Marketing Skills in Practice

Developing a Successful Marketing Career
1. Auflage 2023
ISBN: 978-1-03-242974-8
Verlag: Taylor & Francis Ltd

Buch, Englisch, 170 Seiten, Format (B × H): 246 mm x 173 mm, Gewicht: 316 g

Based around research into marketing education and marketing practice, Marketing Skills in Practice: Developing a Successful Marketing Career helps students embarking on their career to develop their professional identity, as well as the key skills required by employers in the industry.

Divided into four core sections, the book begins with an overview of the field of marketing. Section two shows students how to relate practice to their own transferable skills, while section three gives students the opportunity to consider how they lead, develop, and manage within marketing. Section four provides students with the opportunity to reflect on their own learning and identify what knowledge and skills they have enhanced for their future careers. Fundamentally, the book identifies the key skills required in the marketing industry whilst also addressing the challenge of developing a career in leading and managing in a marketing context. Theoretical aspects are applied through real-life cases, practical examples and a themed case study, coupled with tasks that allow students to test and apply their knowledge to a workplace scenario, all of which are adaptable for hybrid teaching methods.

Unique in its focus on employability, this text is suitable for all marketing students embarking on a career in the field, and particularly as core reading for any modules based on Marketing in Practice and Professional Development.

Online resources include PowerPoint slides for lecturers and an instructor’s manual, which includes lesson plans, tasks, suggested answers, and a test bank with answers.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

Barkas, Linda Anne

Dixon-Todd, Yvonne

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Berufe, Ausbildung, Karriereplanung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

Chapter 1. Understanding the Role and Scope of Marketing.

Chapter 2. Trends in Marketing. It is not all Digital!

Chapter 3. Introducing Management: Theory to Practice.

Chapter 4. Careers in Marketing.

Chapter 5. The Skills and Knowledge Needed in Marketing.

Chapter 6. Professional Identity in Business and Marketing.

Chapter 7. Self-management in a Marketing Career.

Chapter 8. Managing Others in Marketing.

Chapter 9. Being a Leader and Personal Reflector in Marketing.

Chapter 10. Marketing in Industry 5.0

Über Autor(innen)

Dr Yvonne Dixon-Todd is Head of the School of Business and Management, Faculty of Business Law and Tourism, University of Sunderland, UK.

Dr Linda Anne Barkas is Senior Lecturer in Business Manager and Programme Leader Doctorate in Business Administration, Faculty of Business Law and Tourism, University of Sunderland, UK.