Career Research Report: Navigating the Marketing Landscape Assignment

Transformative Shifts in the Marketing Landscape: Trends, Skills & Career Opportunities in the Digital Era

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Career Research Report: Navigating the Marketing Landscape Assignment 

The purpose of this report is to demonstrate my understanding of the information, abilities, and experience needed for a recent graduate to enter the marketing profession. In this report, I will analyse both primary and secondary research to identify general marketing industry trends, changes that may affect the jobs I seek for, and the skills, knowledge, and experience needed of a marketing graduate. In addition, I will assess a current marketing job opening and explain why it appeals to me, how it ties to my possible industry/profession of choice, and why I prefer this employment opportunity over others I have investigated. Through this report, I hope to gain a better understanding of the marketing industry and develop a career action plan for my future as a marketing professional.

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General trends influencing the chosen industry or profession

Changes are happening rapidly in today's workplace due to globalisation and technological advancements (Handayani and Agustina, 2022). These changes are affecting every industry, including the one that has been chosen for this report, which is the marketing industry. Marketing is an ever-changing field and with the emergence of new technologies, it has become more complex than ever before.

The transition from traditional to digital marketing represents a huge transformation in the marketing business. Businesses are putting greater focus on digital marketing as the internet and social media become more prominent. As a result of this shift, new job titles have emerged, such as digital marketing managers and social media managers, which require a skill set distinct from traditional marketing roles. Specifically, digital marketing professionals need to possess knowledge of web analytics and social media analytics, while social media managers must have excellent communication skills and a deep understanding of social media platforms (Muninger, Hammedi and Mahr, 2019).

Another significant shift in the marketing industry is the use of big data. With the rise of big data, corporations are embracing data analytics to make more informed decisions. As a result, new employment roles such as data analysts and marketing analysts have evolved. People in these professions must have good analytical abilities as well as understanding of data analytics tools and procedures.

Globalisation has also impacted the marketing industry in several ways. Companies are growing their enterprises into new areas as the economy globalises, requiring marketers to have a global mentality. Marketers must first understand cultural variations and customer behaviour in other nations to build effective marketing strategies (Abuhashesh et al., 2021). Additionally, globalisation has led to the emergence of new job roles such as global marketing managers and international marketing managers.

Technological advancements are also impacting the marketing industry in several ways. With the rise of new technologies such as artificial intelligence, virtual reality, and augmented reality, marketers must comprehend these technologies in order to build efficient marketing strategies. Moreover, marketing automation solutions have become indispensable in the marketing sector. Marketers may use these technologies to automate tedious operations, allowing them to focus on more essential responsibilities like establishing marketing strategy (Kotane, Znotina and Hushko, 2019).

The required skills, experience and knowledge

Based on the secondary and primary research completed, there are various critical abilities, knowledge, and experience that are anticipated from applicants in the selected field of marketing.

Personal Skills

  • Communication Skills: Good communication is a vital talent necessary for marketing success. Candidates must be able to effectively communicate ideas and plans to team members, clients, and stakeholders, both verbally and in writing (de Araujo et al., 2021).
  • Creativity: Marketing necessitates the development of different and innovative strategies and techniques that distinguish oneself from the competition. Applicants must be creative and innovative thinkers in order to come up with fresh concepts that will pique the audience's attention.
  • Analytical Skills: Analytical skills are essential to understand market trends, customer behaviour, and campaign success. Applicants must be able to analyse data, interpret trends, and identify insights that can inform marketing strategies (Campbell et al., 2020).
  • Time Management: Marketing roles require managing multiple projects and campaigns, meeting tight deadlines, and working under pressure. Effective time management skills are crucial to manage workload and deliver high-quality work on time.
  • Adaptability: Marketing is an ever-changing industry, and applicants must be able to adapt to new technologies, trends, and strategies to remain competitive.

Knowledge and Expertise

  • Digital Marketing: Candidates must have knowledge and skill in digital marketing platforms such as social media, email marketing, and search engine optimisation in today's digital world (SEO) (Manoharan and Narayanan, 2021).
  • Marketing Analytics: Google Analytics, data visualisation, and predictive modelling are crucial marketing analytics tools and methodologies for measuring campaign performance, understanding customer behaviour, and identifying areas for improvement (Kurtzke and Setkute, 2021).
  • In addition to the above skills and knowledge, relevant professional bodies in the marketing industry have highlighted the importance of the following experience and qualifications for applicants:
  • Relevant Degree: Many employers require a degree in marketing, advertising, or a related field.
  • Work Experience: Employers seek applicants with relevant work experience in the marketing field, such as internships or entry-level positions.
  • Industry Knowledge: Applicants must have a good understanding of the marketing industry, including current trends, consumer behaviour, and best practices (Saura, 2021).
  • Portfolio: Applicants may be required to present a portfolio of their work, showcasing their creativity and marketing expertise.
  • Professional Development: Continuing professional development is crucial to keep current with industry trends and advances. Candidates must exhibit a commitment to continuous learning and growth (García and Weiss, 2019).


The job vacancy that I have identified in my chosen industry of marketing is a Social Media Manager position at a well-known fashion brand. The advertisement for the position is as follows:

Title: Social Media Manager


Full Time

Job Description:

The Company is seeking an experienced Social Media Manager to oversee our social media strategy and execution. A competent Social Media Manager is needed to work with the fashion brand's staff. The work entails generating and curating interesting content, implementing and evaluating effective social media campaigns to strengthen our online presence and improve the marketing and sales efforts. You will be in charge of creating and implementing our social media strategy as the social media manager in order to promote brand recognition and engagement while upholding the brand's identity and values. The ideal applicant would be passionate about fashion and well-versed in social media platforms.

Key Responsibilities:

  • Develop and execute social media campaigns and content calendar across various platforms.
  • Manage social media channels including Facebook, Instagram, Twitter, and YouTube.
  • Analyse social media metrics and provide regular reporting on performance.
  • Develop and maintain relationships with influencers and other social media partners.
  • Stay up-to-date on social media trends and make recommendations for new strategies and tactics.
  • Collaborate with cross-functional teams to ensure social media is integrated into broader marketing campaigns.
  • Monitor social media channels for customer feedback and respond in a timely and professional manner.


  • A bachelor's degree in marketing, communications, or a related subject is required.
  • Three or more years of experience in social media marketing.
  • Previous experience managing a fashion brand's social media networks.
  • Thorough understanding of social media platforms and best practises.
  • Outstanding writing and vocal communication abilities.
  • Knowledge of social media analytics and reporting tools.
  • The ability to operate in a fast-paced atmosphere while managing many tasks at the same time.

To Apply, please email your CV and Cover Letter at

I'm very interested in this employment opportunity since it combines two of my passions: marketing and fashion. I've always been interested in the relationship between marketing and fashion, and this position would let me work for a reputable company while putting my social media marketing expertise to use.

Additionally, this role is of interest to me because it is a new and emerging role within the marketing industry. With the increasing importance of social media in marketing, the demand for Social Media Managers is on the rise (Li et al., 2021). As technology continues to advance and social media platforms evolve, this role will likely be future-proofed and continue to be in high demand.

This job is distinct from others in that it allows me the option to work for a clothing name that I respect. The organisation has a solid reputation for originality and creativity, therefore I would consider it an honour to work there. Also emphasised in the job description is the ability to work with cross-functional teams, which is important to me because I value cooperation and collaboration at work.


This report has explored the future of the Marketing industry, including the impact of globalisation and technology. The research has highlighted the need for marketers to have strong communication, analytical, and creative skills, as well as a deep understanding of digital marketing tools and strategies. Additionally, the job market for marketing professionals is highly competitive, and employers are looking for candidates with relevant work experience and industry-specific knowledge. The chosen job opportunity, a Social Media Marketing Manager role, aligns with the current industry trends and offers the potential for career growth and advancement. In the future, the Marketing industry is expected to continue to evolve and expand with the development of new technologies, emphasizing the importance of ongoing learning and professional development.

Reference list

Abuhashesh, M.Y., Alshurideh, M.T., Ahmed, A.E., Sumadi, M. and Masa'deh, R.E., 2021. The effect of culture on customers’ attitudes toward Facebook advertising: the moderating role of gender. Review of International Business and Strategy, 31(3), pp.416-437.

Campbell, C., Sands, S., Ferraro, C., Tsao, H.Y.J. and Mavrommatis, A., 2020. From data to action: How marketers can leverage AI. Business Horizons, 63(2), pp.227-243.

de Araujo, L.M., Priadana, S., Paramarta, V. and Sunarsi, D., 2021. Digital leadership in business organizations. International Journal of Educational Administration, Management, and Leadership, pp.45-56.

García, E. and Weiss, E., 2019. The Role of Early Career Supports, Continuous Professional Development, and Learning Communities in the Teacher Shortage. The Fifth Report in'The Perfect Storm in the Teacher Labor Market'Series. Economic Policy Institute.

Handayani, I. and Agustina, R., 2022. Starting a digital business: Being a millennial entrepreneur innovating. Startupreneur Bisnis Digital (SABDA Journal), 1(2), pp.126-133.

House of Sunny 2021. CAREERS. [online] HOUSE OF SUNNY. Available at: [Accessed 15 Mar. 2023].

Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital marketing. Scientific Journal of Polonia University, 33(2), pp.28-35.

Kurtzke, S. and Setkute, J., 2021. Analytics capability in marketing education: A practice-informed model. Journal of Marketing Education, 43(3), pp.298-316.

Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, pp.51-70.

Manoharan, G. and Narayanan, S., 2021. A research study to investigate the feasibility of digital marketing strategies in advertising. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(09), pp.450-456.

Muninger, M.I., Hammedi, W. and Mahr, D., 2019. The value of social media for innovation: A capability perspective. Journal of Business Research, 95, pp.116-127.

Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), pp.92-102.

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