Career Research Report: Skills, Knowledge & Trends in Marketing

This career research report explores job opportunities in the marketing profession, focusing on the role of a digital marketer. It highlights the essential experience, knowledge, abilities, and skills required to succeed in marketing, along with current industry trends and employer expectations for recent graduates. Primary data was collected through interviews with marketing executives, while secondary data was gathered from journals, books, and articles. The report identifies technology and social media as significant trends impacting the marketing profession, emphasizing the importance of adaptability, communication, interpersonal, email marketing, and creativity skills. Key knowledge areas include conceptual and technical understanding of marketing principles and technologies. The evaluation concludes that the marketing profession offers promising career opportunities for individuals with the right skills and knowledge, particularly in the digital marketing domain. The report also includes an interview summary and a sample job advertisement.

CAREER RESEARCH REPORT

Contents
INTRODUCTION...........................................................................................................................3
ANALYSIS AND APPLICATION.................................................................................................3
General trends which will impact employment in marketing profession (Secondary research)
................................................................................................................................................3
General trends which will impact employment in marketing profession (Primary research) 5
The knowledge, skills and experience needed in retail industry............................................5
EVALUATION................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8
APPENDIX 1: INTERVIEW..........................................................................................................9
APPENDIX 2: JOB ADVERTISEMENT.....................................................................................10

INTRODUCTION
In the present investigation I will carry out information about job opportunities in marketing.
Marketing is the procedure through which an organisation promotes and advertises its products
and services to the customers. Hence, this profession needs high-quality education skills and
degrees (Key, Czaplewski and Ferguson, 2019). I desire to make a career in the profession of
marketing because it is directly connected to the real world. Under marketing profession, I want
to work as a digital marketer for an organisation so that I can use current advanced technologies
to fulfil my own objectives as well as company’s objectives. The profession of marketing has
great scope in the present time because every company needs an individual who can promote
products in such a manner that large number of customers would be attracted. The major purpose
of doing this research report is to showcase the necessary experience, knowledge, abilities and
skills to successfully conduct activities of marketing in an organisation. This report also
highlights the various trends of marketing profession and expectations an organisation keeps
from recent graduates while recruiting them. With the motive of collecting primary data
interview will be conducted with the right respondents so that they can provide detailed
information about the profession of marketing and the importance of digital marketer in an
organisation in the digital world. On the other hand, for the collection of published and used data
secondary sources will be used. The secondary sources include journals, books, newspapers,
articles, publications etc.
ANALYSIS AND APPLICATION
General trends which will impact employment in marketing profession (Secondary research)
In the present digital world people spend their most of the time on different social media
channels and digital media platforms to increase their knowledge about different offerings by the
company. An organisation puts great effort in the process of promoting and advertising their
products so that attention of existing as well as new customers could be gained. Eventually, this
helps in increasing the number of sales of the company as well as improve brand image in the
market. Companies work as per the latest trends in the market so that people can be attracted and
an organisation can have talented and skilled employees. Some of the significant trends in the
profession of marketing are explained below with their justification.

Technology: It is one of the significant trends in the profession of marketing because this
profession is all about using advanced technologies for influencing customers as well as creating
positive business environment. An organisation produces or manufactures products in several
places but with the assistance of marketing procedure an organisation gets an opportunity to
connect with people so that they can know more about products and buy them. An organisation
uses its websites for marketing products and with the assistance of website real-time
communication is carried out and people get to know more about the products before buying
them (Langan, Cowley and Nguyen, 2019). In the process of marketing technology such as audio
recording devices, lighting tools and high-quality cameras are used. Each advanced technology
becomes the trend in the procedure of marketing of products and services of the organisation.
An organisation expects from recent graduates that they must have knowledge of
adopting and using advanced technologies so that they can get great outcomes. They expect from
graduates that they must be able to create creative videos and audios for attracting customers to
promote the several products at right time.
Social media: The other greatest trend in the profession of marketing is social media.
Social media is one of the trends in the process of marketing because large number of people are
active on different channels of social media so it has become the best channel for an organisation
to engage with customers (Brych, Borysiak and Brych, 2019). Companies conduct online
campaigns for creating awareness about the newly launched products as well as attracting
potential customers. With this trend, brands make paid partnership with social media influencers
for engaging and grabbing attention of large number of customers. Fashion bloggers and
vloggers consistently post pictures and conduct online live sessions in relation to offerings of the
brand.
The trend of social media has great impact on the expectations of an organisation from
recent graduates (Yorkand et. al., 2021). Now companies want those graduates who can
negotiate with social media influencers so that products of the company can be advertised and
promoted without increasing cost of the whole organisation. In simpler words, companies recruit
those recent graduates who can put content on different social media channels in relation to the
different offerings.

General trends which will impact employment in marketing profession (Primary research)
As per the information collected through conducted interview method it is determined that
marketing is the profession which needs creativity as well as innovation. According to marketing
executives, it is analysed that buying behaviour of consumers is one of the trends within the area
of marketing because now people have certain preferences and needs which change according to
the influence of internet (Eze and et. al., 2020). So, an organisation requires graduates who can
understand about the behaviour of customers so that they can make advertisement that can easily
grab customer’s attention as well as increase the revenue and profit level of the brand. It is also
identified that smartphones are the other greatest trend in the marketing profession. So,
organisations need those people who can take advantage of smartphones and create content for
customers. Hence, social media and smartphones are the significant trends of marketing
profession in the current time.
The knowledge, skills and experience needed in retail industry
There are several skills and knowledge needed for the profession of marketing because it is
the link between customers and organisation. Some of the essential knowledge and skills in the
marketing profession are:
Key skills
Communication skills: Profession of marketing majorly needs communication skill as it
is about delivering information about the offerings of an organisation to targeted people. A
graduate who desires to build career in the marketing profession should have listening as well as
writing skills so that they can communicate conveniently (Indra, 2019).
Adaptability skills: A graduate must have adaptability skills as marketing profession
needs new techniques, tools, procedures and practises. So, marketing manager has to work in
uncertain situations as well as in tight deadlines (McGruer, 2020).
Interpersonal skills: Working in marketing area clearly means operating with large
marketing team, clients as well as colleagues. A graduate should have skills of interacting with
every kind of person so that positive environment working can be created as well as strong
working culture (Ray, Bala and Dasgupta, 2019).
Email marketing skills: It is the important skill in the profession of marketing as it assists
in drafting communication in a professional manner so that various stakeholders of the company

can be linked as well as informed with the products of the brand. It involves skills of great tone
and voice so that large number of customers could be engaged (Conick, 2018).
Creativity skills: It is the essential skill in the profession of marketing because the
procedure of marketing highlights the company’s product in comparison of present competitors.
A recent graduate must have creativity skills so that they can think and do outside the box.
Hence, it is important for individual to have different thought procedure so that they can resolve
problems with unique solution (Spiller and Tuten, 2019).
Key knowledge
Conceptual knowledge: A graduate who wants to make career in the profession of
marketing must have knowledge of various theories, models and principles related to marketing.
This assists in carrying activities in a systematic and significant way so that marketer can create
positive outcomes (Fiala, 2021).
Technical knowledge: A graduate should have technical knowledge about technologies and
techniques because they continuously change in the profession of marketing (Alghizzawi, 2019).
So, a graduate must have information about techniques of video marketing, characteristics of
digital cameras etc.
EVALUATION
As per the above assembled information it is being evaluated that marketing profession
holds great importance in the current time (Mičík and Mičudová, 2018). I want to build a career
in marketing profession as a digital marketer so that I can contribute and show my talent in
impressing and attracting customers towards the different offerings of the brand. The profession
of marketing requires people who have great communication skills and I think I am great in
interacting with people. The profession of marketing requires creativity as well as innovation
which I think which is missing in the other available job opportunities. The job of digital
marketer is emerging consistently because people are using social media channels and digital
methods for learning about products and services of the brand. Hence, marketing profession is
suitable for my existing skills and knowledge.
CONCLUSION
As per the collected information it is concluded that marketing profession is one of the
emerging job opportunities in the current time. It includes several trends which are discussed in

the report such as technology, social media etc. The report has also covered information about
required skills, knowledge and experience for the profession of marketing so that recent
graduates could acquire these skills and get job in marketing profession.

REFERENCES
Books and Journals
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J. Inf.
Technol. Lang. Stud, 3(1), pp.24-31.
Brych, V., Borysiak, O. and Brych, B., 2019. Digital marketing of energy service companies’
personnel in the context of socio-economic development.
Conick, H., 2018. How to win friends and influence millions: The rules of influencer
marketing. Marketing News, 52(7), pp.36-45.
Eze and et. al., 2020. Critical factors influencing the adoption of digital marketing devices by
service-oriented micro-businesses in Nigeria: A thematic analysis approach. Humanities
and Social Sciences Communications, 7(1), pp.1-14.
Fiala, T., 2021. Book Review of: The Business of Plastic Surgery: Navigating a Successful
Career. Aesthetic Surgery Journal.
Indra, M.A., 2019. Technological Knowledge On Learning Digital Media And Marketing:
Career Opportunities. Think India Journal, 22(4), pp.6869-6876.
Key, T.M., Czaplewski, A.J. and Ferguson, J.M., 2019. Preparing workplace-ready students with
digital marketing skills. Marketing Education Review, 29(2), pp.131-135.
Langan, R., Cowley, S. and Nguyen, C., 2019. The state of digital marketing in academia: An
examination of marketing curriculum’s response to digital disruption. Journal of
Marketing Education, 41(1), pp.32-46.
McGruer, D., 2020. Dynamic digital marketing: Master the world of online and social media
marketing to grow your business. John Wiley & Sons.
Mičík, M. and Mičudová, K., 2018. Employer brand building: Using social media and career
websites to attract generation Y. Economics & Sociology, 11(3), pp.171-189.
Ray, A., Bala, P.K. and Dasgupta, S.A., 2019. Role of authenticity and perceived benefits of
online courses on technology based career choice in India: A modified technology
adoption model based on career theory. International Journal of Information
Management, 47, pp.140-151.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education, 41(2), pp.77-90.
Yorkand et. al., 2021. Careers Roundtable: An Exercise for Student Career Exploration and
Future Development. Journal of Behavioral and Applied Management, 21(2), pp.100-
112.

APPENDIX 1: INTERVIEW
Name of contact
Company NESTLE
Job title Brand marketing manager
Date of contact 22-03-2022
How did you contact them? Through e-mail
Questions asked &
summary of their answers
According to your knowledge, what is the main trend in
marketing profession?
The respondents has answered that smartphones and social
media are the greatest trends in the profession of marketing.

APPENDIX 2: JOB ADVERTISEMENT