Career Research Report: Analyzing Marketing Profession & Career Trends

This report explores marketing as a career, focusing on the impact of globalization and technology on the profession. It identifies key trends and skills required for roles like social media manager, emphasizing the importance of critical thinking, creativity, time management, technical abilities, and networking. The report also highlights the significance of SEO knowledge and social media expertise. A case study on KPMG International Ltd illustrates a potential career opportunity, aligning personal skills and interests with job requirements. The report concludes that a career in marketing, particularly as a social media manager, offers significant opportunities for growth and development.

CW-1 CAREER RESEARCH
REPORT

Table of Contents.
INTRODUCTION ..........................................................................................................................3
Aanlyse the meaning of marketing as a profession and it's trends..............................................3
Skills and knowledge required in this career...............................................................................4
Evaluating why this profession as a job opportunity is important for me...................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7
APPENDIX......................................................................................................................................8

INTRODUCTION
The report will help to identify my dream job after graduating. In this research I will
discuss in detail about the marketing as a career. Marketing is a process of selling and promoting
the goods or services which in modern era also includes the online advertisement and market
research (Sozuer and et.al., 2020). The research will analyse and elaborate the trends that are
happening in the marketing career due to the innovative technologies and impact of
globalisation. It will further describe my personal skills with that of knowledge & expertise.
Lastly, the case study will evaluate an appropriate vacancy in this profession and explain why it
is an important opportunity?
Aanlyse the meaning of marketing as a profession and it's trends
With the globlisation it brings new opportunity in the field of marketing. Earlier, there
were limited methods to promote awareness related to the brand of the company but with the
help of technological changes businesses and organisations are able to advertise their products
nationally as well as internationally (Rust, 2020). This could be only possible with the aid of
marketing professionals. Marketing career witnessed a boom in the recent events even after the
outrage of Covid-19 pandemic. This industry pours a large number of job opportunities which
could be identified in different roles. Marketing particularly as a field inspired to pursue as a
career because of it's wide technological changes using internet as a prime element. There are
various roles in this career such as social media manager, marketing specialist, SEO specialist,
web producer, web content writer, media buyer, brand manager, advertising coordinator, digital
marketing manager, public relation manager, e-Commerce manager etc. and among all these
Social media manager is the most successful job role in this regard.
To be eligible to become the social media manager the top MNC's prefer the candidates
to have a bachelor's or master's degree in business management, digital marketing, media &
communication and public relations makes them deserving individual's for the freshers job.
There are many certifications which provide an edge to the candidate against the opponent such
as HubSpot Academy Social Media Certification and Hootsuite Social Marketing Certifcation.
The Social Media Manager includes various job roles which are community manager, marketing
executive, media analyst, media strategist, media planner etc. which required soft and hard skills
which plays an additional quality for the candidates.

Every business, organisation, non-profit, firm, company or startups needs an social media
manager who would handle the social media marketing campaign. The goal is to develop the
goodwill as well as increase the sales with a regular updation of the social media accounts. They
are responsible to attract the consumer by influencing and actively engaging them towards their
products or services. The efforts of the manager are adjusted according to their trends and
engagement with the current market (Castañeda and Shemesh, 2020). The duty of the manager is
to create and post contents for the company on its websites and platforms like Instagram, Twitter
& Facebook by evaluating the performance of the sales and advertisement.
There is no doubt that social media marketing is a demanding as well as heavily relied on
the advertisements for enhacing the brand name of the company. One of the biggest limitation is
regarding the data privacy and security of the data while using platforms. It mostly deals with the
lot of pressure as the marketing jobs require consistent updating of data on the social media
platforms which sometimes lead to mental health issues due to lack of sleep & unhappiness. But
this could be easily dealt by the personal skills of an individual such as calmness to tackle the
pressure and handle it in an effective and efficient manner. If a candidate is able to manage this
amount of pressure then this profession offers endless opportunities with a growing field and
witnessed a surgical increase in the job after technological development.
Skills and knowledge required in this career
The five important skills which plays an significant role while applying for the social
media manager post are:
 Critical thinking: Analytical thinking is the strength which is being the top most
priority of the recruiters while looking for a deserving candidate for the given job
profile. This skill would help to solve the problem of the audience through
creating products which makes their life simple & easier as by looking the online
trends.
 Creativity: Marketing is the most suitable industry when it comes to innoation or
creativity (Hartley, Routon and Torres, 2019). This skill could be enhanced by
knowing the graphic designing and content writing skill with a basic knowledge
of using marketing softwares that could help the business to attract the customer's.
 Time management: The ability to manage work in a given time is an effective
skill which is a self-mastery skill strength. The marketing job is required to work

beyond working hours so as to achieve success. Therefore, self-discipline and
time management are crucial skills which could provide an edge over other
candidates.
 Technical abilities: This is one of the most important skill as using the marketing
tools such as digital marketing platforms, Adobe Suite, Wordpress CMSs, MS-
office, Google analytics, Salesforce, Convertkit, CoSchedule which helps to
familarize with the technical whereabouts and to become tech saavy.
 Networking capabilities: This skill is upmost important for the social media
manager as people's person could be an advantage creating a strong network
resulting in better communication with the audience (Langan, Cowley and
Nguyen, 2019). As this skill could be utilized to form a connection which could
be the greatest strength to build and nurture relationships to enhance the sales and
revenue of the company.
Two areas of knowledge and expertise are as follows:
 SEO knowledge: SEO stands for “search engine optimisation” which means the
process of ameliorating the website to enhance the visibility when the company's
product or services are being searched on any search engines (Panchal, Shah and
Kansara, 2021). It is an essential knowledge for the social media manager job
profile as it finds the ways to increase the appearance of the site.
 Social media expertise: The given profile canidate should have the complete
knowledge & expertise of the core social media by having content curation,
excellent communication and awareness about the key trends of the industry.
Evaluating why this profession as a job opportunity is important for me
With the above knowledge and skills which are being embedded in me I would dream to
work with the KPMG International Ltd which is one of the UK's big accounting organisation
having a network over 145 countries and more than 2,36,000 emloyees. The main line of service
they deal in is advisory, financial audit and tax. For this they require a strong customer base for
which they are currently looking to hire graduates for marketing & communication profile
where an individual has to manage the marketing campaigns to drive the market share through
content creation webinars, SEO efforts, PPC campaign management, blog management and guest
blog outreach to convert the prospects into sales.

This job profile interests me because it is the multinational organisation having a large
market capture which would give me an opportunity to successfully grow in a short period of
time. While having an graduation in marketing with a base of finance this job is a suitable
preference for me. The responsibilities which are being expected from the candidates are some of
my skills which assess me in achieving the tasks they expected. The job requisite is that the
deserving contender should have an ample expertise about the tools like Google analytics,
Google data studio, Search engine optimisation and tech savvy with the softwares.
The job-seeker contemplate a decent salary with an ethical working culture within the
organisation which this quoted company has been offering from long time. This is one of the
most important reason to choose this job over others as many companies are not able to fulfill the
basic requirements of the workplace atmosphere which could be witnessed during the time of
Covid-19 pandemic. For example, there were various complaints from the employees of Amazon
regarding the work culture. Therefore, for me this profile want me to optimize all digital
campaigns through the A/B testing and by practicing good marketing. The future of this job is
amazing as it always lead the management and strategic development of the digital channels of
the company across the world.
CONCLUSION
The report has been able to identify the marketing profession as a career to pursue with.
Social media manager was the job profile which has a well defined dreaming job for me as
globalisation and innovative technology are the key elements having a great impact on the social
media jobs. The skills, knowledge and expertise has been significant after graduating to enter
into an employment career. The research has been identified the marketing and communication
opportunity at KPMG International Ltd which ensure the financial statements of the clients are
being up to date and the job role would be to handle the media accounts. Therefore, the case
study was summarised and described about this job opportunity which has been considered better
amongst others.

REFERENCES
Books and journals
Castañeda, E. and Shemesh, A., (2020). Overselling globalization: the misleading Conflation of
economic globalization and immigration, and the subsequent backlash. Social
Sciences. 9(5). p.61.
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.
Langan, R., Cowley, S. and Nguyen, C., (2019). The state of digital marketing in academia: An
examination of marketing curriculum’s response to digital disruption. Journal of
Marketing Education. 41(1). pp.32-46.
Rust, R. T., (2020). The future of marketing. International Journal of Research in
Marketing. 37(1). pp.15-26.
Sozuer, S. and et.al., (2020). The past, present, and future of marketing strategy. Marketing
Letters. 31(2). pp.163-174.
Panchal, A., Shah, A. and Kansara, K., (2021). Digital marketing-search engine optimization
(SEO) and search engine marketing (SEM). International Research Journal of
Innovations in Engineering and Technology. 5(12). p.17.

APPENDIX
COMPANY APPLIED ROLE RESPONSIBILITIES
KPMG International Ltd Marketing & communication 1. Analyse through Google
Analytics
2. Optimize digital campaigns
3. Manage marketing &
communication strategy
4. Drive market share