Analysis of Career Planning, Marketing, and Managerial Effectiveness

This report delves into the crucial aspects of personal and managerial effectiveness within the marketing domain. It begins by exploring career planning methodologies, emphasizing the importance of self-assessment, career path selection, decision-making, and implementation. The report then positions marketing as a dynamic professional field, highlighting various career paths such as advertising and marketing manager, sales director, product manager, market analyst, and public relations director. It outlines the necessary competencies for each role. Moreover, the report identifies and analyzes the challenges faced by advertising and marketing managers, including budget allocation, differentiation issues, and resource scarcity. It concludes with recommendations for overcoming these challenges, emphasizing continuous learning and skill development. The report utilizes references from various books, journals, and online resources to support its findings.

Personal and Managerial
Effectiveness

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................1
DISCUSSION AND ANALYSIS.........................................................................................................1
Career planning methodology..........................................................................................................1
Marketing as professional field........................................................................................................2
Competencies...................................................................................................................................2
Challenges while progressing as advertising and marketing manager............................................3
CONCLUSION....................................................................................................................................4
RECOMMENDATIONS......................................................................................................................4
REFERENCES.....................................................................................................................................5

INTRODUCTION
In the modern era, it is necessary for every individual to have better planning of career
opportunities so that goals can be accomplished in an effective manner. It is important for the person to
have correct information about the career path so that plan can be designed effectually (Clampitt,
2012). It also requires continuous monitoring so that effectiveness of personal and managerial
development can be analysed and goals can be accomplished in the desired manner.
In this report, learning will focus on personal and managerial effectiveness and with concern to
that, marketing is considered as a professional field. There are number of career path in marketing field
that can be classified as advertising and marketing manager, sales director, product manager, market
analyst and public relation director. In this report, the advertising and marketing manager are
considered as the key career paths for better career planning.
DISCUSSION AND ANALYSIS
Career planning methodology
It is a kind of ongoing procedure that helps the individuals to manage learning and development
factors in a better way in order to meet the career objectives. It is also referred as a continuous process
that focuses on various factors such as interest, values, skills and preferences (Hamlin, 2006). With an
assistance of this, individual can also make sure that his work fits with his personal circumstances and
factors which will facilitate him in accomplishing his career objectives. This process covers four key
steps which every individual must follow for effective career planning. The classification of steps can
be like self assessment, choosing a career, decision making and action implementation.
In this respect, firstly I will have my self assessment in order to ensure about my strengths and
weaknesses. I will also try to identify my interest so that I can understand my key strengths and will be
able to choose a correct career path (Kenworthy, 2014). After this, I will compare my interest and
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Illustration 1: Career planning methodology

strengths with various career paths in order to find out the most suitable path. In the third phase, I will
choose the best suitable career path and make some significant decisions regarding that as it will
facilitate me to accomplish my career goals (Miller, 2011). At last, the decision taken will be
implemented and the development will be monitored in order to meet the set objectives.
Marketing as a professional field
Marketing is all about communicating to customers with consideration of organisational goal or
motive to sell product or service to them. In other words, it can be said that it is to have communication
about key values of product within market. I have chosen marketing as my professional field because it
has great opportunities in the current market scenario which also boosts my career opportunities
(Hölzle, 2010). In the modern era of competitive market, every business organisation is using various
marketing tactics and tools to better sustain in the market. This indicates that there are number of
marketing jobs which are present in market. It is one of the beneficial factors for my career goal’s
accomplishment (Henseler, 2009). Other than this, I have chosen marketing as a professional filed
because its key motive is to make relationship with customers and to communicate them information
about the product in an innovative way. It is one of my key interests to interact with people and
innovation is one of my strengths which will facilitate me in the accomplishment of career goals.
Marketing is also the most suitable field because it has number of job opportunities which can
be classified as advertising and marketing manager, sales manager, product manager, market analyst
and public relation manager (Dickmann, 2005). It also enhances my career opportunities and facilitates
to accomplish the goals in a better way. It also plays a key role in the success of every organisation and
facilitates in creating better awareness about the brand or products within market.
Competencies
Advertising and Marketing manager: It is necessary for the individual to have improved
knowledge about marketing principles and market trends. Person must have good communication skills
and need to have 2-4 years job experience in the field (Wilson, 2007). Also, he must have good time
management skills and ability to perform various tasks. Managing various marketing strategies and
policies that can boost advertising activities is also one of the requirements in him.
Sales manager: It requires high level of communication skills and he must be capable enough
to manage the sales force in order to accomplish the sales and profit goals. High level of observation
skills is also necessary so that customer perception can be interpreted (Beggs, 2008). Individual must
have 5-6 years work experience in the sales field. Along with that, he must have good coordination
skills to have better accomplishment of day to day activities. Also, he should have proper knowledge
about various sales strategies so that sales target can be met in an effective way.
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Product manager: It is necessary for the individual to have skills that can manage and develop
the marketing activities in an order to maximize the sales of product (Carless, 2007). Person must have
proper skills which can help him in the analysis of brand performance. Also, he needs to ensure about
the current trends of products so that desired product can be developed. It is also essential to
understand the customer needs in order to develop an effective product. Monitoring and observation
skills are also necessary so that problem areas in the product can be identified in a better way (Siegel,
2007).
Market analyst: In this, it is necessary for the individual to have skills to gather information
about various market trends and products so that better strategies can be designed. Person also requires
good coordination and team management skills so that he can coordinate effectively with other
managers like sales, advertising and product manager (Cravens, 2008). Individual must analyse the
performance of competitors in order to understand the success factors. Price, features and methods of
marketing, all needed proper analysis to have effective operations. Research skills are also needed in
the individual to understand the trends in a better way.
Public relation manager: It is necessary for the individual to have good communication skills
so that he can interact with others to create better relationship. Individual must participate in various
public relation activities that provide opportunity to interact with clients' (Deeter-Schmelz, 2008). He
must have good coordination skills so that he can coordinate with various print and broadcast media.
Also, he should have proper knowledge about the benefits and drawbacks of diverse forms of media
that business can use.
Challenges while progressing as advertising and marketing manager
It has been identified that there are number of challenges that I faced while working as an
advertising manager. In this support, it can be said that key challenge was to have effective allocation
of budget to all marketing activities (Gladson Nwokah, 2008). Many times, the effectiveness of
marketing activities has impacted negatively due to improper allocation of budget and resources. So, it
is necessary for me to overcome this issue. If manager has allotted wrong budget to media source that
cannot provide better outcomes then effectiveness of overall marketing will be affected.
Another key issue regarding differentiation which has been spotted is that sometimes,
customers do not want to watch the advertisement as they do not take it as their interest (Chen, 2011).
It impacts the overall marketing activities in a negative manner so, it is necessary for manager to
overcome the issue. In this respect, I must bring some differentiation in advertisement so that
customers can feel interested in watching advertisement.
Scarcity of resources is also one of the issues that impact the working of marketing manager. In
most of the cases, it has been identified that the marketing manager design their marketing activities
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without any proper allocation of resources (Career planning, 2012). In this, the key challenge is to
have effective allocation of resources so that they can meet the objectives in a better way. Marketing
manager also face some issues regarding customer and product positing which also impacts the
marketing activities. It is necessary for the manager to ensure that policies are designed with a
consideration of customer perception and needs.
CONCLUSION
As per the above study, it can be concluded that the personal and managerial effectiveness
measurement is necessary for better career opportunities. It has been identified that with an assistance
of career planning methodology, individuals can design better future. In this, individual needs to follow
some steps that can be classified as self assessment, choosing a career, decision making and action
implementation. It has also been spotted that the marketing field provides number of career
opportunities as it offers wide range of jobs. The classification of career path in marketing field is as
advertising and marketing manager, sales manager, product manager, market analyst and public
relation manager.
RECOMMENDATIONS
It has been identified that marketing manager faces number of issues that impact the overall
marketing activities. It is necessary for the marketing manager to overcome the issues by improving
knowledge about marketing principles and concepts. Other than this, I can also focus on various
educational courses that can amend my knowledge about marketing. The improvement in knowledge in
context of field will also boost the career opportunities. I can go for masters in marketing so that I can
amend my career opportunities. Moreover, I can also concentrate on some other marketing courses that
can render the support to my marketing skills. I can look for social media marketing courses and some
other courses to have better opportunities in the future.
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REFERENCES
Books and Journals
Beggs, J. M., 2008. Distinguishing the factors influencing college students'choice of major. College
Student Journal. 42(2). pp. 381.
Carless, S. A., 2007. Applicant attraction: The role of recruiter function, work–life balance policies and
career salience. International Journal of Selection and Assessment. 15(4). pp. 394-404.
Clampitt, P. G., 2012. Communicating for Managerial Effectiveness: Problems| Strategies| Solutions.
Sage Publications.
Cravens, D., 2008. Strategic marketing. McGraw-Hill Irwin.
Deeter-Schmelz, D. R., 2008. What are the characteristics of an effective sales manager? An
exploratory study comparing salesperson and sales manager perspectives. Journal of Personal
Selling & Sales Management. 28(1). pp. 7-20.
Dickmann, M., 2005. Developing career capital for global careers: The role of international
assignments. Journal of World Business. 40(4). pp. 399-408.
Gladson Nwokah, N., 2008. Managerial competencies and marketing effectiveness in corporate
organizations in Nigeria. Journal of management development. 27(8). pp. 858-878.
Hamlin, R. G., 2006. Coaching at the heart of managerial effectiveness: A cross-cultural study of
managerial behaviours. Human Resource Development International. 9(3). pp. 305-331.
Henseler, J., 2009. The use of partial least squares path modeling in international marketing. Advances
in International Marketing (AIM). 20. pp. 277-320.
Hölzle, K., 2010. Designing and implementing a career path for marketing managers. International
Journal of marketing management. 28(8). pp. 779-786.
Kenworthy, J., 2014. Developing managerial effectiveness: assessing and comparing the impact of
development programmes using a management simulation or a management game.
Developments in Business Simulation and Experiential Learning. pp. 32.
Miller, A. R., 2011. The effects of motherhood timing on career path. Journal of Population
Economics. 24(3). pp. 1071-1100.
Siegel, D. S., 2007. The rise of entrepreneurial activity at universities: organizational and societal
implications. Industrial and Corporate Change. 16(4). pp. 489-504.
Wilson, F., 2007. Gender, entrepreneurial Self‐Efficacy, and entrepreneurial career intentions:
Implications for entrepreneurship Education1. Entrepreneurship theory and practice. 31(3). pp.
387-406.
Online
Career planning, 2012. [Online]. Available
through:<http://www.careercentre.dtwd.wa.gov.au/CareerPlanning/Pages/CareerPlanning-
4StepPlanningProcess.aspx>. [Accessed on 6th October 2015].
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Chen, Y., 2011. Professional competencies for marketing managers. [PDF]. Available
through:<http://www.wiete.com.au/journals/WTE&TE/Pages/Vol.9,%20No.4%20%282011%2
9/02-01-Lin-Y-T.pdf>. [Accessed on 6th October 2015].
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