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Wer bist du, Online-Marketing-Manager/in? Ergebnisse einer Stelleninhaberbefragung und einer Stellenanzeigenanalyse
[Who Are You, Online Marketing Manager? Results of a Jobholder Survey and a Job Ad Analysis]

Author

Listed:
  • Khabyuk, Olexiy

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Michels, Marvin

    (Deutsche Apotheker- und Ärztebank eG)

  • Rüdiger, Stefan

    (StepStone Continental Europe GmbH)

  • Wassiljew, Domenic

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Abstract

Im vorliegenden Aufsatz wird das geheimnisumwobene Berufsfeld des Online-Marketing-Managers empirisch untersucht. Darin werden Merkmale des Berufsbildes aus einer Befragung von Stelleninhabern und aus einer Stellenanzeigenanalyse hergeleitet. Aus beiden Untersuchungen ergeben sich ähnliche Anforderungen. Danach ist ein idealtypischer Online-Marketing-Manager ein studierter und/ oder ausgebildeter Generalist, mit ersten Berufserfahrungen. Als besonders wichtig bewertet werden Kenntnisse von Web Analytics, SEO und SEA, Social Paid, MS Excel sowie der deutschen und englischen Sprachen auf einem mindestens verhandlungssicheren Niveau. Erwartet werden ferner Fähigkeiten wie Lernbereitschaft, analytisches Denken, Zielorientierung, Eigeninitiative, Kreativität, Teamfähigkeit und Präsentationskompetenz.

Suggested Citation

  • Khabyuk, Olexiy & Michels, Marvin & Rüdiger, Stefan & Wassiljew, Domenic, "undated". "Wer bist du, Online-Marketing-Manager/in? Ergebnisse einer Stelleninhaberbefragung und einer Stellenanzeigenanalyse [Who Are You, Online Marketing Manager? Results of a Jobholder Survey and a Job A," Duesseldorf Working Papers in Applied Management and Economics 51, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:51
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    References listed on IDEAS

    as
    1. Khabyuk, Olexiy, "undated". "Anforderungen an Marketing- und marketingnahe Kommunikationsberufe in der deutschsprachigen Fachliteratur: Eine explorative Literaturanalyse [Requirements for Marketing and Marketing-related Commun," Duesseldorf Working Papers in Applied Management and Economics 48, Duesseldorf University of Applied Sciences.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Digital Marketing; Kompetenzen; Online-Marketing; Berufsbild; Digitalisierung; digital marketing; skills; online marketing; occupational image; digitalization;
    All these keywords.

    JEL classification:

    • M53 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Training
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M5 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics

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