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Building a career in marketing communication in a sustainable development era: which key competencies are required?

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  • Radim Dušek

    (Institute of Technology and Business in České Budějovice, Czech Republic)

Abstract

The paper focuses on identifying which key competencies the higher educated graduates need to succeed at entry-level jobs in the field of marketing communication in the current sustainable development marketing approaches era and create a competency model for such jobs. The resulting competency model, based on data collected from 194 SMEs operating in the Czech Republic, defines an optimal set of the six most critical key competencies as well as the expected behavior that a competent higher educated graduate should possess to be successfully hired for different marketing communication-related jobs and be able to perform work tasks well. The proposed competency model can bring more transparency to the selection process for both recruiters and job candidates by establishing standards for desirable key competencies in such marketing positions.

Suggested Citation

  • Radim Dušek, 2023. "Building a career in marketing communication in a sustainable development era: which key competencies are required?," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(2), pages 10-22, December.
    • Handle: RePEc:ssi:jouesi:v:11:y:2023:i:2:p:10-22
    DOI: 10.9770/jesi.2023.11.2(1)
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    References listed on IDEAS

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    1. Muhammad Midhat Ali & Sheheryar Mohsin Qureshi & Muhammad Saad Memon & Sonia Irshad Mari & Muhammad Babar Ramzan, 2021. "Competency Framework Development for Effective Human Resource Management," SAGE Open, , vol. 11(2), pages 21582440211, April.
    2. Jiajia Hao & Chunling Li & Runsen Yuan & Masood Ahmed & Muhammad Asif Khan & Judit Oláh, 2020. "The Influence of the Knowledge-Based Network Structure Hole on Enterprise Innovation Performance: The Threshold Effect of R&D Investment Intensity," Sustainability, MDPI, vol. 12(15), pages 1-17, July.
    3. Malik, Ashish & Froese, Fabian Jintae & Sharma, Piyush, 2020. "Role of HRM in knowledge integration: Towards a conceptual framework," Journal of Business Research, Elsevier, vol. 109(C), pages 524-535.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    competency model; marketing communication; reputation; graduates;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O15 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Economic Development: Human Resources; Human Development; Income Distribution; Migration
    • I25 - Health, Education, and Welfare - - Education - - - Education and Economic Development
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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