In-depth Career Research Report: Skills and Trends in Marketing

This career research report delves into the marketing profession, emphasizing its crucial role in organizational success. It highlights the importance of employability skills for graduates and the impact of technological advancements on marketing activities. The report identifies key trends such as digital technology, artificial intelligence, globalization, and cultural diversity, which are reshaping the marketing landscape. Through secondary research, it outlines essential skills like communication, critical thinking, interpersonal abilities, and analytical expertise, along with technical and conceptual knowledge. Primary research, including an interview with a marketing executive, reinforces the significance of these skills and the growing importance of AI and digital platforms. The evaluation concludes that the marketing profession offers significant growth opportunities for individuals with the right skills and knowledge, emphasizing the demanding yet vital role of marketing professionals in driving organizational success. Desklib provides access to this and other solved assignments for students.

Career Research
Report

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
General trends impacting the Marketing Profession..............................................................1
Skills experiences and knowledge required by an Individual in Marketing Profession
(Secondary Research).............................................................................................................3
Skills experiences and knowledge required by an Individual in Marketing Profession (Primary
research).................................................................................................................................4
EVALUATION................................................................................................................................5
REFERENCES................................................................................................................................6
APPENDICES.................................................................................................................................7
APPENDIX 1: INTERVIEW.................................................................................................7
APPENDIX 2: JOB ADVERTISEMENT..............................................................................8

INTRODUCTION
Marketing refers to the activities that are concerned with creating awareness among the
people for increasing the sales of products or services in the market. I will be discussing the
profession of marketing manager within this report and I believe that it is a very crucial activity
within an organisation for enhancing its sales and market coverage. This report will provide a
description about the crucially of employability within the life of a passed out graduate.
Employability within an organisation refers to the ability of an individual to accomplish and
achieve certain skills, attributes, knowledge and experience that could be helpful for a graduate
to achieve successful results in their career. I will explain about my graduation degree in
marketing and my interest in choosing a career in marketing. The development of technology in
the current world has opened many door-ways for the marketing activities within an
organisation. In this report general trends that affect the marketing profession and create
opportunities for growth in a business are discussed. Moreover, it discusses various primary and
secondary data for in-depth research and understanding. Furthermore, it will discuss the skills
and knowledge that are required by an individual in the marketing profession.
MAIN BODY
General trends impacting the Marketing Profession
The profession of marketing and career growth are constantly changing with innovations in
technology and requires many skills and innovations to keep updated with the rapidly changing
marketing channels in the marketing career. In the field of marketing a person can choose many
options for their growth because it provides many opportunities for the graduates with suitable
knowledge and skills to perform exceptionally at various job positions. The world hasn't
witnessed internet technology before the 21st century and marketing careers have also provided
the idea of marketing through social media platforms, online channels, websites etc. Some of the
trends in marketing profession are as follows:
 Digital technology: During the pandemic period many companies have implemented
digital technology that can help to hire such candidates who have a much specialised
knowledge and understanding about various technology and digital concepts of the
marketing. As the world is growing rapidly the need for digital technology has enhanced
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so that better experience for the customers can be provided (Bourn, 2018). Every
organisation requires a marketing plan for getting success and a high rate of profits for
their business. In today's world the graduates are required to possess many skills and
knowledge for performing the marketing activities especially in the areas like social
media, online marketing and digital platforms which increases their chances to get
selected for marketing positions.
 Rising artificial intelligence and customer support: Due to the adoption of artificial
intelligence and machine learning throughout the world the marketing activities such as
market analysis, market designing and market assistant have also changed. For the job of
marketing a graduate requires effective and efficient communication skills and
knowledge about the latest technology like artificial intelligence, online marketing,
strategic thinking, effective communication skills, practical analysis, creativity and
research ability for creating interactive artificial intelligence and marketing content for
the customers.
 Globalisation: It is among the most important aspects of changing the marketing
profession within a highly developing and interlinked world. Globalisation has provided
many opportunities for growth and expansion of businesses across the international
market to explore new innovations and knowledge is required for a marketing career. A
person who has sound quality and possesses a good qualified/able talent can get the best
opportunities in the marketing profession across international markets. Due to the rise of
companies throughout the world recruitment processes within the field of marketing have
also intensified. Therefore, it is important for the graduates to improve and develop their
technical and technology skills in various marketing activities.
 Cultural Diversity: It can be explained as the working of different groups of people held
together for achieving a specific target (Key and Keel, 2020). In the highly developed
World, the activities of globalization have increased the requirement of marketing
professionals who can be very effective and efficient with any form of market. It is
expected from the marketing professionals that they must understand cultural diversity
like ethics, behaviours, norms, practices, traditions etc. for creating effective marketing
activities at that place.
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Skills experiences and knowledge required by an Individual in Marketing Profession (Secondary
Research)
The diverse knowledge, skills and experiences are required at all the job positions and
within all professions because it helps to perform the activities effectively and efficiently
(McCabe, 2017). Some of the most important skills and knowledge is that are required for the
profession of marketing are as follows:
Important skills:
 Communication skills: Communication is a very necessary part of marketing activities
and is very important for performing the job role of marketing profession as it helps to
connect with the customers in more effective and efficient manners. The marketing
professionals are required to contact the customers at many times to understand their
inside and demands for producing the best products and services to be placed in the
market.
 Critical thinking skills: The profession of marketing is very big and it generates various
opportunities for the graduates in the marketing career (Palovaara, 2017). The marketing
professionals should possess very effective critical thinking to provide useful plans and
solutions for various marketing activities.
 Interpersonal skills: The graduates who want to get into a marketing career must have a
very good interpersonal skill so that they can connect to the people very easily and create
good relationships with them. It is because some of the customers are everlasting buyers
of the goods and services that are sold by the company.
 Analytical skills: The marketing professionals should possess sound analytical skills to
analyse the market conditions and conduct the marketing activities effectively and
efficiently. With the help of sound analytical skills a person is able to create better
analysis of the market and place the products or services effectively and efficiently in the
market.
Important knowledge:
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 Technical knowledge about the ways of digital marketing such as artificial intelligence,
online marketing, social media marketing, email marketing etc. are required by a graduate
to become a marketing professional.
 Conceptual knowledge about the marketing activities along with the effective practices
of marketing and market planning and devising are necessary to become a marketing
professional and carry out the activities effectively and efficiently.
Skills experiences and knowledge required by an Individual in Marketing Profession (Primary
research)
Primary research
For conducting the primary research I decided to ask a question to the college alumni
working as a marketing executive within an organisation. I took advice from him and understood
the requirement of skills, experience and knowledge of working in the field of marketing.
Question asked
I questioned him about the skills and knowledge that is better important in the field of
marketing and how it can enhance the future growth in this career.
Summary of response
Through this interview I gained insight about creative skills and latest knowledge that are
required by and marketing professional within an organisation. Specific skills like effective
communication, analytical skills, interpersonal skills, strategic thinking, creativity etc. are the
skills that are required to get success in the marketing career (Siau and Yang, 2017). Through the
interview it was also determined that the use of artificial intelligence, knowledge about the global
market, technical jargon in social media, online marketing and use of AI can help to develop
better chances for a successful career in marketing. It also required the knowledge about various
analytical tools that could support and help in the marketing activities along with the
understanding of digital platforms and various marketing software so that marketing activities
within an organisation can be improved. It is determined with the help of the interview that the
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marketing profession can provide many opportunities for growth and development in a highly
dynamic world.
EVALUATION
The profession of marketing has exceptional growth and development opportunities for a
graduate who has desired skills and knowledge to attain success. I am sure that I possess all the
necessary skills and knowledge that are required by a marketing professional. There are profound
opportunities for growth of the marketing profession because it is a pervasive function and
almost every organisation requires marketing activities for enhancing their sales of products and
services. I also think that the roles and responsibilities of marketing professionals are highly
demanding and require a lot of vital work in the success of an organisation. The main aim of
marketing activities within an organisation is to increase the profits that occur from the overall
sales by improving the marketing strategies by complying with the demands of customers. I think
that I will make a great career in the marketing field because of my abilities, knowledge and
skills for effective marketing activities of the organisation.
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REFERENCES
Books and Journals
Bourn, D., 2018. Understanding global skills for 21st century professions. Springer.
Di Gregorio, A., and et. Al. 2019. Employability skills for future marketing professionals.
European Management journal, 37 (3). Pp.251-258.
Key, T. M. and Keel, A. L., 2020. How executives talk: Exploring marketing executive value
articulation with computerized text analysis. European Journal of Marketing, 54(2).
Pp.546-569.
McCabe, M. B., 2017. Social media marketing strategies for career advancement: An analysis of
LinkedIn. Journal of Business and Behavioural Sciences, 29(1). P.85.
Palovaara, K., 2017. The Impact of Globalisation on Organisational Culture.
Siau, K. and Yang, Y., 2017, May. Impact of artificial intelligence, robotics and machine
learning on sales and marketing. In Twelve Annual Midwest Association for Information
Systems Conference (MSWAIS 2017) (pp. 18-19).
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APPENDICES
APPENDIX 1: INTERVIEW
Company Laborare Group Limited
Job title SEO & Digital Marketing Specialist
How did you contact
them?
Through phone call, e-mail and social media
Questions asked &
summary of their answers
As per your perspective, what is the main skills and
knowledge required within the profession of marketing and
how it can enhance future growth?
The interviewee has answered that the skills and abilities
like, effective communication, critical thinking,
interpersonal skills, creativity etc. are required within an
individual to be effective and efficient in the marketing
career. There are many opportunities for growth and
development within the marketing profession due to the
rapid globalization and technological growth throughout the
world.
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APPENDIX 2: JOB ADVERTISEMENT
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