MG410 Career Research Report: Skills, Trends and Marketing Analysis

This report provides a comprehensive analysis of the marketing profession, focusing on the skills, knowledge, and experience required for a successful career in this field. It explores current trends impacting the retail industry, such as online stores, social commerce, and AR-powered shopping experiences. The report examines the skills needed for marketing professionals, including communication, digital tools proficiency, spreadsheet skills, and problem-solving abilities. It also evaluates the importance of theoretical marketing knowledge and information technology skills. The report concludes by discussing the author's career aspirations and how their skills align with a marketing executive role in the retail industry, specifically at Morrisons. The analysis includes references to relevant academic sources.

Career Research
Report

Table of Contents
INTRODUCTION ..........................................................................................................................3
Analysis and Application.................................................................................................................3
General trends that is impacting on the retailing industry.....................................................3
Skills, Knowledge and experience required...........................................................................4
Evaluation..............................................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Career development is the individual strategy which is made to understand the career
objectives and the pathway for attaining the goals. It involves the various aspects like self
development and the step in achieving the organisational goal(Herschberg, Benschop and Van
den Brink, 2018). I have chosen the marketing profession for this report as it have has the ample
of job opportunities. Marketing refers to the process of promoting the goods and services of an
organisation in order to increase the sale of the company. They use the various sales promotion
technique for enhancing the sale and this requires the more employees to manage the work.
There are certain future trends which Video marketing, artificial intelligence and social
messaging apps so that marketing can expand their scope and leads to attain the desired goal.
Analysis and Application
General trends that is impacting on the retailing industry.
In today's world, retail industry is becoming the market leader by offering the various
products and services at a point of time and make the easy purchasing for the customers. In the
busy lives of the society, people prefer to purchase the products from supermarket as its easy
accessibility. Various trends which are impacting of the retail industry in Morrisons is describe
below:
 Online stores in Offline Spaces: As the current trends of the market, people are more
often choose to make the online purchase but some of the regions where the individual
are not accessing the internet and here come the need of offline stores so that the
company can cover the large market and serve the large number of audience in order to
generate high profitability.
 Social Commerce: As the world is moving towards the digitalization, It is important for
an organisation to operate their business on the online mode so that they can meet the
current trends and the market need of the potential customers. Online platform make the
easy promotion of their brand and can establish a good brand image in the large market.
 Even More AR-Powered shopping experiences: Many firms have started the virtual
advertisement and the augmented thoughts(García-Suaza, Otero and Winkelmann,
2018). As the people believe in virtual reality and several customers continue to shop at

the time of COVID-19 a the AR-Powered technology fill the gap between the physical
stores and the digital stores and this is taking the company to next level of success.
It is evaluated from the above discussion that general trends is contributing the big share
of profits to the retaining industry as they they are taking the industry to the higher success. By
understanding the need and current trends of the market the company is able to serve the large
groups of customers in order to increase the profitability. In context of Morrisons, they are using
the AR-Powered technology so that they can get their loyal customers by making sell with the
help of virtual reality.
Skills, Knowledge and experience required
An individual required a set of skills and knowledge in order to perform a job in the field
of marketing in retail industry so they can perform their job in an effective manner with the
consideration of achieving the business goal. In order to accomplish various operational activity,
a capable person frame the various strategy and the action plan so that they can attain their desire
goal within a set time frame.
 The ability to communicate clearly, without jargon: when the individual wants to start
their career as a marketing person it is important to have the good communication skills
so that they can give the required information to their colleagues or subordinate in order
to make them understand regarding the specific task and eliminate the the various
complications associated with the effective communication(Edgerton and Desimone,
2019). They also suggested not to use the complicated what's so that each employee can
easily understand their roles and responsibilities in a specific operation.
 Experience with digital tools, platforms: in the digital world, marketing person must be
known with the social media apps as well as the company's website so that they can
promote their product and services bi rightly using the digital tools in order to to meet the
various demands of their loyal customer(Herschberg, Benschop and Van den Brink,
2018).
 Basic spreadsheet skills: these are the set of skills which includes the basic knowledge
of Google document for planning and use of Excel so that an individual can Store a pool
of data. It also includes review campaign metrics, search engine optimisation and blog
post traffic tracking.

 An ability to identify the buyer needs and the sales process: Marketing person is the
one who make the actual sale by doing the market research and analysing the potential
needs of the target customers so that they can offer the product accordingly in order to
meet their needs (García-Suaza, Otero and Winkelmann, 2018). This will help the
individual to build up their skills which will further help them in the field of marketing.
 Critical thinking and Problem-solving skills: it is important for the individual to have
the dynamic thinking and the problem solving skills so that they can handle the critical
situation and resolve them in an appropriate manner so that company do not have to bear
the huge loss and can meet out the effectiveness of the business (Edgerton and
Desimone, 2019).
Knowledge required for the Marketing professional-
 Theoretical and principle aspects of marketing: To be a successful marketing person it
is important to have the depth knowledge of theories and various principles of marketing
so that they can use in the practical in order to get the effective results and this also help
in the work done in an appropriate manner and the individual can create a good impact on
others by having theoretical knowledge.
 Information technology: Everyone is using the digital platform in their daily lives so
that they can easily operate the various function at a point of time and complete the
specific task in an easy approach, So marketing person must familiar with the use of
information technology that includes pay per click content creation and the search engine
optimisation so that they can meet that digital changes and their job role(Ciarocco, 2018).
Evaluation
After completion of my study I have analysed that the job with suits my compatibilities and
the skills is the the job position of marketing executive in the morrisons as I have the depth
knowledge of marketing concepts and theories that will help in performing the various task in the
field of marketing. I can train my college that how to promote a goods and services in an
effective manner by using my skills and knowledge. The reason behind choosing the marketing
profession is that I am associated with skill that will best suit in marketing as it required the high
convincing power in order to make the actual sale and cover the large market. In the
consideration of the job I am good at basic spreadsheet skills that can be used for maintaining the
records and also can store the ample of data in a single documents. PowerPoint presentation in

order to attract the large group of customers and I am also good in problem solving so that I can
identify the loopholes in the various operational activities that is handling the process of
marketing. That's why I have chosen the marketing field so that I can apply my I knowledge and
skills in the enhancement of my career. Retailing industry is market leader as it offering a wide
range of products and being a marketing executive I can advertise the product and services of the
the company so that it will contribute in increasing the sale and the profitability of the
organisation in order to get the objectivity. I am putting this job opportunity over the others as I
believe that I am having more convincing power in order to to make the the sale at larger scale
and also having the knowledge in the digital marketing that helps me in running the whole
operations
CONCLUSION
It is concluded from the above discussion that retail industry have many job options for a
marketing person and I have completed my graduation in marketing so my skills and knowledge
will best suit in this job profile in order to get my desired job for the career development. There
are various trends in retailing industry like AR-Powered experience, social commerce and
establishment of of physical store from the online stores as seen the high demand of them.
Marketing professional must have the good communication skills problem solving skills critical
thinking skills and have the technology of theories and principles of marketing in order to to
perform their job role in an effective manner and complete the task within the set time frame
with the consideration of increasing the sale of the company.

REFERENCES
Books and Journals
Ciarocco, N.J., 2018. Traditional and new approaches to career preparation through
coursework. Teaching of Psychology, 45(1), pp.32-40.
Edgerton, A.K. and Desimone, L.M., 2019. Mind the gaps: Differences in how teachers,
principals, and districts experience college-and career-readiness policies. American
Journal of Education, 125(4), pp.593-619.
García-Suaza, A., Otero, J. and Winkelmann, R., 2018. Early Career Research Production in
Economics: Does Mentoring Matter?.
Herschberg, C., Benschop, Y. and Van den Brink, M., 2018. Precarious postdocs: A comparative
study on recruitment and selection of early-career researchers. Scandinavian Journal of
Management, 34(4), pp.303-310.Ciarocco, N.J., 2018. Traditional and new approaches
to career preparation through coursework. Teaching of Psychology, 45(1), pp.32-40.
Loo, B., Luo, N. and Ye, Z., 2017. Career Prospects and Outcomes of US-Educated International
Students: Improving Services, Bolstering Success. Report 09. World Education
Services.
Maree, J.G., 2019. Postmodernising career counselling in a deep rural context. In Handbook of
innovative career counselling (pp. 577-596). Springer, Cham.
Michael, R., 2019. Self‐efficacy and future career expectations of at‐risk adolescents: The
contribution of a tutoring program. Journal of community psychology, 47(4), pp.913-
923.
(Ciarocco, 2018). (Edgerton and Desimone, 2019). (García-Suaza, Otero, J. and Winkelmann,
2018). (Herschberg, Benschop and Van den Brink, 2018). (Loo, Luo and Ye, 2017). (Maree,
2019). (Michael, 2019).