Career Research Report: Marketing in Retail Industry - MG410

This career research report, prepared for the MG410 module, delves into the marketing field within the retail industry. It begins with an introduction defining marketing and the author's career aspirations, followed by an analysis of current trends such as globalization, technology, content marketing, and the application of psychology in retail marketing. The report incorporates insights from interviews with H&M managers, highlighting essential skills like communication, technological proficiency, and creative campaign development. The evaluation section reflects on the research's impact on career planning, emphasizing the importance of adaptability and continuous skill development. Appendices include a job advertisement, and the report concludes with a comprehensive list of references. This report provides a detailed overview of the marketing landscape, offering valuable insights for aspiring professionals.

Career Research
Report
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Table of Contents
INTRODUCTION...........................................................................................................................3
ANALYSIS AND APPLICATION ................................................................................................3
EVALUATION................................................................................................................................6
APPENDICES.................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Retail industry refers to the sale of products and services from organisation to the last
user who are known as customers. Marketing in retail industry refers to the process where they
promote interest and awareness of their products and services. It is used for generating sales from
their consumers. Marketing is defined as activities and tasks an organisation perform for selling
and purchasing goods and services (Frost and Strauss, 2016). Basically it has activities like
delivering, advertising and selling goods to other businesses or customers. My profession for
future is marketing in retail industry. I have selected marketing as my profession because there
are many reasons. First reason is marketing provides a chance to people for developing in
personal and professional life. Managing activities which is related in promoting goods and
services of organisation assist in interacting with people and understanding the needs and
requirements of customers. Additionally, it also attracts customers which assist in meeting goals
of organisations. As a outcome, I think that marketing in retail industry would provide me an
opportunity to deal with people and their requirements. It would also give me chances to develop
in my career with the changes occur in the environment. For getting information about various
trends and skills and knowledge required in the profession of marketing. 2 managers from H&M
is selected as respondent because they have great knowledge regarding the profession of
marketing.
ANALYSIS AND APPLICATION
Trends in marketing in retail industry
Globalisation: Globalisation has created a greater impact on marketing in retail industry, it has
opened various opportunities for promoting goods and services. Globalisation has increased the
level of competition, this competition is related to goods and services price, cost, technological
adoption, fast production. When organisation adopts the low low price policy then it increases
the share of the market (Giraldo Oliveros and Esparragoza, 2016). Customers want high quality
products from different countries in the world. Reduction in import and export taxes have
increased the marketing products and services.
Globalisation also have impact on knowledge and skills required from recent graduates
who have ambition of making career in marketing in retail industry. Graduates must know the
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technologies and techniques that are needed for promoting goods and services effectively. These
graduates must have skill to understand the needs and requirements of people belonging from
different culture and country.
Technology: Technology plays very important role in every operation of an organisation
because it makes every process very easy and convenient. In marketing technology assists in
connecting people from different culture and locations. With technology like internet
organisations are using social media for promoting productions and services. Retail industry also
use their own websites for the effective promotion of goods and services. With the use of social
media organisations are enabling to communicate about their products in real time (Wesselmann
and Hohn, 2017).
Advanced technology has changed the way retail industry used to promote goods and
services and it has opened new opportunity for developing share of business in the market.
Because of these changes in technologies, retail industry wants graduate to have knowledge
about the internet, social media, websites and many more. When they have knowledge about
these technologies it would help organisation to reach more number of customers and promote
products in an effective and efficient manner.
Content marketing: Content marketing is one of the most trend happening in marketing.
Basically it is posting about blogs and long form content which is trending in marketing. It is
successful because it provides users and customers what they require and gives them valuable
data according to their searches (Kamps and Schetter, 2018). Content marketing provides posts
which targets customers with important content.
Content marketing is used by retail industry for marketing their goods and services.
Retail industry want those graduates who can make blogs according to the needs and
requirements of customers. Because blogs and posts have great power to attract maximum
number of customers. So they want those students who have great skills to make post so that
customers can be attracted.
Psychology: Psychology refers to the understanding of emotions of human, motivation and
behaviour, retail industry is using those channels of marketing which are mostly preferred by
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consumers. They are continuously focusing on understanding the most preferred channel by
customers (Chernev, 2020). For determining the customers most preferred channel for
marketing, retail industry want employees who can identify most effective marketing channel.
The trend of psychology is significant in marketing products of retail industry because it
is necessary to market products on services as per the needs of consumers. For this recent
graduates must have skill to understand the satisfaction of customers. They should know how to
study the reactions and responses of customers for the marketing in an organisation.
INTERVIEW
Question 1 What are the latest trends related to the marketing sector?
Participant 1 Manager of H&M believes that technology is the latest trend happening in the
sector of marketing because it assists in adopting different channels to promote goods and
service and to reach large number of customers. It makes the process of selling of goods and
services very easy and convenient.
Participant 2 Manager 2 from H&M says that content marketing is most latest trend in
marketing sector because it helps in posting blogs about the different products. These blogs are
useful because it is mostly seen by general public and catch attention. Content marketing allows
people to show their creativity in skills for marketing services and goods.
Question 2 What are the skills and knowledge required for the profession in marketing?
Participant 1 Manager 1 of H&M says that marketing sector needs those candidates who have
graduation in marketing or business. The person should have communication skills because
marketing is all about communicating information about brand's product.
Participant 2 Manager 2 of H&M believes that the candidates should have great computer
knowledge because work of marketing is all done through computers. An individual should also
possess organising and implementing marketing campaigns for a company or organisation.
Because all these skills make individuals to do their job effectively and efficiently.
Experience, Skill and Knowledge
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For the job in retail industry they want particular qualification, skill and knowledge from
their potential employee. A graduate should have following skills to get job in marketing retail
industry .
 Communication skills so that they could communicate well with the customers as well as
other employees of organisation.
 Knowledge of operating latest technology and techniques
 Creative skills to make advertisement more attractive
 Organising and implementing marketing campaigns
 Listening and providing attention to small details
These are the skills which are general in nature and necessary for an individual to get a job in
marketing. In educational qualification an individual should be graduated from the field of
marketing, business or statistics. And graduate should also possess great skill in operating
various software of system. The roles of marketing assistant include:
 distributing and collecting statistical and financial data like spreadsheets of budget
 Doing market research and analysing their needs and requirements
 Frequent visits to customers and other important agencies
 Helping with promotional duties.
EVALUATION
This particular research has assisted in identifying the various requirements needed to
have career in marketing. It is determined with this research that retail industry is changing
continuously with the latest trends, technology and internet. It is significant for me as a graduate
to understand and know all the developments and possible opportunities in the world of business
so that I become in that position that satisfy all the required skills important for profession in
marketing. For example: it is vital to acquire interpersonal and communication skills to deal with
variety of customers, investors and suppliers. For me it is also essential to make me familiar with
the required academic qualification for great profession in marketing with the general skills like
listening, writing and working in a team. It is important because retail industry is looking for
candidates who have general skills as well as educational qualification. I have to get into
activities which would increase my ability to work in teams, know about the latest technology,
communication skills and leadership quality. All this qualities would assist me in developing my
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career in marketing sector which is essential for getting success. The marketing job is of my
interest because it would give me an opportunity to meet new people and understand their
requirements.
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APPENDICES
VACANT JOB
We are looking for an applicant who is flexible and energetic candidate. H&M is recruiting
candidates for the post of marketing assistant at the store situated in London, United Kingdom.
The person should be able to work independently and able to manage things without any support.
Qualification & Skills
 Graduation in statistics, marketing and business
 Great knowledge of English language
 Computer knowledge regarding different software
 Great communication and interpersonal skills
Roles and Responsibilities:
 Managing relationships with customers
 Attracting new channels and customers
 Arranging promotional events
 Handling various accounts of social media
The applicant can be fresher as well as experienced and should be able to manage teams and
think creatively for marketing.
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REFERENCES
Books and Journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Frost, R.D. and Strauss, J., 2016. E-marketing. Routledge.
Giraldo Oliveros, M. and Esparragoza, D.J. eds., 2016. Gerencia de marketing. Universidad del
Norte.
Grewal and et. al, 2020. The future of technology and marketing: a multidisciplinary perspective.
Kamps, I. and Schetter, D., 2018. Performance marketing. Springer Fachmedien Wiesbaden.
Wesselmann, S. and Hohn, B., 2017. Public marketing. Wiesbaden: Springer Fachmedien
Wiesbaden.
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