In-Depth Career Research Report: Marketing in the Retail Industry

This career research report delves into the marketing profession within the retail industry, focusing on key trends such as globalization, content marketing, psychology, and technology and their impact on the required skills and knowledge for marketing professionals. It highlights the importance of c...Read More

CAREER RESEARCH
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
ANALYSIS AND APPLICATION.................................................................................................3
General trends which will impact on marketing profession of retail industry............................3
The knowledge, skills and experience needed............................................................................5
EVALUATION................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
APPENDIX......................................................................................................................................8

INTRODUCTION
Retail industry is a quite term that employs millions of people and generating trillions of
dollars per year in sales revenue. Retail refers to the sale of commodities to customers, not for
them to sell but for using and consuming by the buyer. Under retail industry, marketing is known
as the essential component because it includes the procedure of promoting products and services
to customers (Moorman and et. al., 2019). In simpler words, it includes activities such as
advertising, promoting and selling goods to customers. The profession which is selected by me is
marketing within retail industry. There are many reasons that have insisted me to choose
profession of marketing within retail industry. The major reason of choosing profession of
marketing is that it assists in helping people in their purchases by giving great information about
the features and specifications of the commodity (Di Gregorio and et. al., 2019). The other
significant main reason is that marketing profession helps in interacting with large number of
people so that sales and profit of the organisation could be increased. The present research also
covers the position of marketing manager because it has great scope in the future (Chandra,
2021). This report covers the knowledge and skills needed for the position of marketing manager
within an organisation. The selected organisation for the report is Marks & Spencer because this
company requires many skilled and knowledgable graduate who can promote and advertise
products of the company. Information about profession of marketing requires different
knowledge and skills and this report covers this kind of information by choosing 2 participants
from Marks & Spencer. The report has covered primary and secondary information so that
relevant data can be assembled and make whole report accurate and systematic.
ANALYSIS AND APPLICATION
General trends which will impact on marketing profession of retail industry
Globalisation: Globalisation is one of the significant trends that impacts profession of
marketing. This trend has increased the competition level in the market because it offers goods at
reasonable price, fast production and technological adoption. It impacts profession of marketing
as it has increased the customer base as well as market place for the company. It makes company
to focus more on promoting and advertising product through marketing. It has also impacted
skills, knowledge and experience needed from recent graduates because the profession of

marketing requires graduates who have knowledge about the international customers, culture and
language.
Content marketing: The other important trend is content marketing which includes
posting creative blogs and posts and it is the greatest trend. It is quite successful as it gives
customers what they need. It creates posts that could easily target large number of customers
through significant content (Strack and et. al., 2021). The profession of marketing needs
graduates who can easily build posts and blogs and grab attention of the customers. Therefore,
they need students who have content marketing skill for making posts so that customers can be
easily attracted.
Psychology: It is the significant trend of marketing profession which focuses on
understanding the behaviour and emotions of human. Marketing department of a retail form
gives importance to this trend and try to understand the needs of their customers. This helps in
choosing right platform for marketing the products and services of the company (Greenhaus,
Callanan and Godshalk, 2018). The marketing department requires graduates who are able to
identify the choices and needs of the people.
Technology: Technology is the other important trend that helps in making marketing
procedure convenient and easy. Technology helps in connecting with people of different
locations and culture. The marketing profession requires graduates who have in-depth knowledge
about the advance technologies so that they can take full advantage of that and assist company to
increase its sales (Aksakal and Ulucan, 2021).
INTERVIEW
Q1) As per your view, what is the main latest trend related to the profession of marketing?
Representative 1: Manager 1 of Marks & Spencer has said that psychology is one of the biggest
trends of marketing because it focuses on understanding the behaviour of the people so that
their attention could be grabbed. It helps in selling the products as per the requirement of
customers.
Representative 2: Manager 2 of Marks & Spencer has answered that technology is the other
significant trend related to the marketing profession. Technology helps in making full use of
advance techniques so that they can reach customers in the shorter period of time.
Q2) What is the main knowledge, skills and experience needed for the profession of marketing
within retail industry?

Representative 1: Manager 1 has answered that marketing manager needs communication skill
so that they can simply interact with large number of customers and increase the number of
sales of the retail firm.
Representative 2: Manager 2 has answered that marketing manager should have creativity skill
because this assists in making blogs and advertisements that are quite attractive.
The knowledge, skills and experience needed
For performing any role or job there are several skills needed so that work can be done in
effective and efficient manner. The profession of marketing also needs different skills,
knowledge and experience which are explained below in a brief way.
Key skills Communication skill: Communication skill is very necessary in the marketing
profession because it assists in conveying the message to target group so that they can
easily grab attention of the customers (Phillips, 2020). Multi-tasking skill: The other skill needed in the marketing profession is multi-tasking
skill because marketing managers has to complete multiple activities at the same time
such as understanding requirements of customers, selecting relevant marketing campaign
etc. Organisational skill: The other important skill is organisational skill in the marketing
profession because it facilitates in working with defined rules and resolve each and every
problem. Creative skill: Another significant skill is creative skill because marketing is the job that
requires creativity so that large number of customers can be easily attracted and increase
the sales of the company (Flynn, 2019).
 Listening and understanding skill: Another vital skill for the job in marketing
department is listening and understanding skill because marketing is all about conveying
message of the organisation and listening to the needs of customers (Boiarintseva,
Ezzedeen and Wilkin, 2021).
Key Knowledge

 Technical skill: This is the knowledge which is quite important in the marketing
profession because marketing manager needs knowledge of software, machines and
different kind of production tools.
 Conceptual skill: The other important knowledge required by marketing manager is
conceptual skill. This assists the manager to resolve problems very easily and create
positive working environment.
Experience required
The minimum experience needed for the position of marketing manager is 3 years so that
they can perform their activities and tasks in an effective and efficient way.
EVALUATION
In the present time, marketing is the profession which is quite essential for customers as
well as organisation. Retail industry is mainly dependent upon its marketing level because it
helps in taking products of the firm to large number of customers. The job of marketing manager
has great interest to me because I believe that I am creative as well as have great interaction
skills. The main role of marketing manager is to form creative advertisements, blogs and posts so
that customers could be easily attracted. I believe that I can also create creative blogs and posts
so that customers can be attracted towards the organisation. Therefore, I believe that job role of
marketing manager has my great interest because I can easily make creative things to attract
large number of customers (Miller, 2020). In simpler words, I can really help an organisation to
promote and advertise products and services to new market and larger customer base. I have
selected marketing profession within retail industry in comparison of other profession because it
helps me in improving my interactive skills with each time. The other job responsibilities and
rules do not help me in keeping interaction with large number of customers. Marketing manager
is the job opportunity which is continuously emerging in the profession of marketing within
retail industry. Therefore, marketing manager is the post that holds great importance within retail
industry for the advertisement of the products and services (Singh and Singh, 2019).
CONCLUSION
From the above assembled information, it is being summarised that profession of
marketing is continuously emerging within retail industry. Technology, globalisation and
psychology are the significant trends of marketing profession within retail industry because it

helps in reaching out large number of customers in the different markets. This report has also
included skills, knowledge and experience required for the marketing profession so that work can
be completed in effective and efficient manner. Therefore, the marketing profession within retail
industry is quite vital for the success and development of the whole organisation.

REFERENCES
Books and Journals
Aksakal, N.Y. and Ulucan, E., 2021. A Study About The Role of Cronyism Perceptions of
Tourism Employees upon Their Career Plateu. İşletme Araştırmaları Dergisi, 13(4),
pp.3164-3180.
Boiarintseva, G., Ezzedeen, S.R. and Wilkin, C., 2021. Definitions of work-life balance in
childfree dual-career couples: an inductive typology. Equality, Diversity and Inclusion:
An International Journal.
Chandra, A., 2021. Best Career Options in 2022. Available at SSRN 3860163.
Di Gregorio and et. al., 2019. Employability skills for future marketing professionals. European
management journal, 37(3), pp.251-258.
Flynn, C., 2019. Career Development Strategy.
Greenhaus, J.H., Callanan, G.A. and Godshalk, V.M., 2018. Career management for life.
Routledge.
Miller, K., 2020. The Influence of Mentoring Functions on the Career Advancement of
Women (Doctoral dissertation, Capella University).
Moorman and et. al., 2019. Challenging the boundaries of marketing. Journal of
Marketing, 83(5), pp.1-4.
Phillips, D.J., 2020. Launching a Successful STEM Career in Industry. In Building Your Best
Chemistry Career Volume 2: Corporate Perspectives (pp. 57-64). American Chemical
Society.
Singh, H. and Singh, B.P., 2019. Engineering Education with Soft Skills & Innovations: A way
of Transformation towards Progressive Professional Career. Think India Journal, 22(4),
pp.7629-7637.
Strack and et. al., 2021. Decoding Global Reskilling and Career Paths. Boston Consulting Group.
The Network.

APPENDIX