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Employability skills for future marketing professionals

Author

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  • Di Gregorio, Angelo
  • Maggioni, Isabella
  • Mauri, Chiara
  • Mazzucchelli, Alice

Abstract

This study investigates how digital transformation has disrupted the marketing career path by analysing the most in-demand marketing skills and identifying opportunities for future marketing professionals. Through a content analysis of job advertisements and a cross-country survey of marketing professionals, the study proposes a framework defining the skillset required of marketing professionals to start and move forward in their career. The study identifies five employability skill categories and 29 skills and capabilities. The relevance of such categories is also analysed across lowly and highly digitalised firms. This research contributes to the debate on the employability of new graduates and provides useful directions to universities, tertiary education institutions, and companies to support the marketing talents of the future.

Suggested Citation

  • Di Gregorio, Angelo & Maggioni, Isabella & Mauri, Chiara & Mazzucchelli, Alice, 2019. "Employability skills for future marketing professionals," European Management Journal, Elsevier, vol. 37(3), pages 251-258.
    • Handle: RePEc:eee:eurman:v:37:y:2019:i:3:p:251-258
    DOI: 10.1016/j.emj.2019.03.004
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    References listed on IDEAS

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    1. Vernuccio, Maria & Ceccotti, Federica, 2015. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision," European Management Journal, Elsevier, vol. 33(6), pages 438-449.
    2. Varadarajan, Rajan & Yadav, Manjit S., 2009. "Marketing Strategy in an Internet-Enabled Environment: A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 11-22.
    3. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
    4. Neslin, Scott A. & Shankar, Venkatesh, 2009. "Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 70-81.
    5. Chiara Mauri & Angelo Di Gregorio & Alice Mazzucchelli & Isabella Maggioni, 2017. "The employability of marketing graduates in the era of digitalisation and globalisation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 103-124.
    6. Alpert, Frank & Heaney, Joo-Gim & Kuhn, Kerri-Ann L., 2009. "Internships in marketing: Goals, structures and assessment – Student, company and academic perspectives," Australasian marketing journal, Elsevier, vol. 17(1), pages 36-45.
    7. Uncles, Mark D., 2018. "Directions in higher education: A marketing perspective," Australasian marketing journal, Elsevier, vol. 26(2), pages 187-193.
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    Cited by:

    1. Pauline Weritz, 2022. "Hey Leaders, It’s Time to Train the Workforce: Critical Skills in the Digital Workplace," Administrative Sciences, MDPI, vol. 12(3), pages 1-13, August.
    2. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.
    3. Monica Mihaela Maer Matei & Ana-Maria Zamfir & Cristina Mocanu, 2023. "Criteria Weights in Hiring Decisions—A Conjoint Approach," Mathematics, MDPI, vol. 11(3), pages 1-18, February.

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