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.

Di Gregorio, A., Maggioni, I., Mauri, C., Mazzucchelli, A. (2019). Employability skills for future marketing professionals. EUROPEAN MANAGEMENT JOURNAL, 37(3), 251-258 [10.1016/j.emj.2019.03.004].

Employability skills for future marketing professionals

Di Gregorio, A;Mazzucchelli, A
2019

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.
Articolo in rivista - Articolo scientifico
Digitalisation; Employability; Marketing graduates; Skillset;
Employability; Skillset; Marketing graduates; Digitalisation
English
23-mar-2019
2019
37
3
251
258
partially_open
Di Gregorio, A., Maggioni, I., Mauri, C., Mazzucchelli, A. (2019). Employability skills for future marketing professionals. EUROPEAN MANAGEMENT JOURNAL, 37(3), 251-258 [10.1016/j.emj.2019.03.004].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/223964
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