Career Research Report: Marketing Manager Skills and Industry Trends

This career research report explores the marketing profession, focusing on the skills and knowledge required for a marketing manager role. It analyzes the impact of general trends, globalization, and technology on the marketing landscape. The report includes a primary research component based on interviews with marketing managers from Tesco and Marks & Spencer, discussing their approaches to understanding target markets, utilizing marketing channels, and leveraging analytical tools. Furthermore, the report evaluates a marketing manager vacancy at Sainsbury's, aligning it with the author's interests and career goals. The research concludes that marketing is a vital industry, and the report emphasizes the importance of digital marketing skills for future success. Desklib provides access to similar reports and solved assignments for students.

CAREER RESEARCH
REPORT

Table of Contents
INTRODUCTION ..........................................................................................................................3
Analysis and application..................................................................................................................3
General trend impact on Marketing-............................................................................................3
Skill and knowledge required for marketing manager.................................................................4
Evaluation-...................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Appendices.......................................................................................................................................8

INTRODUCTION
Career research refers to the exploration of regarding their career in order to get the ideas
about their goals and future plan regarding jobs. The chosen professions for report is based on
marketing I have found that I have keen interest tin marketing from graduation started and I
want to choose marketings as the profession. Also, report discussed general trend that can affect
my profession when I will apply for job. Then considering the impacts of globalization and
technology on the basis of secondary research.
Analysis and application
I have chosen to market because it refers to activities which are helps to promote the
buying and selling of product or services (Di Gregorio, Maggioni and Mazzucchelli, 2019). Also,
it is including selling,s advertisement and delivering the product tos the customer as well ass
business. On the basis of career research it will depend on primary as well as secondary research
regarding jobs in marketing.
General trend impact on Marketing-
Increasings complexity in consumer purchasing decision- According to new trend it
has been analysed that this is impacted positive because the purchasing decision of consumers
can be depended on different areas such as Facebook, you tube, google, etc. On the other hand,
customer segmentations can be difficult to identify because customer can change their interests
accordingly.
Personalizations in product design and communication- There are vast products
design are available in the market so it is necessary for the graduate employee for expanding the
knowledge and skill regarding new products and design. So, in future individual can make their
identity by considering general trend.
Mobile communication becoming centre of marketing- For the marketing mobile
communications is very important because all the applications and engagement can be done by
mobile. Telemarketing is related to emerging trend which helps to increasings the marketing
trend (Mensah, Azila-Gbettor and Agbodza, 2021. ).
Globalization - globalization has broadened B2Bs marketings which helps to break
downs the border between countries in order to reach foreign clientele. It also improves the mass
marketers that are lead to increasing sales for business in order giving benefit to employees by
considering variety of product and competitive pricing. Market expansion provides the

opportunity for good and services that can be sourced from suppliers, customers and client all
over the world. On the other it increases the competition at global level.
Technology- Due to digital technology it helps tos reductions the cost by using telecom
and other service such as social media, operating activity on the basis of technology. The
productivity of the product and services are increasing in order to uses mass production
technique. All the machines are generated in such a way that can uses robotics for operating and
managing the goods from warehouse to shops etc.
Skill and knowledge required for marketing manager
Technical skill- For marketing managers it is necessary to have technical skill such as
SEO, optimizing the content by using keywords, sending and writing email and communication
(Spiller and Tuten, 2019). Also, it is necessary to edit and creating digital schedule and
spreadsheet and the most important is related to social media profile with editing websites.
Leadership skill- For any organizations mangers are the only one who are responsible
for leading and motivating the team in order achieving particular goal. Also, they also manage
the facilitate all the activities ins different department and offices. Other skill are related to
settings strategic goals, motivating employees for performing well and mentoring fewer
experiences team members.
Organisational skill- For marketing manager it is necessary to be multitasking ins orders
manages task and team parallel. Also, its helps to enforcing the achievable deadline to manage
complicated schedule in orders contributing meetings and events. Then it is also including
recording and filing information in document. To create strategic schedule for important project
it also helps the team member for finishing assignment on time.
Communication skill- Marketing manager communicate with range of people including
team member and co-worker (Spanjaard, Hall and Stegemann, 2018). Also, its helps to exchange
ideas, request and expectation in regards tos collaborating with team for making decision,
develop the rapports with customer and client. Further its is necessary to listening and addressing
criticism and feedback that also include writings press releases summaries.
Digital technology skill- This is the most important measure of marketing according to
current era but in future it will help to increase the general trend for interesting team. It also
helps to develop digital strategy in order to improve the customer purchase decision. It is also

necessary to develop this knowledge and graduate employee it is necessary to build digital
knowledge which will provide more opportunities.
Primary research-
On the basis of primary research has been conducted with the help of two marketing
manager one is from Tesco and another one is from Marks and Spencer. Primary research helps
to collected the data by their own. The chosen method is interviews in which first of all the
questions was how do you gain deep understanding of target market (appendix 1). The answer
given by Tesco's manager is its is depended on the product because Tesco has wide range of
product an all the category are different from one another (Hartley, Routon and Torres, 2019. ).
So it is necessary to identify that if the products is men clothing then the targets market will be
18 to 35 years old men but when the product is juice the target market will be all age group.
Then next questions was related to what channel and platforms do you used to reach potential
customer.
For this question M&S managers replied that there are different platforms are used by
company in order to reach to potential customer such as Instagram, Facebook, Twitter etc.
Instagram is used by company to reach to the young audiences but at the same time the face book
helps to target elder age people. On the basis of providing discount by offline technology its
helps to attracts more customer.
The third questions was replied by Tesco's manager in order to build relationships with
members of social media. When the customers visited the store all the details were recorded and
directly they connected through email marketing and texts marketing (Bejtkovský, 2018. ). Also,
for connect on social media they offer different tasks a give away that attract more and customer.
The lasts question was related to what is analytical tool that is used for monitoring the
traffic data. In this questions Marks and Spencer's manager said that google analytics are used
by company in order to increase the customer reach and it is most common tool that another
company also use. Also, its helps to creates traffic at website which is beneficial for the
company. On the basis of SEO it helps to use those keywords which is common for
organizations so its generate traffics as well as buildings relationship with them by providing
them discount (Sonea, 2018.).

Evaluation-
The vacancy is related to Marketing manager at Sainsbury (appendix 2) in which
requirement are related to graduate from marketings field that has skills for digital marketing. I
am interested in this job roles because it matches with my interest that is marketings and I
thought this is the good opportunity that helps to enhance my theoretical knowledges into
practical. Also, it will improve my communication skill that is very important for the marketing
person (Bordean and Sonea, 2018.). Marketing is one of the important industry that is used in
almost all the company by providing them good level of knowledge. I considered this is the best
opportunity for me. Further, digital marketing is related to new and emerging part of the business
which help to increase the trends of digital marketing in order to promote the products and
Sainsbury online. In terms of future it will work as more powerful industry that is run the
business on the basis of agile, alert and smart etc. According to statistics it has been analysed that
by 2023, the quantity of dynamic Indian web client will be arrived at around more than 700
million. Due to lock down the emerging business is changed in order to provide opportunities for
enhances the knowledge regarding social media, SEO, google analytics etc.
CONCLUSION
It has been concluded that present reports was based on career research for the graduate
employees it is very important to choose better professions that helps for meeting individual
needs and interest. The chosen profession is marketing which is very interested topic and also it
supports for future career employment. Explained general trend that is related to marketing and
how it was impacted then identified the impact of technology and globalisation on marketing
such as enhance market expansion and use digital technology. Further, study conducted the
primary research on the of interview that shown in Appendices which is related to new
advertisement in order to support some skill and knowledges which is necessary for marketings
manger.

REFERENCES
Books and journals
Bejtkovský, J., 2018. Factors influencing the job search and job selection in students of
Generation Y in the Czech Republic in the employer branding context. Management &
Marketing-Challenges for the Knowledge Society.
Bordean, O.N. and Sonea, A., 2018. Student satisfaction and perceived skills: any link to
employability?. Entrepreneurship and Sustainability Issues, 6(1). pp.356-370.
Di Gregorio, A., Maggioni, I. and Mazzucchelli, A., 2019. Employability skills for future
marketing professionals. European management journal, 37(3). pp.251-258.
Hartley, P., Routon, P.W. and Torres, L., 2019. The skills marketing majors believe they acquire:
Evidence from a national survey. Journal of Marketing Education, 41(3). pp.202-214.
Mensah, C., Azila-Gbettor, E.M. and Agbodza, J.S., 2021. Internship work-related stress: A
comparative study between hospitality and marketing students. Journal of Hospitality &
Tourism Education, 33(1). pp.29-42.
Sonea, A., 2018. Student satisfaction and perceived skills: any link to
employability?. Entrepreneurship and Sustainability Issues, 6(1). pp.356-370.
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.
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.

Appendices
Appendix 1
Interview
Question 1 : How do you gain a deep understanding of your target audience?
Question 2 : What channels and platforms do you used to reach potential customers?
Question 3 : How do you build relationships with members of the media?
Question 4 : What analytics tools do you used to monitor real-time traffic data?
Appendix 2
Sainsbury is looking for marketing manager
by following criteria:
Eligibility- Graduation in marketing
Skills required- Interpersonal skills,
communication and digital marketing skill.
Salary- 8 Lakh annual( negotianble)
Interested candidates may send thir resume
to [e-mail]