Career Viewpoint Report: Skills, Knowledge for Marketing Graduates

This report, titled "Career Viewpoint," analyzes the essential skills and knowledge required for recent graduates entering the marketing profession. It explores the dynamic nature of marketing, emphasizing the need for adaptability to changing market trends. The report delves into crucial skills such as communication, project management, creativity, and analytical thinking, highlighting their importance in a digital and globalized environment. Primary research, including interviews with marketing managers, complements secondary research, providing insights into the demands of the industry. The report also examines the importance of technical proficiency, teamwork, and self-confidence. It concludes by evaluating potential career paths, such as copywriting, and emphasizes the importance of continuous learning and practical experience for aspiring marketing professionals. The report is a valuable resource for students seeking to understand the requirements of a successful marketing career.

Running head: CAREER VIEWPOINT
CAREER VIEWPOINT
Name of the Student
Name of the University
Author Note

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Executive summary
This paper is going to focus on the skills and knowledge that is needed by newly graduates in
the marketing profession. This paper is going to shed a light on the marketing skills that are
essential and also show the new skills that are needed to for marketing professionals because
of the change in trends. These details will be acquired by doing both primary as well as
secondary research. To understand the skills and knowledge needed by newly graduates
research papers by several scholars have been analyzed. Primary research has been conducted
by interviewing three managers from different marketing agencies to understand their
viewpoint on the topic. From both the research it has been found that there are some skills
and knowledge that newly graduates needed to have in order to make sure they can work
efficiently in this profession like some personal and professional skills like confidence,
learning abilities, technical knowledge and many more to work as marketing professional.

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Table of Contents
Introduction................................................................................................................................3
Analysis and application............................................................................................................3
General trends that impact the profession marketing.............................................................3
Skills, knowledge and experience required in marketing......................................................4
Evaluation..............................................................................................................................5
Conclusion..................................................................................................................................5
Appendices.................................................................................................................................7
Appendix 1.............................................................................................................................7
Appendix 2.............................................................................................................................8
Job advertisement...................................................................................................................8

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Introduction
The aim of every student is to develop a lucrative career for a better future. I too have
the same aim to create a bright future for myself. After graduating from my course I would
like to persuade my career in marketing. Marketing is mainly means the activities that are
undertaken by organization in order to promote the selling of a service or a product (Vargo
and Lusch 2014). Marketing as a profession has a huge demand in the market and this
profession has exited me since I joined college and started to understand the profession in
details. This paper is going to reflect on marketing as a profession and provide the necessary
experience, skills and knowledge that are needed to do excel in this field.
Analysis and application
According to me marketing is dynamic profession as it highly depends on the
changing market trends and environment. According to scholars, marketing professionals
engage in activities like maximize the profit of organizations, supply, determine the price on
the basis of the demand of the product, product development and also help in growing the
market share for an organization or a business (Finch, Nadeau and O’Reilly 2013).
General trends that impact the profession marketing
Marketing is considered to be a vital element in every organization. Brunello (2013)
opines marketing is important in a business as it helps in creating a brand awareness, brand
identity and brand equity among people. To become successful in this profession, the
knowledge of marketing is not enough. Marketing professionals need to have exemplary
skills and traits that help in facilitating creativity, project management, communication and
analytic skills. These are considered to be the basic and essential skills that a marketing

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professional needs to have in order to smoothly market products or services in the market that
will help organizations in gaining a competitive advantage. Finne and Grönroos (2017)
opines communication is one of the key elements in marketing as it helps in moving the
services, ideas and products from the manufacturers to the end users and also helps in
building and maintaining positive and healthy relationships with prospects, customers and
important stakeholders in an organization.
Project management is a skill which marketing professionals need to have as it is said
to be one of the most important skills in marketing. According to scholar, project
management is important to manage the projects efficiently and effectively to reach out to a
vast majority of the target audience of the organization which helps in enabling a business to
make high profit margins (Novikova 2015). Organizations tend to create projects so that they
can put their focus and emphasis all on the single project to get an enhanced and quality
performance for the betterment of the project.
Creativity is considered to be a key element of marketing. It involves the execution
and generation of the unique ideas that help in communicating messages in simple and
original ways. According to scholars, creativity in marketing shapes the message in a way
that helps in making customers or people remember the message distinctly that later leads to
high sales and brand recognition (Im, Bhat and Lee 2015). It is important for a person
working in marketing to be creative to attract customers which will pave way for brand
recognition.
In recent years, with the age of digitalization, acquiring information has become easy
and has become very important. Jobs, Gilfoil and Aukers (2016) opines thinking analytically
has become a skill that is necessary for all marketers as analyzing data and information
effectively and efficiently helps in avoiding information paralysis. To come up with a

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marketing plan it is important for marketing professionals to make sure they understand and
analyze the new market trends or required information and data to come up with feasible and
attractive marketing plans that will help in attracting customers to associate themselves with
the company.
Marketing is a dynamic profession and marketing professionals always need to
change and adapt to the current needs and trends that exist in the market to influence people
to purchase their services or products. In the age of globalization, with organizations
expanding their business it can be seen that organizations have been incorporating team work
to get the job done in less amount of time and to produce quality performance. Agarwal and
Adjirackor (2016) states that team work in marketing helps in increasing the speed of the
workflow in an organization as the work is divided among people. According to scholars,
teamwork also helps in solving issues efficiently if it crops up suddenly in the company
(Chen et al 2019) Globalization has paved way for a diverse work culture where integrated
communication has become very important. While interviewing the manager of a company,
he stated that integrated and positive communication in the workforce is important to
communicate the ideas and the plans of a project or some marketing ideas clearly which will
help the employees to understand and work efficiently to achieve targets and the goals of the
company.
In the age of digitalization where most people are on the internet and consume most
of the content online it can be seen that marketing has entered the digital medium as well.
Organizations these days market their products through their online websites and social
media. For this new approach of marketing, marketing professionals need to be
technologically savvy to create good content online to attract customers and influence target
customers.

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Skills, knowledge and experience required in marketing
Marketing as a profession is constantly evolving with the new market trends. To work
in a profession like this one always needs to be on the go. There are some basic skills that one
should have who is willing to work in the marketing profession like positive and good
communication skills, efficient project management, team work and analytic skills. With
changing times, where emphases are put on technology and on the evolving trends in the
market, adaptability has become necessary. Ameen (2017) states it is important for
professionals be flexible and adaptable to handle all kinds of situation and help in reducing
the risk factor. For this the marketing professionals needs to have fast learning skills to
understand the new technology and software that are incorporated in the business and also
ensure they are used effectively to enhance the productivity of the organizations. The other
skill that is needed is self confidence. Antoncic, Auer Antoncic and Aaltonen (2016) states
marketing professionals need to be self confident as if they do not have confidence in their
own work then there will be no positive outcome. Patience is another skill that is required for
marketing professionals. According to scholars, patience is required to come up with creative
ideas which are important aspects in marketing (Trammell 2016). Marketing professionals
needs to have a skill to tell a story. Marketing professionals need to know how to tell a story
which will help in communicating their ideas in form of a marketing plan or advertisements
that will help in promoting their business in an enhanced way.
Skills are not the only essential elements one needs to have to work as a marketing
professional. However, the marketing professional needs to have proper knowledge of the
basics of marketing and also about the current trends that currently exist in the market. It is
important for a marketing professional to be up to date about the current scenario to come up
with effective marketing plans. From the job requirements that have been posted online in

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order to recruit marketing professionals it can be seen that companies want employees who
have knowledge on the intellectual acts that have been created to avoid plagiarism. It is
important for the marketing professionals to have good IT knowledge to work on
technological devices that are necessary. Managers who have been interviewed also state the
importance of having good technical skills these days because most of the work is being done
on technical devices like laptop, computers and more.
According to jobs that are posted online for recruitment of marketing professionals it
has been seen that most jobs need want new graduates to have experience in terms of
internship, or any small activity related to marketing done in college.
Evaluation
There are various types of marketing jobs that have been posted online for
recruitment. One of the job profiles which I came across was one of a copywriter.
Copywriters are the people who are responsible for generating slogans, audio scripts and
words that usually accompany the advertising visuals. I am creative and I love writing which
is why I have chosen this job. The vacancy was for a copywriter for a travel and tourism
company which was all the more beneficial and attracted me as I love travelling and I would
love to create content for this industry. This will help me in gaining experience and then help
me work with marketing professionals of major companies in all industries like the
entertainment industry and the IT industry. This will help me in developing my skills, gain
experience and get a good understanding of all the industries which will help me develop
professionally as well as personally.

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Conclusion
Marketing is a career which requires many skills and knowledge to work efficiently
and produce quality work. It is often considered to be a mediator between organizations and
their customers and help in promoting their business to the target audience. From the primary
and secondary research I have come to know about all the skills and experience that are
essential for a marketing professional and would like to acquire and work on my skills to
enhance my skills to get the job of a copywriter so that I can work efficiently, help bring the
organizations profit and also help in developing my career.

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References
Agarwal, S. and Adjirackor, T., 2016. Impact of teamwork on organizational productivity in
some selected basic schools in the Accra metropolitan assembly. European Journal of
Business, Economics and Accountancy, 4(6), pp.40-52.
Ameen, K., 2017. The need and impact of learning “Personality Development &
Communication Skills” in LIS education: a case study. Malaysian Journal of Library &
Information Science, 18(1).
Antoncic, B., Auer Antoncic, J. and Aaltonen, H.M., 2016. Marketing self-efficacy and firm
creation. Journal of Small Business and Enterprise Development, 23(1), pp.90-104.
Brunello, A., 2013. The relationship between integrated marketing communication and brand
equity. International Journal of Communication Research, 3(1), p.9.
Chen, M., Yue, S., Lü, G., Lin, H., Yang, C., Wen, Y., Hou, T., Xiao, D. and Jiang, H., 2019.
Teamwork-oriented integrated modeling method for geo-problem solving. Environmental
Modelling & Software, 119, pp.111-123.
Finch, D., Nadeau, J. and O’Reilly, N., 2013. The future of marketing education: A
practitioner’s perspective. Journal of Marketing Education, 35(1), pp.54-67.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Im, S., Bhat, S. and Lee, Y., 2015. Consumer perceptions of product creativity, coolness,
value and attitude. Journal of Business Research, 68(1), pp.166-172.
Jobs, C.G., Gilfoil, D.M. and Aukers, S.M., 2016. How marketing organizations can benefit
from big data advertising analytics. Academy of Marketing Studies Journal, 20(1), p.18.

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Novikova, E.N., 2015. Design of a marketing information system. Mediterranean Journal of
Social Sciences, 6(1 S3), p.141.
Trammell, K., 2016. Marketing for the Teaching Artist. Teaching Artist Journal, 14(4),
pp.195-198.
Vargo, S.L. and Lusch, R.F., 2014. Evolving to a new dominant logic for marketing. In The
Service-Dominant Logic of Marketing (pp. 21-46). Routledge.

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Appendices
Appendix 1
1. According to you what are the skills needed by newly graduates to work as a
marketing professional?
Manager 1: I feel that newly graduates lack in experience and they only have some
knowledge that they have been taught in classes thus personal skills are important during this
time like patience, creativity and confidence which will help them in providing fruitful work
to the company. They also need high grasping power and learning skills to learn the essentials
and the work quickly to work efficiently and learn the other necessary skills that are required.
Manager 2: Newly graduates are young and should have proper technical skills which are
needed these days as most of the works are done on technological devices. They should know
how to use technology in an efficient way to come up with creative content. This will help
them in making customers engage with products and services of the company.
Manager 3: Integrated communication according to me is important to make sure that they
strive in a diverse work culture and work in teams properly to further educate themselves in
the field and work efficiently to produce work that are beneficial for the organization.
2. What knowledge must newly graduates have to work in marketing and what
would you see while hiring newly graduates
Manager 1: I have been hiring for years and the first thing I seen in a potential candidate is
the basics of marketing and how they present themselves. It is important for newly graduates
to understand the profession and what they perceive of it. This helps in giving an insight
about their approach towards the work which is essential in this profession.

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Manager 2: I often ask potential candidates about their technical knowledge and about the
intellectual acts that are introduced in the country to avoid plagiarism. According to me they
should have a proper knowledge about how to use technology and also how to analyze data to
do proper market research and come up with positive ideas for the betterment of the
organization.
Manager 3: According to me newly graduates should have the understanding of the
importance of marketing in a field. They should know the current needs and how to develop
engaging content that will help in attracting customers and influence customers. They should
be having good knowledge about the importance and use of technology as creating online
content is the new thing which I incorporate in my company.
Appendix 2
Job advertisement

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