Career Research Report: Analysis of Marketing Profession Trends

This career research report analyzes the marketing profession, focusing on the skills, knowledge, and experience required for a graduate to enter the field. The report examines general trends impacting marketing, such as globalization and technology, and discusses future trends including consumer buying behaviors, customization, and the rise of digital and voice marketing. It highlights essential skills like communication, teamwork, innovation, negotiation, and IT proficiency, along with required knowledge, including understanding buyer needs and digital advertisement experience. The report also evaluates a specific job vacancy, explaining the author's interest in the role, relating it to their marketing qualifications and IT skill development, and emphasizing the importance of digital marketing in today's job market. The report concludes by highlighting the benefits of this role for career growth.

CAREER RESEARCH
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
Analysis and application..................................................................................................................3
General trends which will impact marketing...............................................................................3
Requirement of skills, knowledge and experience......................................................................4
Evaluation........................................................................................................................................6
REFERENCES................................................................................................................................1
Appendices.......................................................................................................................................2

INTRODUCTION
The aim of the report will be the factual reflection of the profession which I will identify.
Trends will be explained which will impact the profession and what skills and knowledge are
required in the profession (Di Gregorio and et.al., 2019). Evaluation will be done which will
include job vacancy and why I had considered the position. I would like to work in marketing
profession as I believe that when one works in marketing then their confidence level increase.
Marketing person is the face of the company as they deal face to face with customers as they
work on ground level.
Analysis and application
General trends which will impact marketing
Globalization:
Globalization will change the market trends within few years. It has increases the competition.
The competition can be in terms of price, market, production of company etc. when the
production cost of company is less than they sell goods at less price which will increase the
market share. It is challenging for the company as how to provide marketing services efficiently.
The rise of technology:
Marketing department should use electronic equipments for marketing. As that will make
marketing easy and fast. Technology changes very fast which help the business to market
products in better way (Szczurski, 2017). Digital marketing is helpful to marketing team and
comes with many benefits. Social media platforms like Facebook, twitter, Instagram, you tube
etc. are used for promoting products and services of the company. When company do promotion
through social media then it is helpful in reaching towards targeted audience easily.
Executive branding:
It is also needed that executives brand themselves other than company branding which include
the online presence and highlight social responsibility done by company. Charity or donation
makes the owner of company responsible in the eyes of society.
Marketing research:
it is the important activity to know the demand and preferences of the target market so that
company can grow. Currently marketing research include buying habits of customer,study of
market share, observing competitors, developing marketing strategy etc.
Field selling:

The effort of salesperson should be in effective manner so that goals of company can be achieved
(Saeed and Rashidi, 2017). It is not that salesperson is selling only in volume but should bring
profit to the company. They should set the inventory standards, monitor advertisements, market
analysis etc. salesperson helps marketing team by giving them knowledge about market as they
work in field so that effective marketing strategies can be made.
Future trends of marketing:
complexity in consumer buying decisions:
Doing consumer segmentation is becoming complex as consumers are doing offline and online
shopping from various online sites. So to know the purchasing habits of consumer is becoming
difficult. People easily shift to rival companies, hence retaining customer is not easy.
Customization in product design:
Nowadays manufacturing has become flexible as companies has started manufacturing
customized products (Laihonen, 2017). Customization means when company make products
according to the demand of customer. It is beneficial for company as it increases sales and also
raise profit margin because customers are happy to pay more if they are getting what they want.
Phone communication:
Telemarketing or marketing through phone is trending nowadays as company message
promotional add to the targeted customers which include advertisement related to new product
launch, discounts, offers etc. through this company can easily communicate with customers via
phone.
Customer relationships:
Transparency help in maintaining good customer relationship. As this is the era of social media
so company cannot hide any information from their customers and if company is not trustworthy
than they will not get loyal customers. This can also affect reputation of the company.
Increased voice marketing:
It is opportunities for marketers that there are rises in the use of voice assistants. Voice
technology is helpful for marketers as it facilitates good interactions with users (Carter and et.al
., 2017). Voice marketing is still not applied fully but when it will apply completely then it will
help to reach target customers rapidly and also increase business proposition.
Requirement of skills, knowledge and experience
Skills required for marketing profession are:

communication skills:
Oral and written both communication skills are required in marketing profession. As marketers
have to communicate directly with customers so if they communicate effectively then they can
achieve sales target of the company. Good communication skills builds confidence which will
help marketing person to close the deal with the party. As it also said that communication is the
key to success so if anyone has hold and has built communication skills then it will beneficial for
them and facilitates personal and professional growth.
Teamwork:
As the marketing employee a sense teamwork is necessary. As when work done in team finish
quickly and is done with more perfection. Teamwork provide cooperation with other team
members which eliminates delay in work. It also helps in increasing motivation by seeing your
team-mate who is working effectively your motivation level will also increase and that will
results in increasing productivity. Teamwork inculcate discipline because as one is working in
team, so he or she has to complete work on time and work more accurately (Chonko and Hunt,
2018).
Innovation:
Creativity and innovation is the main skills which are searched before hiring any marketing
person. Innovation is very essential nowadays as consumer purchase innovative products so if
company want to increase the market share than innovation is must. It is helpful in retaining
existing customers and bringing new customers also. Person who work in marketing team is
more creative as they communicate with customers, so they know customer preference which
will help company in creating innovative products.
Negotiation skills:
As marketing person have to do negotiation with suppliers, buyers etc. so negotiation skills is
must have. This skill will also help company in saving as if the deal with the supplier is closed
after good negotiation then will increase profit margin for company.
IT skills:
Technology is upgrading continuously so adopting advanced technology wisely is essential and
helpful to beat the competitors. This is also helped in market analysis and analysing market
trends is necessary because it will help to come to know about customer demand and also what
marketing strategies are adopted by competitors.

Knowledge required are:
ability to understand needs of buyer:
Marketers should understand the needs of their buyers then only they can be able to produce
goods and services which is needed by them. As buyers are everything for company so to make
them happy is the duty of the company so the marketers must have the expertise to know what
buyer exactly want (Elhajjar, Karam and Borna, 2021).
Experience in digital advertisement:
It is required nowadays because many companies are using digital marketing because it is easy to
target large group of audience in less time and is also cost effective. Through digital marketing
company can easily communicate with customers and also can send company's message to them
easily. It is easy to give advertisement via digital marketing.
Evaluation
I am interested in this job vacancy because the profile is related to marketing and I have interest
in marketing and also have qualification in marketing only. This is related to mobile marketing
and for this profile I am very exited as by doing this job I will build my IT skills. It will also give
me the opportunity to do customer analysis so that company can take competitive advantage. I
had preferred this vacancy because it will give me learning opportunities in terms of digital
marketing as digital marketing is also the part of this. It will help me to stay connected with the
latest technology through that I can found new market opportunities. Digital marketing or mobile
marketing will help to target the customer easily as in today's world people are active on social
media more so company can easily target them and send messages which can be related to new
products, activities done by company, offers and discounts etc. this has made communication
flexible with the potential customers.
As customers can easily rise their queries via social media and it will become easy for company
to solve their queries (Hunt, 2018). It can be said as newly emerging opportunity because earlier
marketing focus more on traditional marketing method like advertisement through TV, radio,
print media etc. but now companies are shifting from traditional to modern marketing techniques
like promotion through digital marketing tools. This job profile will help in my career and
facilitate growth because if I can do marketing using advanced technology then in the future it
will give benefit when I will switch the job. I am interested in this job over other because other
vacancy which I had came across was not related to technology marketing and I know very well

that in future every company will completely relay on mobile marketing or digital marketing so
that is why I had chosen this profile.

REFERENCES
Books and journals
Carter, S.M. and et.al ., 2017. A code of ethics for social marketing? Bridging procedural ethics
and ethics-in-practice. Journal of nonprofit & public sector marketing. 29(1). pp.20-38.
Chonko, L.B. and Hunt, S.D., 2018. Reflections on ethical issues in marketing management: An
empirical examination. Journal of Global Scholars of Marketing Science. 28(1). pp.86-
95.
Di Gregorio, A. and et.al., 2019. Employability skills for future marketing
professionals. European management journal. 37(3). pp.251-258.
Elhajjar, S., Karam, S. and Borna, S., 2021. Artificial intelligence in marketing education
programs. Marketing Education Review. 31(1). pp.2-13.
Hunt, S.D., 2018. Advancing marketing strategy in the marketing discipline and beyond: From
promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing
Management. 34(1-2). pp.16-51.
Laihonen, P., 2017. Exhibit marketing as a profession.
Saeed, K. and Rashidi, Z., 2017. Essential employability skills for marketing careers: gap
analysis of education and profession. Pakistan Business Review. 19(2). pp.302-319.
Szczurski, M., 2017. Social media influencer-A Lifestyle or a profession of the XXIst century?.
Online
Mobile Marketing Manager Job., 2021. [Online]. Available through:
<https://www.slideshare.net/demandmetric/mobile-marketing-manager-job-
description>
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Appendices
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Illustration 1: job vacancy for marketing profession
Source: Mobile Marketing Manager Job., 2021