Retail Marketing Profession: Trends, Skills, Knowledge - Report

This report provides an overview of the marketing profession with a focus on the retail industry, examining the trends impacting the field such as globalization, technology, and social media. It highlights the essential skills and knowledge required for marketing managers, including people skills, analytical thinking, creativity, negotiation, and technological proficiency. The report evaluates the author's interest in a marketing career, specifically within Marks & Spencer, and discusses the role of a Regional Marketing Manager in managing marketing functions based on demographic factors. It concludes that marketing offers various opportunities and that possessing the necessary skills and knowledge is crucial for success in the field. Desklib offers a range of study tools, including past papers and solved assignments, to support students in their academic pursuits.

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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
General trends of marketing profession.................................................................................1
Skills and knowledge required in the same profession..........................................................2
Evaluation........................................................................................................................................3
CONCLUSION................................................................................................................................4
References:.......................................................................................................................................5
APPENDIX......................................................................................................................................6

INTRODUCTION
Marketing can be defined as the sum total of activities which are undertaken for the
purpose of providing the product and organisation related information to the audience so that the
customer can attract towards the organisation which result in the generation of revenue. The
main aim of making this report is to select any profession in which I would like to build my
career. I would consider marketing profession in retail industry. This report covers the
contextualising employability for graduates in relation to my own career. Along with this, it also
include the marketing career and labour market information. The general trends of marketing
profession are being analysed under this report. In the evaluation section, I will disclose the
relevant reason why I select the profession only in marketing field.
MAIN BODY
General trends of marketing profession
It is necessary to have proper skills for the marketing, if anybody is planning to make
their career in marketing. Below mentioned are the trends which will impact on the marketing: Globalisation: It means the expansion of business organisation in other countries. The
marketing skills and tools of different countries are different. It is not necessary that the
marketing tools which are performing good task in United Kingdom also got success in
any other country (Gadde 2019). For instance, the people of United Kingdom can
influence to buy any product by using various social media platforms as the audience is
using more social media. But the people of any other country such as India is not using
social media. Hence the marketer have to adopt new skills and ideas in order to
performing their tasks. Technology: Introduction of new technology is the another trend of marketing. The
marketer should know about the new technologies which are coming in the market so that
they can reach to the maximum number of people in time effective manner. The marketer
should have knowledge of Information technology as it is very useful in the modern
world. By the use of IT, the marketers can easily make the data of research and
development in an effective and efficient manner (Harrington 2020).
 Social Media Promotion: Marketers must be using social media in order to staying in the
touch with their customers. So that they can do the promotion of new products and
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services along with dealing with the various queries of customers. The marketers should
try to run adds of products or services in front of those customers which are found more
potential. Setting campaign will get too easy because of major platforms of social media.
It is also useful in connecting the new and specific audience on the basis of their passion
and interest (Kirsch 2019). Along with this, if any organisation wants to get their
audience narrow with their friends, they can do the same by liking the page.
Skills and knowledge required in the same profession
In the today's world, marketing manager require tools. Hence it is necessary for them to
have proper skills in order to use the tools available for marketing. Below mentioned are the
various skills which are required for a marketing manager:
Skills
 People Skills: It is well known that the customer is always right. Keeping the customers
happy is the only responsibility of effective marketing manager. Along with this,
marketing manager is the person who build the relationship with their clients and provide
best solution for their problem. Hence, the marketing manger should have proper
communication skills along with sensitivity so that they can reply with patient while
dealing with customers.
Along with manger have to manage or lead a complete team of staff. While performing various
marketing activities they are required to use modern technology (Biazzo 2021). They have to do
coordination with social media director, IT personnel and many more. Analytical Thinking: Marketing manager also require skills of analysing on the basis of
research in order to understand the needs and requirements of public. Various of
strategies are made for the same. They are required to adopt the changes and make
strategies on the basis of latest and new information. They have to follow various tasks
which is possible only because of their analytical skill such as providing solution to the
problems by qualitative analysis, selecting retail site, monitoring industry trends and
many more (Neukirchen 2019). Creativity: Marketing manager always remain busy in thinking in new ideas through
which they can offer something new to their clients. They should have ability to think
outside the basket. Aesthetic sensibility, devising press releases, event planning,
brainstorming themes for advertisements are the various tasks which require creativity.
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 Negotiation: It can be said as the undervalued skill of marketing manager. In marketing
professional, they have to do bargaining with customers on the basis of expectations,
timelines and budget. This skill plays an important role in the success as it leads to the
cost cutting, evaluating the effectiveness of advertising campaigns, evaluation of
performance of contracts & agencies, budget management are the various output of
negotiation skills.
 Technology: With the use of project management software, the manager can keep an eye
on the progress of key campaigns. For the purpose of creating marketing campaigns, they
are depend on the mobile or digital marketing (Rastogi and et. al., 2019). It include email
marketing, developing social media strategy, utilizing presentation software and many
more.
Area of Knowledge Sales and Marketing: Marketing manager should have complete knowledge of principles
and methods for showing, promoting and selling the products and services. It is the
collection of marketing strategies and tactics, sales techniques and sales control system.
 Administration and Management: They are also required to have knowledge of
principles of management and business which include planning, allocation of resources,
technique of production, leadership skills and many more.
Evaluation
I was interested in marketing profession from very first day when I started my studies as I
found this profession full of various opportunities. Marks and Spencer is a huge brand working
all around the world. I'm interested in this job profile because this job can give a best direction to
my career. Along with this, I found that my field of interest is similar to this job profile which
state that it is related to my potential choice of profession. I do have many skills which are
required for a marketing manager which also differentiate me from others and increase the
chances of considering me for the same. Some of skills include communication skills,
influencing power, people relations, leadership skills, SEO & SMO skills along with creating
creative content skills. I have also completed a course of Information Technology which can help
the organisation in boosting their sales as today's world is only depend on the technologies.
These IT skills are plays an important role while doing any research and development as it
complete the task of research in time and cost effective manner.
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Yes, this is a new job role within the profession of marketing and the growth of this
profile in future can be effective. The companies which are working globally, are performing
their business operations at various locations. So it is nor possible for a single person or a single
team to make and develop the marketing strategies for all locations as there are different trends
and cultures of people of different locations. Regional Marketing Manager is the profile under
which a single person or a team will manage the marketing function of organisation on the basis
of demographic factor. It is most effective way of doing marketing as it implies in the efficiency
in the result.
CONCLUSION
From the above report it is found that selecting the field of marketing profession is the
right decision as there are various opportunities available in the same profession. This report is
showing various skills and knowledge which are required in the same profession.
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References:
Books and Journals
Biazzo, S. and Filippini, R., 2021. Organizing Development Projects: Structural Choices and
Planning Approaches. In Product Innovation Management (pp. 131-157). Springer,
Cham.
Gadde, L.E. and Snehota, I., 2019. What does it take to make the most of supplier
relationships?. Industrial Marketing Management, 83, pp.185-193.
Harrington, J., 2020. Understanding the manufacturing process: key to successful CAD/CAM
implementation. Crc Press.
Kirsch, W. and Kutschker, M., 2019. Marketing and buying decisions in industrial markets.
In Studies in decision making (pp. 443-488). De Gruyter.
Neukirchen, T., Gansser, O. and Klumpp, M., 2019. Marketing Concepts and Instruments in
Supply Chain Management. In Operations, Logistics and Supply Chain
Management (pp. 97-129). Springer, Cham.
Rastogi and et. al., 2019. Changing facets of higher education in management: a students’
perspective. International Journal of Educational Management.
Spiller, L.D., Kim, D.H. and Aitken, T., 2020. Sales education in the United States: Perspectives
on curriculum and teaching practices. Journal of Marketing Education, 42(3), pp.217-
232.
Verhoef, P.C., 2020. Customer Experience Creation in Today’s Digital World. In The Routledge
Companion to Strategic Marketing (pp. 107-122). Routledge.
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APPENDIX
Job Description
Job Details
Job Profile: Regional Marketing Manager
Company Name: Marks and Spencer
Purpose of Job:
 To manage the receipt, handling and escalation of all sales enquiries
 To administrate the preparation of quotes
 To create and implement a marketing and PR strategy
 To identify and coordinate market information on the behalf of HEC
 To produce appropriate marketing collateral as required
 To produce appropriate PR collateral as required
 Manage the day to day work of the sales and marketing assistant
 Other tasks as required
Roles and Responsibilities:
 To manage the receipt, handling and escalation of all sales enquiries
 To receive and co ordinate all sales enquiry in line with the sales process of organisation
 To monitor the status of all live enquiries to ensure all HEC and enquirer actions are
completed in a timely professional manner and escalated to the Managing Director when
required
 To ensure that all quotes and associated files are linked to an enquiry
 To follow up sales activities with clients and potential clients
 To chase and analyse the reason for failure to turn an enquiry into a new order
 To monitor company sales KPIs and sales performance
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