Career Viewpoint Report: Exploring a Marketing Manager Career Path

This report provides a comprehensive overview of the Marketing Manager profession, addressing its relevance for graduate students. It begins with an introduction outlining the aim of the report, which is to identify a suitable career path within the marketing industry. The main body of the report delves into the role of a Marketing Manager, detailing the responsibilities and the appeal of the profession. It then explores recent changes in marketing, such as the rise of digital marketing, social media marketing, influencer marketing, and video marketing. The report further examines future trends in marketing, including the impact of Artificial Intelligence, Virtual Reality, Data Analytics, Interactive Content, and Augmented Reality. It also identifies the essential skills, knowledge, and experience required to become a Marketing Manager, including communication, leadership, and IT skills. Finally, the report discusses new and emerging job roles within marketing, such as Brand Manager, Chief Experience Officer, Marketing Data Scientist, and Growth Marketing Director. The conclusion emphasizes the importance of career research and choosing a suitable job, highlighting the evolving nature of the marketing profession and the importance of adapting to new technologies.

Career Viewpoint

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Marketing Manager as a Profession .......................................................................................3
2. Recent Changes in Marketing ................................................................................................3
3. Future Trends of Marketing....................................................................................................4
4. Skills/Knowledge and experience required to become a Marketing Manager.......................5
5. New and emerging job roles in Marketing..............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
APPENDIX......................................................................................................................................9

INTRODUCTION
Every graduate student who gets a degree have a desire to get a job in his field of the
education. For this purpose students do extensive research on various professions and try to find
out which profession seems to be fit for them (Kazi and et.al, 2017). The aim of this report is to
find a suitable profession or an industry of choice I want to pursue. This report highlights the
profession I choose i.e. “Marketing Manager”. It is the role pertaining to the Marketing industry.
Further this report also outline the changes, future trend, types of skills and experience expected
from the graduate students.
MAIN BODY
1. Marketing Manager as a Profession
Marketing is related to those activities that are used to persuade people for the buying and
selling of the product and services that in turn generate revenue (Philip, 2017). The marketing
manager's role is to create marketing strategies, marketing campaigns and preparation of budget
for the marketing department. It is a trending profession for the graduate students as candidate
from any field of study can apply for this position. Complex skills are not a mandatory
requirement for the job position and also there is scope for lot of creative ideas and
experimentation for performing marketing functions which is an advantage. Also the pay scale
for the marketing manager is good
which gains the attraction of the graduate students.
2. Recent Changes in Marketing
Marketing is consistently changing and marketing department have to make changes in
the marketing policies accordingly. Some of the major developments are introduced with the
evolution of the electronic media. The use of internet is drastic and it brings revolution within the
whole industries alter the whole process of marketing. The use of technologies for performing
marketing functions becomes prominent recently (Farris and et.al, 2017). Some of the recent
changes in marketing are as follows:
Digital Marketing
It is the online marketing with the use of electronic media. It includes the use of
marketing through Internet websites, Digital images and videos, Blog websites, Third-party
websites, E-mail marketing, etc.

Social Media Marketing
It use social media platforms like Facebook, Instagram, LinkedIn, Twitter, etc. As these
platforms generate huge traffics that helps the companies a wide population reach and
opportunity to create brand awareness.
Influencer Marketing
It is the latest trend in marketing. Influencers are the persons who have the strong
influence over the people and base of good number of followers. Companies hire these
influencers to create brand marketing in their followers group that will help the companies to
create brand awareness.
Video Marketing
Companies uses online video streaming platforms to perform marketing. Creators of the
video content provide access and marketing advertisements. They embed these advertisements in
their video content so that every person who watch the video content get to watch the
advertisement.
3. Future Trends of Marketing
As the new technologies are emerging the process of performing marketing functions are
also changing. Use of new technologies to perform marketing function is rising significantly
(West, D.M., 2018). Some of the major developments that can be the future of the marketing are
as provided below:
Artificial Intelligence
The Artificial Intelligence (AI) are the computer programs that are designed to perform
or copy the functions that are performed by the human beings. The use of chatbots in the
industries to handle customers queries and development of virtual advertisements are at their
initial stage. It will become a normal approach in the near future (Tiautrakul and et.al, 2019).
Virtual Reality
It provide the user an interactive and simulated experience. Virtual reality helps to
connect with the customers by providing a reality like environment that helps the company to
attract customers as it provide a personal sense of involvement with the product and services.
Data Analytics
It contains the analysis of the raw data generated by the users and creation of the
customer centric strategy. Companies gather data of the customers from various means and

perform data analytics function to create a customer centric strategies. With the help of data
analytics companies will be able to provide an specifically personalised marketing strategies for
the target customers.
Interactive content
It uses the embedded technology into the online content that is created for the targeted
population. The use of video based content that provide virtual experience and more personalise
experience to the user to the content.
Augmented Reality (AR)
It is an improved version of the reality which is produced by the use of visual and sensory
medium. A computer generated objects are placed by the use of electronic devices in the real
world. It provide an enhance experience of the actual world to the user (Chaffey and et.al, 2017).
Many companies are developing the AR technology that helps to provide an experience to their
customers by placing their products virtually in the actual environment.
4. Skills/Knowledge and experience required to become a Marketing Manager
The job of the marketing managers vary from the point of the type of organisation.
Marketing managers have responsibility to device marketing plans, campaigns and strategies that
help to attract more customers towards the organisation.
Skills/Knowledge
Perform selling products and services
The key role of the marketing manager is to develop a plan to increase sales. Companies
watch over the performance of the executives about how much capable they are in generating
sales for the company.
Communication skills
It is define as the skill of exchange of the information effectively to different types of
persons through verbal and non-verbal means. A marketing manager with good communication
skill can develop and good relationship with the customers and with the employees.
Leadership
It is the ability to influence the people to perform a task according to the requirements in
an efficient manner. A marketing manager with a leadership ability is able to direct and motivate
the employees to work and complete tasks towards achieving the organisation's goals.
Team-work

It is the joint effort of a group or team to achieve same goals in a most effective manner. A
marketing manager who have the skill to unite the team and make them work together will be
able to generate satisfactorily results for the organisation.
Information Technology
The use of the information and technology is demanding in the field of marketing.
Companies look for the candidates having good IT skills that provide an additional leverage to
the candidate as a marketing manager with good IT skills is able to incorporate and make use of
latest and emerging technologies for marketing. IT skills consists of use of varieties of the
computer applications in the smooth and effective completion of tasks (Dimitriadis and et.al,
2018). It also helps in the fast and wide distribution of the marketing campaigns and
advertisements with the use of internet.
Experiences Required
Marketing managers have various roles and responsibilities to perform and for this
purpose they are require to have experience of different marketing functions. They have to look
over the team of marketing executives and marketing campaigns. They have to formulate
marketing strategies and policies. Also day-to-day marketing functions are being performed by
the marketing managers. There set of standards are different for every company but in common
candidate must have experiences as follows:
Marketing degree or equivalent
Strong communication, management and analytical Skills
Budgeting and marketing campaigns
Understanding of the policy formulation
Team handling and co-ordination
Customer assistance
5. New and emerging job roles in Marketing
Brand Manager
The role of the brand manager is to device branding strategies for the company.
Managing brand started with how the company's brand is recognised by the customers in the
market. Accordingly they analyse and create the brand image of the company in the market.
Chief Experience Officer (CXO)

The role of the Chief Experience Officer is to develop an interactive experience with the
customers. The CXO's responsibilities is to analyse business practices and methods and create
policies that improve customers interactions with the company.
Marketing Data Scientist
They focus on improving marketing strategies by evaluating organisational and external
information and data. These strategies are use to create tactics that are use to generate the
customer's and organisation's relationships.
Growth Marketing Director
The role of the Director of the Growth Marketing is to develop and execute growth plans,
contains both customer retention and relationship building.
CONCLUSION
At the end choosing a career as per the desire is important for the graduate students. As a
career opportunity abundance of jobs are lying there in the economy. All that a student has to do
is to perform research and find a suitable job (Kazi and et.al, 2017). Academies and institutions
provides guidance to the students how to search for and choose a better career. The report
highlights the marketing profession and how it is evolving with the introduction of the new
techniques and technologies. Emerging job opportunities are arising rapidly. For the graduate
students to grab a desired career they have to understand the functions, roles and responsibilities
they have to perform. With proper research and dedication choosing the right job becomes a
simple task.

REFERENCES
Books and Journals
Kazi and et.al, 2017. Factors Affecting Students' Career Choice. Journal of Research &
Reflections in Education (JRRE), 11(2).
Philip, K., 2017. Principles of marketing. Pearson higher education.
Tiautrakul and et.al, 2019. The Artificial Intelligence (AI) with the Future of Digital
Marketing. Available at SSRN 3405184.
Farris and et.al, 2017. Key marketing metrics: the 50+ metrics every manager needs to know.
Pearson UK.
West, D.M., 2018. The future of work: Robots, AI, and automation. Brookings Institution Press.
Farris and et.al, 2017. Key marketing metrics: the 50+ metrics every manager needs to know.
Pearson UK.
Chaffey and et.al, 2017. Digital marketing excellence: planning, optimizing and integrating
online marketing. Taylor & Francis.
Dimitriadis and et.al, 2018. Advanced Marketing Management: Principles, Skills and Tools.
Kogan Page Publishers.
Online
Marketing in 2025: Five key trends that will drive the future, 2021. [Online]. Available through:
<https://brandequity.economictimes.indiatimes.com/news/marketing/marketing-in-2025-
five-key-trends-that-will-drive-the-future/72208376>
5 Evolving Marketing Jobs That Will Be in High Demand, 2021. [Online]. Available through:
<https://marketproinc.com/candidate-advice/2019/09/top-marketing-jobs-2020>

APPENDIX