Comprehensive Career Research Report: Marketing Profession

This career research report delves into the marketing profession, exploring its current trends, required skills, and necessary knowledge for graduates. Through secondary research, the report identifies technology, globalization, and social media as key trends impacting marketing, emphasizing the need for graduates to possess technical proficiency, global awareness, and social media expertise. Primary research, conducted through interviews with marketing managers, highlights the increasing importance of digital platforms and social media influencers in reaching customers, especially in the context of changing consumer behavior due to events like COVID-19. Essential skills for a marketing career include communication, problem-solving, interpersonal abilities, adaptability, and leadership, complemented by technical and conceptual knowledge. The report concludes that marketing is a dynamic and evolving field, offering promising career opportunities for individuals with the right skills and knowledge, particularly in leveraging technology and social media to effectively promote products and services.

Career Research
Report

Contents
INTRODUCTION.....................................................................................................................................3
ANALYSIS AND APPLICATION...........................................................................................................3
General trends which will impact profession of marketing (Secondary research)...................................3
Trends in the marketing profession (Primary research)...........................................................................4
The skills, knowledge and experience required for the profession of marketing.....................................5
EVALUATION..........................................................................................................................................6
APPENDIX................................................................................................................................................7
INTERVIEW.........................................................................................................................................7

INTRODUCTION
In the existing research report I will discuss about the profession of a marketing. Marketing is the
procedure to explore, create and deliver value for meeting the requirements of target market in respect of
commodities and services (Markova, Modliński and Pinto, 2020). In simpler words it refers to the
activity of advertising and showing an organisation’s product in the best possible manner. I am focusing
to make a career in the marketing profession as I want to be a marketing manager, which is the most
popular field for the graduates. Nowadays, marketing is all about using digital methods for promoting
and advertising products of the company. Hence, in this report I will give in-depth information about the
marketing profession with retail industry. The main motive of doing the current report is to highlight
knowledge, experience, skills and abilities needed by me as a graduate to operate in the field of
marketing. This also includes the trends carried out through primary investigation. On the other hand,
significance of employability skills and experience needed are taken out through secondary
investigation. I will also include skills that are required by me for performing the roles and
responsibilities of marketing manager. The present investigation selects Burberry as an organisation and
selects 2 managers from the organisation to gather primary piece of information.
ANALYSIS AND APPLICATION
General trends which will impact profession of marketing (Secondary research)
There are many trends that happen in the marketing profession because people’s preferences and
needs are not fixed and for these methods of marketing also change. Some of the common trends that
directly impact the profession of marketing are given below in a brief manner.
Technology: Technology is one of the greatest trends in the marketing profession because
technology is the element that gets updated on a continuous basis (Spanjaard, Hall and Stegemann,
2018). The advance technologies include proper lighting, audio recording devices, digital cameras etc.
People associated with the marketing department continuously make efforts to identify about the new
technologies needed for the marketing profession so that they can easily attract and reach large number
of customers. The other greatest trend of technology within marketing is marketing automation. It is the
procedure of using software for automating daily activities related to marketing for the organisation.
This also helps in maintaining transparency among the member working in the marketing team.

Hence, the trend of technology also impacts the graduates who want to make profession in the
marketing because they also need practical knowledge of the software so that they can use and make the
operations of marketing team easier. They should have great knowledge of advance cameras so that they
can record great quality pictures and videos for promoting offerings of the organisation.
Globalisation: Another trend of marketing profession is globalization because it breaks down the
borders among countries and increases the reach of an organisation to foreign clients. Through
globalising marketing activities, marketing department takes products of the organisation to international
market. Through this trend marketing is created so that large number of customers can be influenced and
make them aware about the reduction of import and export taxes (Peleg, 2018).
Therefore, globalization also impacts the expectations of recently graduates who are looking for
having a career in marketing profession. Company expects from the graduates that they must have skills
that could be applied anywhere in the world and not just in their own country. Companies are putting
marketing manager in the places as per the needs of regional market so that customers could be
attracted.
Social media: Social media is the biggest and effective trend within marketing profession
because in this competitive world social media presence is important and essential. Companies now
form productive and fit social media profiles for improving business as well as encouraging staff with
the motive of encouraging staff. Companies conduct online marketing campaigns through these social
media channels in order to grab attention of the new customers and maintain existing ones.
Thus, social media has direct influence on recently graduates and desiring to make career in
profession of marketing. Graduates must have knowledge about the different channels of social media so
that they can effectively use apt channel to reach customers and promote products and services of the
brand. They must be aware about the social media influencers who have great number of followers and
can easily influence new and existing customers.
Trends in the marketing profession (Primary research)
According to the information assembled through primary research by conducting interview it is
analysed that jobs in marketing are continuously increasing for the success and development of the
company. Due to the emergence of COVID-19 consumer buying behavior has changed as people are
more interested to stay at home. So, companies are positively reacting to this opportunity and spending

more on digital platforms to reach and fulfill needs of customers (Lindgreen, Di Benedetto and
Nicholson, 2021).
The trend in marketing profession is including social media influencers so that customers could
be attracted and make large number of purchases from the brand. The marketing profession needs every
element that updated because then only attention of customers can be grabbed towards the different
offerings of the brand (Suh and Lee, 2018). Therefore, people are more interested to stay at home rather
than moving out, so marketing profession takes advantage of social media platforms to positively
influence behavior of existing and new customers. Therefore, marketing profession needs people who
have great knowledge about technologies and needs and preferences of the customers.
The skills, knowledge and experience required for the profession of marketing
Marketing is the profession that needs great skills, experience and knowledge needed so that
graduates can make their great career in the same (Stewart and Ladik, 2019). Some of the significant
skills and knowledge required in the marketing profession are briefly given.
Key skills
Communication skill: Marketing is the activity that is related to making communication to an
audience, so it is the topmost skill needed by a graduate. Marketing manager must have this skill so that
they easily convey concepts t others and engage them with the products of the company (DEL
TRABAJO and DE MERCADOTECNIA, 2018).
Problem solving and creativity: The other most significant skill is problem solving and
creativity because it is related to cutting through the noise and conveying a message that resonates with
target consumer. Marketing profession needs graduates who can tackle challenges from new angles and
give innovative solutions.
Interpersonal skills: Another skill needed in marketing profession is interpersonal skills which
highlights the importance of operating closely with a wider marketing team, clients, vendors and other
departments. Graduates must have skill of frequently interacting with several people so that they can
build good relationship with people.

Adaptability: Marketing is the field which is fast-changing with new best tools and practices.
Graduates of marketing should have to work in deadlines and sometimes they can be assigned with tight
deadlines. So, they should be adaptive in nature and change according to the given circumstances.
Leadership: The other important skill is leadership which is needed in the marketing profession
because it takes time to develop and build over time. A graduate should have this skill so that they can
simply guide junior members of the team towards the goals of the marketing (Moorman, and et. al.,
2019).
Key knowledge
 For the profession in marketing, a graduate should have technical knowledge. Technical
knowledge can include appropriate knowledge software, hardware, advance technology
etc. This assists marketing manager to do their work with great efficiency and attracting
multiple customers from different regions.
 The other key knowledge required in the marketing profession is conceptual knowledge.
They must have this skill so that they can know which model or theory need to be put for
completing their work or operation. This knowledge is learnt through viewing, listening,
experiencing etc.
EVALUATION
As per the above-mentioned gathered information in this research report, it is summarised that
technology and social media are the best trends with marketing profession because they help in grabbing
attention of the large number of customers. I am interested in the profession of marketing because I
believe I have great knowledge of social media channels and communicate easily with different people.
Marketing is also about conveying messages to people about the products and services which I can do
very systematically and grab attention of the customers. I prefer job in marketing rather than other
industry because it continuously changes as per the changes happening in the external environment. The
job role of marketing manager is emerging role because every company needs employee who can
effectively promote and advertise their products and helps in increasing their revenue and profit.

REFERENCES
Books and Journals
DEL TRABAJO, D.T.E.L. and DE MERCADOTECNIA, Y.P., 2018. 40SYSTEMATIZATION
OF WORK TITULATION IN THE TRAINING ON CAREER.
Di Gregorio, A., Maggioni, I., Mauri, C. and Mazzucchelli, A., 2019. Employability skills for
future marketing professionals. European management journal, 37(3), pp.251-258.
GrÃjdieru, E., 2018. How to sell careers to the employees you want to keep? A marketing
approach on career development. Bulletin of the Transilvania University of Brasov.
Economic Sciences. Series V, 11(1), pp.37-44.
Lindgreen, A., Di Benedetto, C.A., Vanhamme, J. and Nicholson, J., 2021. Introduction to How
to Fast-Track Your Academic Career. In How to Fast-Track Your Academic Career.
Edward Elgar Publishing.
Markova, M., Modliński, A. and Pinto, L.M., 2020. Creative or analitical way for career
development? Relationship marketing in the field of international business
education. Creativity Studies, 13(1), pp.99-113.
Moorman, and et. al., 2019. Challenging the boundaries of marketing. Journal of
Marketing, 83(5), pp.1-4.
Peleg, A., 2018. Early-career marketing practitioner experiences of ethics: Implications for
ethics education (Doctoral dissertation, London South Bank University).
Spanjaard, D., Hall, T. and Stegemann, N., 2018. Experiential learning: Helping students to
become ‘career-ready’. Australasian Marketing Journal (AMJ), 26(2), pp.163-171.
Stewart, D.W. and Ladik, D.M. eds., 2019. How to get published in the best marketing journals.
Edward Elgar Publishing.
Suh, Y.H. and Lee, Y.J., 2018. The Effects of Salesperson'Self-directed Career Management on
Firm's Marketing Competitiveness Advantage. Management & Information Systems
Review, 37(4), pp.271-287.

APPENDIX
INTERVIEW
Q1) As per your view, what is the greatest trend in the marketing profession?
Respondent 1: Manger 1 has answered that social media is the greatest trend because it helps
in advertising products and grab attention of the customers.
Respondent 2: Manager 2 has answered that technology is the trend because it has helped in
making marketing catchier and more attractive by using digital cameras.
Q2) As per your perspective, which skill is necessary to work in marketing department?
Respondent 1: Manager 1 has responded that communication is necessary because marketing
is all about conveying messages and promoting products to customers.
Respondent 2: Manager 2 has answered that problem solving skill is necessary because it
helps in understanding the needs and problems and resolving it.