Knowledge and Skill Requirements for Marketing Jobs in the 21st Century

Abstract

This study examines the skills and conceptual knowledge that employers require for marketing positions at different levels ranging from entry- or lower-level jobs to middle- and senior-level positions. The data for this research are based on a content analysis of 500 marketing jobs posted on Monster.com for Atlanta, Chicago, Los Angeles, New York City, and Seattle. There were notable differences between the skills and conceptual knowledge required for entry-, lower-, middle-, and upper-level marketing jobs. Technical skills appear to be much more important at all levels than what was documented in earlier research. This study discusses the implications of these research findings for the professional school pedagogical model of marketing education.