Career Research Report: Marketing in the Modern Business World

This career research report provides a comprehensive overview of the marketing field, examining current trends such as globalization, technology, and customer relationship management. It identifies essential skills for marketing professionals, including interpersonal, communication, IT, and teamwork abilities, alongside relevant knowledge areas like consumer behavior and technical skills. The report evaluates the digital marketing field as a promising career path, highlighting its growing importance and diverse opportunities in social media marketing, SEO, and content marketing. The student's reflection emphasizes the significance of digital marketing due to the decline of traditional methods, and the report concludes by summarizing the insights on career choices and the evolving marketing landscape.

Career Research Report

Table of Contents
INTRODUCTION...........................................................................................................................4
Analysis and Application.............................................................................................................4
Skills and knowledge required.....................................................................................................5
Evaluation....................................................................................................................................8
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................10

INTRODUCTION
In current world, there are ample of opportunities available for individuals in which they
can make career. It is crucial for students to make right career choices in order to get success in
future (Blakeman, 2018). The area that has been selected in current report is marketing which
consist ample of career as well growth opportunities in terms of different roles and
responsibilities. Here, I am an undergraduate student and looking for a bright career in
marketing. In the current report, different skills as well as competencies required to perform
selected job roles and responsibilities have been discussed in detail. In addition, it also comprises
current trends prevailing within marketing industry.
Analysis and Application
General trends:
In current business world, there are ample of changes have been introduced in each and
every fields. These changes are also essential to bring new, innovative as well as creative
approaches in market. In the current report the chosen profession is marketing which comprises
higher growth potential. There are several opportunities available within the area. Here, some
recent trends which will impact marketing profession are underneath below:
Globalization: It refers to interaction between individuals, companies, government of
different nation worldwide. It has reduced down restrictions over international trade by
facilitating better relationships between different countries. Now, it is easy to exchange products,
services, resources with other nations (Chaffey and Ellis-Chadwick, 2019). It has brought
technological advancements that is beneficial for growth of economy. It is monitored that
globalization also wider the scope of marketing by easing cross border transactions. Now,
marketers can easily approach to international audience that enhances overall sales and
profitability of company. Customers also get benefitted with competitive pricing. It provides
opportunities to marketers to target global audience for enhancing existing brand image. On
another side, competition has also been increased due to globalization as now foreign companies
are providing products and services to customers at lower price. Therefore, global marketing has
become an emerging trend which will influence marketing practices in an efficient manner.

Technology: In current scenario, technology has become a crucial part of business. Now,
in most of the business activities are completed with the help of technology. In the area of
marketing, there are a lot of new and creative tools are being used in order to get better results.
Now, companies use online platforms, digital approaches to promote their products at wide level.
Whether, small or large organizations, all are using online techniques to advertise products and
services. Main aim of using these advance technology is to increase in sales in minimum
expenses. With the help of social media platform, SEO, it is easy to retain audience for longer
run by making a strong relationship with them. In addition, marketers also use tools as well as
software’s to get familiar with needs and requirements of buyers. Therefore, technology is
putting great impact over business and its profitability.
Customer relationship management: It is stated that customers are most crucial person
for business who drives sales and revenue for company. Here, CRM is concerned with maintain
satisfying, retaining customers for longer duration (Maduku, Mpinganjira and Duh, 2016). Main
aim of CRM is to maintain long term relationship with buyers so that they give preference to a
particular brand. Now, customers have higher power and marketer’s emphasis to provide
products and services as per requirements of final users. So, it is imperative to have good people
skills in order to make a great career in marketing. For this, individual needs to be well aware
about market trends, preferences of customers to ensure long term sustainability of business.
With above stated points, it is monitored that there are a lot of recent trends such as
globalization, use of technology, CRM and more. These all trends put a great impact over
marketing practice so one need to be updated with these trends in order to explore in the field of
marketing.
Skills and knowledge required
Skills:
Interpersonal skills: It refers to the ability of an individual to interact with other person.
In marketing profession, individual needs to interact with a lot of people on daily basis so they
need to have higher interpersonal skills. In addition, it will also help to provide required products
and services to customers as per their needs and requirements.

Communication skills: This skill make a person enable to exchange necessary
information with other individuals (Nargundkar, 2020). A marketer needs to have exponential
written as well as oral communication skills so that they can convey features, attributes of
product & services to customers. This skill is really essential to enhance sales and profitability of
organization by enhancing its current customer base.
IT skills: Now, ample of technologies are used in marketing so it is vital to be well
versed in the use of recent tools and software’s. It makes marketer enable to drive more sales and
profit margin for growth and development of organization. For this, marketer needs to have
necessary knowledge about digital and online techniques to promote products at wide level.
Team work: It is analyzed there are several people work within an organization as a team
to attain common goals. It may possible that they have different opinions, thoughts but
eventually all need to work together for company. So, an individual need to have necessary team
work skills so that they can coordinate with other people. It is stated that coordination and
collaboration is really essential for attainment of common goals within stipulated period of time.
Presentation skills: This skill makes a person enable to deliver thoughts, opinions, to
other person (Rowles, 2017). In marketing, people needs to present products and services to
customers. Thus, they need to have effective presentation skills that help to deliver attributes,
features of products to customers in an effective manner.
Knowledge and expertise:
Consumer Behaviorist: It is analyzed that marketer need to have knowledge regarding
consumer behavior. It is essential to provide better services as well as experience to buyers that
will lead company towards higher sales and profit margin. With this, they are able to know
behavior, attitudes of customers and provide them product accordingly. In addition, it also helps
to strengthen the bond between customers and brand that is crucial to inflate overall profit
margin.
Technical skills: In current business world, marketers need to have technical skills so
that they can use digital ways of promotion and advertisement. It will make them enable to
connect with customers effectively in order to get competitive edge at market place. In addition,

marketers also need to have higher expertise in the use of recent tools and software’s to meet
with requirements of customers in an effective manner (Van Esch, Black and Ferolie, 2019).
Therefore, there are several skills as well as expertise are required to make the most of
the opportunities available within marketing field. For this, an individual needs to develop
certain skills such as communication, presentation, interpersonal skills and more so that they can
perform assigned roles and responsibilities in better way.

Evaluation
On the basis of current market scenario, I will select the post of digital marketing which
is an emerging field within marketing. Now, majority of companies rely over digital marketing
approaches to promote products and services at wide level. Here, it has become the recent trend
as it helps to enhance the reach of organization. This practice will make me enable to enhance
customer base of company by using different approaches. In addition, digital marketing has wide
scope as it consist social media marketing, SEO, content and website marketing and more. Thus,
it will provide me great opportunity to get knowledge of different fields that is crucial for my
future career growth. With the help of social media marketing, I will be able to connect with
customers in better manner and provide them better experience. It will help to make positive
image of brand at global level that is vital to get higher competitive edge at market place.
Further, SEO will help me to drive more traffic over website that will eventually increase overall
sales & profitability of company. Therefore, I will like to make my career in digital marketing
due to increasing demand of this skill in current market place. It will provide me great
opportunities to explore and grow in future. Now, digital marketing has become popular and one
of the emerging area in the field of marketing due to decrement in the use of traditional
marketing approaches. Due to these reasons, I will choose digital marketing as my career choice
and will put all the efforts to make a promising career in this field.

CONCLUSION
Out of above discussion, it is summarized that an individual needs to be concern about
future and select one of the best field to make a bright future, It is monitored that marketing is
one of the emerging area in which one can make a better career. There are some recent trends
such as globalization, technology and more put impact over marketing. Discussion has been
carried out regarding different skills and areas of expertise within marketing. Moreover, digital
marketing has been chosen as career choice in the area of marketing.

REFRENCES
Books and journals
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Maduku, D.K., Mpinganjira, M. and Duh, H., 2016. Understanding mobile marketing adoption
intention by South African SMEs: A multi-perspective framework. International Journal
of Information Management, 36(5), pp.711-723.
Nargundkar, R., 2020. Marketing research: Text and cases. McGraw-Hill Education.
Rowles, D., 2017. Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Van Esch, P., Black, J.S. and Ferolie, J., 2019. Marketing AI recruitment: The next phase in job
application and selection. Computers in Human Behavior, Berman, B. and Thelen, S., 2018.

Appendices
Primary research
Name of learner: Name of the Supervisor:
Project Title: Date:
Update of weekly research/ tasks achieved (Account
for a minimum of six weeks with dates)
· What have you completed?
· Did you fulfil Task requirements?
· Are you on track and within deadlines set?
· Did you need to make any changes to your
Project management plan?
I have finished assignment on topic
“Career research report on the area of marketing in
retail industry”.
Yes
Yes
No
Any risks and / or issues identified.
Yes, I was confronting different issues which are

· Did you identify risks/issues with a lack of
Skills required for undertaking research tasks?
· Did you identify any additional risks/issues
that have an impact on the project management
Plan?
connected with handling prevailed resources such as
lack of resources in different level related to research
work.
No
Problems encountered
· What barriers did you face?
· How did you overcome them
I faced several problems while collecting
information from individuals as time as well as cost
was the biggest constraint whole gathering
information.
New Ideas and change of project direction
What Have I learnt about myself this week?
· How did I feel when I had to deal with
Tasks/problems?
· Did I find it useful to complete the tasks?
This week I increase my learning regarding the
opportunities available in marketing filed and
emerging trends in the market require to make a
bright career in marketing.
I was emphasised on increasing leadership skill as
well as interpersonal skills
Yes all task completed in order to achieve
objectives.
I am focusing on detailed assessment of different