Marketing Career Research Report: Trends, Skills, and Opportunities

This career research report delves into the marketing profession, focusing on the skills, knowledge, and experience required for a recent graduate to succeed. It highlights the growing importance of marketing in the digital age and the need for professionals who can effectively advertise and promote products and services. The report incorporates both secondary research, examining general trends like the impact of social media, technology, and psychology on marketing, and primary research, gathering insights from marketing executives about the changing buying behavior of customers and the significance of digital marketing. Essential skills such as communication, creativity, email marketing, adaptability, and interpersonal abilities are discussed, along with technical and conceptual knowledge necessary for a marketing career. The evaluation concludes that marketing is a dynamic field offering significant opportunities for graduates with the right skill set, emphasizing the importance of digital methods in promoting a company's products and services. The report references academic journals and includes interview excerpts as appendices, providing a comprehensive overview of the marketing profession.

CAREER RESEARCH
REPORT

Contents
INTRODUCTION...........................................................................................................................3
ANALYSIS AND APPLICATION.................................................................................................3
General trends which impact marketing profession (Secondary research)............................3
General trends which impact marketing profession (Primary research)................................5
The skills, knowledge and experience needed.......................................................................5
EVALUATION................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
APPENDIX 1: JOB ADVERTISEMENT.....................................................................................10
APPENDIX 2: INTERVIEW .......................................................................................................14
Appendix 2: Primary Research Evidence.............................................................................14

INTRODUCTION
In the existing research report I will discuss about the profession in marketing. This is the
profession which requires great education, degrees and skills. I am focusing to build a career in
the marketing profession and under this also I want to become a marketing assistant. This is quite
popular field in the marketing profession because every company requires talented team for
advertising and promoting its products and services (Di Gregorio and et. al., 2019). The
marketing profession is continuously growing in this digital age because people want to know
more about the product they make purchase. The main motive of this report is highlighting an
awareness in relation to abilities, experience and knowledge needed by me as a newly graduate
to operate in the field of marketing. These trends and knowledge are carried out by conducting
primary as well as secondary research. Therefore, the current investigation covers information
about the marketing profession, needed skills and knowledge by a graduate etc. The report also
includes the evaluation of all the skills and why I am choosing marketing profession in
comparison of available different job opportunities.
ANALYSIS AND APPLICATION
General trends which impact marketing profession (Secondary research)
Nowadays people are spending their more time on digital media channels and social media
platforms for increasing their knowledge about the different offerings of an organisation. So,
companies are putting their efforts on the procedure of advertising and marketing their products
so that attention of people could be grabbed and sales of the brands could be increased. Brands
need recent graduates who have great knowledge about the profession of marketing and also
have information about the trends taking place in the marketing profession. Some of the
important trends of marketing profession in today’s digital world are:
Social Media: Social media is one of the biggest trends within marketing procedure of
company’s products and services (Cummins and Peltier, 2020). With this it is quite necessary for
an organisation to have social media presence because it helps in engaging customers with the
brand’s different offerings. Brands conduct online campaigns so that they can create awareness
about their offerings and attract existing as well as new customers towards several offerings.
Through social media channels, brands make paid partnership with different social media
influencers so that they can also engage more number of customers with the products and

services of the company. These influencers conduct live sessions, post picture with the products
and make videos while using the product or enjoying that particular service. This grabs the
attention of customers who are new to the brand as well as stick existing customers with the
different offerings.
Social media has had an impact on the skills expected from the recent graduates who want to
build a career in marketing. Recent graduates are now expected to have skills of handling
multiple social media channels at one point of time. Many brands are recruiting college
graduates who possess great knowledge of the procedure of using social media channels.
Technology: The other important trend within marketing profession is technology because it has
influenced the business environment in a positive manner. Products of an organisation are
manufactured and produced in different places but with the help of marketing customers are
connected with the products before buying them. Marketing is done through websites of the
organisation unlike magazines or newspapers (Lahad and et. al., 2018). With the assistance of
advance technology, real-time communication is enabled and information about products are
reached out to customers. The technology in marketing also includes high quality camera,
lighting, audio recording devices etc. All these advance technologies are the trends which are
followed by brands to advertise and promote their products and services.
These advance technologies have changed the landscape of a business by increasing the global
competition and introducing new markets. Therefore, recent graduates need to have knowledge
of advance technologies so that can create eye catching videos and audios to attract customers by
promoting the offerings of brand.
Psychology: The other greatest trend in the marketing is psychology. In this it is quite necessary
to have great understanding of human behaviour, cognition, emotion and emotion. Marketing is
all about attracting customers and putting offerings in front of the audience so that they can know
more about them and purchase (Hong and et. al., 2020). Customers have the mind-set that brands
which are quite transparent offer high quality products to customers in comparison of other
products. This ultimately helps brands to develop products that could meet the new and
unrecognised requirements of the customers.
The trend of psychology is evergreen in marketing practices. It is also recognised as a future
trend in marketing profession because it is necessary to make advertisements that directly targets
needs and requirements of audience. Hence, marketing profession needs recent graduates who

could ensure customer satisfaction by understanding their responses to the products and services
offered by a particular organisation.
General trends which impact marketing profession (Primary research)
The primary investigation is conducted by using open-ended questions from marketing
executives who have great information about the procedure of advertising goods and services of
the organisation. Buying behaviour of customers have changed a lot and the reason of this
influence is usage of internet. For gaining attention of the customers brands are spending their
great funds for digital marketing through different digital platforms (Sun, 2018). It is being
identified that social media is one of the greatest trends in marketing because through this brands
make creative advertisements and grab attention of the customers to increase the sales and profit
level. On the other hand, it is also determined that usage of smartphones also hold great
importance because people can easily look for products and services though their phones.
Therefore, social media is the greatest trend within marketing profession.
The skills, knowledge and experience needed
There are certain skills and knowledge which are quite important in the marketing profession
because this creates direct connection with customers. Some of the significant skills, knowledge
and experience needed for the marketing profession are:
Key skills:
Communication skill: Marketing is the profession which requires skill of communication
because it is all about conveying information to targeted audience. It is the top most skill that is
needed in the marketing field and who desires to work in marketing department (dos Santos,
Moura and de Almeida, 2018). It is necessary that a graduate should be capable enough to
convey concepts to people in a clear and engaging way.
Creativity skill: The other significant skill is creativity skill with marketing profession because
marketing is all about cutting through the noise and conveying a message that attracts targeted
customer (Dukic, 2019). A recent graduate must have the quality of creating something which is
outside the box. It is quite necessary that an individual must have thought process through which
they can resolve the problems from different angles.
Email-marketing skill: Another important skills is e-mail marketing skill because it has grown
tremendously in recent years. E-mail is considered as one of the significant modes of

communication (Elmorshedy and et. al., 2020). It includes great knowledge of tone and voice,
strong calls to action and engaging subject lines.
Adaptability skill: A graduate should have adaptability skill because marketing is fast-changing
field with new tools and practices (Waggoner and Yates Habich, 2020). So, they should have the
ability to operate in volatile situations and work under tight deadlines.
Interpersonal skill: Operating in marketing generally means operating closely with a wider
marketing team, colleagues, clients etc. So, a graduate must have skill to interact with all types of
different people and should build strong working relationships with others (Maymoun and
Sohail, 2020).
Key Knowledge
Technical Knowledge: A graduate who is desiring to build a career in marketing profession
should have technical knowledge (Martin, 2019). It includes great knowledge of social media
channels, video marketing techniques, features of digital cameras etc.
Conceptual Knowledge: The other knowledge that a graduate must have is conceptual
knowledge (Elbeck, 2018). In this they should have great understanding of principles, models
and theories of marketing so that they can apply and carry out more positive and better
outcomes.
EVALUATION
From the above collected information it is evaluated that marketing is the job which changes as
per the needs and requirements of the customers (Elhajjar, Karam and Borna, 2021). The job role
of marketing executive is of great interest to me because I will be able to contribute in the
activities of promoting products of the brand. The marketing profession needs people who have
great communication skill and I believe that I am good in communicating with people. I think
that marketing profession needs creativity which is not in other job opportunities. This is the job
which is continuously emerging because brands need employees who have great knowledge of
digital methods to promote products and services of the company. Therefore, I believe that
marketing is the job which holds great importance in an organisation because sales and profits
are directly dependent upon that.

CONCLUSION
From the above assembled data, it is concluded that marketing is one of the professions that has
great scope for recent graduate. It is the profession that assists in keeping link with the large
number of people so that company's products and services could be promoted. Therefore, this
profession has great opportunities to develop and get great success.

REFERENCES
Books and Journals
Cummins, S. and Peltier, J.W., 2020. Understanding students’ decision-making process when
considering a sales career: A comparison of models pre-and post-exposure to sales
professionals in the classroom. Journal of Personal Selling & Sales Management, 41(1),
pp.1-16.
Di Gregorio and et. al., 2019. Employability skills for future marketing professionals. European
management journal, 37(3), pp.251-258.
dos Santos, E.A., Moura, I.V. and de Almeida, L.B., 2018. Students' Intention to pursue a career
in Accounting from the Perspective of the theory of Planned Behavior. Revista de
Educação e Pesquisa em Contabilidade, 12(1).
Dukic, Z., 2019. Choice of career in library and information science and past work
experience. Journal of Librarianship and Information Science, 51(3), pp.654-669.
Elbeck, M., 2018. The Fourth Industrial Revolution's Potential Influence on Marketing
Education. E-Journal of Business Education and Scholarship of Teaching, 12(1), pp.112-
119.
Elhajjar, S., Karam, S. and Borna, S., 2021. Artificial intelligence in marketing education
programs. Marketing Education Review, 31(1), pp.2-13.
Elmorshedy and et. al., 2020. Contemporary public image of the nursing profession in Saudi
Arabia. BMC nursing, 19(1), pp.1-8.
Hong and et. al., 2020. Examining Psychological Self-Sufficiency among African American
Low-Income Jobseekers in a Health Profession Career Pathways Program. Social Work in
Health Care, 59(3), pp.139-160.
Lahad and et. al., 2018. How can we change medical students’ perceptions of a career in family
medicine? Marketing or substance?. Israel Journal of Health Policy Research, 7(1), pp.1-
5.
Martin, J., 2019. Is the profession of sport psychology an illusion?. Kinesiology Review, 9(2),
pp.92-103.
Maymoun, N. and Sohail, M.S., 2020. Who wants to be a nurse? Understanding emirati female
students’ knowledge and attitudes about nursing as a career. Nursing Education
Perspectives, 41(3), pp.E14-E19.

Sun, Y., 2018. Research on the Training Model of High-paying Employment in Yunnan
Technology and Business University----Take the Marketing Profession as an Example.
Waggoner, D. and Yates Habich, B., 2020. Collaboration is the key: faculty, librarian and career
center professional unite for marketing class success. Journal of Business & Finance
Librarianship, 25(1-2), pp.82-91.

APPENDIX 1: JOB ADVERTISEMENT