Career Report: Analysis of the Marketing Profession and Trends

This report provides a comprehensive overview of the marketing profession, examining its key components and significance in organizational success. It delves into the evolving landscape of marketing, highlighting changes such as the increasing complexity of customer purchasing decisions, the impact of technology, and the rise of digital marketing. The report explores future trends, including the adoption of AI, the use of voice assistants, and the continued growth of social media marketing. It outlines the essential skills, knowledge, and experience expected of graduate job applicants in marketing, including communication, planning, decision-making, creativity, and technological proficiency. The report also includes an evaluation section, where the author expresses interest in a Marketing Executive role, detailing how their skills and interests align with the job requirements and company goals, along with references and an appendix containing a job advertisement and interview questions.

REPORT

Contents
INTRODUCTION.....................................................................................................................................3
Analysis and Application..........................................................................................................................3
Changes happening in Marketing Profession...........................................................................................3
Future trends in Marketing......................................................................................................................3
The skills / knowledge and experience required......................................................................................4
Evaluation..................................................................................................................................................5
REFERENCES..........................................................................................................................................7
Appendix....................................................................................................................................................8

INTRODUCTION
Marketing is one of the most integral components of and organization because it helps in
creating awareness about its products as well as services. The field of marketing offers various
opportunities to the people. Marketing is very important for an organization’s success and can
help it in achieving its goals as well as objectives in an effective manner (Churchill Jr, 2017).
When I leave university, I would like to build my career in the marketing industry. The main aim
of the respective report is to provide an overview of the marketing profession. I have always
been interested in understanding more about the different opportunities available in the industry
and how do the various marketing activities are carried out in different organizations.
Analysis and Application
Changes happening in Marketing Profession
The field of marketing is constantly evolving with various job opportunities as well as
business growth opportunities. One of the major changes taking place in marketing is the
increasing complexity in the purchasing decisions of the customers. This is mainly because the
customers use various types of media before making a purchase decision. The process of
segregating the target audience is becoming increasingly complex for companies. Apart from
this, customers today look out for products that are personalized as per their need and preference.
And due to this, companies are now learning to personalize their products as well as services for
their customers to gain their loyalty as well as trust. Advancements in technology have
completely transformed the way in which companies conduct their business activities. Also,
social media has made it easier for the companies to market their product and reach out to a
greater number of customers (Eckhardt and et.al., 2019). Digital marketing is one of the most
important changes currently happening in marketing. This is because expensive television ads
are not being replaced by affordable internet campaigns.
Future trends in Marketing
It has been estimated that the field of marketing will continue to grow in the future with
various innovations being implemented. AI-first approach is one of the trends that will drive the
future of marketing. Today, most organizations have implemented artificial intelligence as well
as machine learning into their systems in order to ensure more reliable, accurate as well as real-

time analytics. In the future, artificial intelligence is being estimated to become an integral part
of the marketing profession. This will help in improving the overall customer satisfaction and
help organizations in gaining their trust. The use of voice assistants has also been increased over
the last few years. This has opened new opportunities of marketing because it allows better
interaction with the customers (The Digital Marketing Trends in 2020: What is the Future of
Marketing?, 2020). The voice assistants can be used to deliver personalized services to the
customers in the future. Marketing in the coming years is going to become a crucial part of the
overall success of any organization (Felix, Rauschnabel and Hinsch, 2017). Social media
marketing as well as digital marketing are two other trends that have grown to a great extent over
the last few years and are expected to transform even further. There are various social media
platforms such as Facebook, Instagram and Twitter that have made it easy for marketers to reach
out to a greater number of customers. Social media has not only helped in increasing the
customer base, but also in developing a better understanding about the needs as well as
preferences of the customers. Apart from this, the use of various digital marketing methods will
allow the process of marketing to be conducted in an effective and enhanced manner.
The skills / knowledge and experience required
The skills and knowledge that would be expected from the graduate job applicants for a
marketing profession include strong communication skills, planning skills as well as decision-
making skills. This is because, being in the marketing profession, the graduate job applicants will
be required to interact with a greater number of customers frequently. With effective
communications, I will not only be able to communicate with different people effectively, but
also develop strong interpersonal skills as well. not only this, effective communication skills
would allow me to define the benefits of the products as well as respond to the objections of the
customers, if they have any, properly (Hollensen, 2019). Planning skills are another important
skill that graduate job applicants are expected to have as they would help them in completing the
tasks assigned to them effectively with proper planning. In marketing profession, there can be
cases that requires an immediate decision to be taken. Effective decision-making skills will not
only allow the company to achieve its goals, but also ensure that the available resources are
utilized in an effective manner.

Creativity and imagination skills are other important skills that graduate applicants will
be expected to have. This is because marketing is profession that requires the employees to be
creative as well as have unique imagination skills. If I have good creativity skills, I will be able
to share more innovative and unique ideas which can be used for developing strategies. As a
result, the customers satisfaction will increase as the products and services that they will receive
will be personalized according to their individual needs as well as preferences. Creativity and
imagination skills are important because they drive originality, which can help the business in
standing out from the rest of the competition in the market (Kannan, 2017). The graduate job
applicants are also expected to have good technological skills so that they can strengthen the
overall effectiveness of the company as well as create relationships with the customers.
Since graduate job applicants have left their university recently, there is no expectation of
them having an experience for the marketing profession. But there are certain areas in which they
are expected to have knowledge about. Firstly, they are expected to have knowledge about the
recent marketing trends in the industry. This is important because it can help the company in
making innovative as well as effective strategies in order to attain organizational goals and
objectives (Martin and Murphy, 2017). Apart from this, they should also have knowledge of the
key marketing principles as well as methods in order to promote, market and sell the products as
well as services to the customers. Possessing these skills can be very helpful in getting a job in
marketing as well as serves an opportunity to acquire various new skills as well as knowledge.
Evaluation
There is a job vacancy of Marketing Executive and it is of interest for me because I will
get an opportunity to enhance my skills as well as existing knowledge about the industry. I have
always been keen about learning the different trends as well as innovations in the field of
marketing. I am also interested for the job role of a Marketing Executive because they are
responsible for managing the marketing activities in order to promote and enhance the existing
sales of the company. Also, I believe that I have good communication, creativity as well as
imagination skills and therefore, I will be suitable for this job role. I will be able to contribute
towards maximizing the overall profitability of the firm (McDaniel Jr and Gates, 2018). Also, I
believe that this job role relates to my potential because during my time at the university, I have

always taken responsibilities for different projects and tasks. And this is why I believe that I will
be able to carry out the different tasks as a Marketing Executive effectively.
A Marketing Executive is mainly responsible for looking after the sales of the company
and developing sales strategies that match the expectation level of the customers. I prefer this job
opportunity to others that I earlier consider because of my interest and passion for marketing. I
want to learn new and innovative things and how do they impact the overall marketing processes
of the company (Morrison, 2018). Although the respective job role, Marketing Executive is not
new in the industry, it still attracts a lot of job graduate applicants. Similarly, I feel that I will be
able to give in my best efforts to this job and also, contribute to the overall success of the
company. Lastly, another reason that I am interested for this job role is that I will get an
opportunity to work as part of a team. I will learn new things as to how can marketing activities
be carried out in an effective manner from other members of the team.

REFERENCES
Books & Journals
Churchill Jr, G. A., 2017. Marketing. Saraiva Educação SA.
Eckhardt, G. M. and et.al., 2019. Marketing in the sharing economy. Journal of Marketing.
83(5). pp.5-27.
Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research. 70. pp.118-126.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing. 34(1). pp.22-45.
Martin, K. D. and Murphy, P. E., 2017. The role of data privacy in marketing. Journal of the
Academy of Marketing Science. 45(2). pp.135-155.
McDaniel Jr, C. and Gates, R., 2018. Marketing research. John Wiley & Sons.
Morrison, A. M., 2018. Marketing and managing tourism destinations. Routledge.
Online
The Digital Marketing Trends in 2020: What is the Future of Marketing?. 2020. [Online].
Available through:< https://consultyasser.com/digital-marketing-trends-2020-futrue/>.

Appendix
Job Advert for Marketing Executive
Jab Advert
Marks and Spencer is looking for qualified and smart job graduate applicants for the role of
Marketing Executive. The applicants are expected to have a Bachelor’s degree in Marketing.
They will be responsible for creating and managing the different marketing campaigns. They
will also be required to interact with the clients and address any queries that they might have.
Preferred skills include strong communication skills, decision-making skills and planning
skills. Having knowledge of the latest industry trends will be a great add on.
Salary - Negotiable
Experience – 0-3 years
Location – London, United Kingdom
Evidence for primary research
Name of contact Abc
Company Marks and Spencer
Job title Marketing Executive
Date of contact 5th March, 2021
How did you contact them? Interview
Questions asked
Q1. Why are you interested in getting the role of Marketing Executive?
I have always been interested in learning about how different companies market their
products and services. Also, this job role will provide me various opportunities to develop new
skills as well as enhance my existing knowledge.

Q2. What are the skills that job graduate applicants are expected to have for a marketing
profession?
Graduate applicants looking for a job in the marketing profession are expected to have
excellent communication skills, decision-making as well as planning skills.
Q3. In your opinion, is having experience necessary to get a job in the marketing field?
Job graduate applicants are not expected to have an experience as they directly join the
job after leaving the university, but having even a little experience is of great help during the job.
Q4. What are the responsibilities of a Marketing Executive?
A Marketing Executive is expected to create and manage the different marketing
activities and plan and develop strategies that can be implemented in order to attain
organizational goals as well as objectives.