are efficient, strategic along with decisive. The general trends
that have chances to impact marketing are Increasing complexity, Accurate metrics, Digital silos
to integrated groups and Intense competition. The personal required in the profession are
communication, basic spreadsheet, writing, critical thinking and continuous learning. Key areas
of knowledge for marketing includes technological proficiency and Writing as well as content
creation.
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REFERENCES
Books and Journals:
Amelicichin, E., 2016. Marketing skills and knowledge necessary to the specialist in the field of
physical culture. Ştiinţa Culturii Fizice. 2(26). pp.142-145.
DeLong, D. and Elbeck, M., 2018. An exploratory study of the influence of soft and hard skills
on entry level marketing position interviews. Marketing Education Review. 28(3).
pp.159-169.
Gerhardt, T., 2020. Digital Trends in Education Operations and Marketing. In Handbook of
Research on Innovations in Technology and Marketing for the Connected
Consumer (pp. 356-373). IGI Global.
Grossberg, K. A., 2016. The new marketing solutions that will drive strategy
implementation. Strategy & Leadership.
Rudolph, C. W., Zacher, H. and Hirschi, A., 2019. Empirical developments in career
construction theory.
Truong, V. D., 2017. The career paths of social marketing doctoral graduates. Journal of Social
Marketing.
Vapiwala, F., 2020. Digital Marketing-A Saviour for Businesses in Times of a
Pandemic. International Journal of Research in Engineering, Science and Management.
3(9). pp.159-161.
Wedel, M. and Kannan, P. K., 2016. Marketing analytics for data-rich environments. Journal of
Marketing. 80(6). pp.97-121.
Online:
Turpin. D., 2016. Seven trends that will affect future of marketing. [Online]. Available through:
<https://www.imd.org/research-knowledge/articles/seven-trends-that-will-affect-the-
future-of-marketing/>
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APPENDICES
Job advertisement
Vacancy Announcement for Marketing
Tesco, a popular retail company which is situated in UK have vacant job role for marketing.
The human resource manager invites applications for the profession.
Position: Marketing executive
Qualifications:
 MBA in Marketing from reputed university or college will be preferred.
 Minimum 1 year of experience in marketing profession.
Job description:
 Developing tactics to get the word related to company as well as driving traffic to its
front door.
 Producing valuable along with engaging content for organisation website and blogs
which grab attention of target population.
 Prepare and monitor marketing budget.
 Measuring reports on performance of marketing campaigns and assess against
objectives.
Salary: Salary range between £ 15000 to £ 20000 monthly with perks and privileges.
Interested candidate are invited to send their Resume or CV on www.tesoplc.gmail.com on or
before November 20, 2020.
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