Building a career in marketing communication in a sustainable development era: which key competencies are required?

IF 1.2 Q4 BUSINESS

Entrepreneurship and Sustainability Issues Pub Date : 2023-12-01 DOI:10.9770/jesi.2023.11.2(1)

R. Dušek

引用次数: 0

Abstract

. The paper focuses on identifying which key competencies the higher educated graduates need to succeed at entry-level jobs in the field of marketing communication in the current sustainable development marketing approaches era and create a competency model for such jobs. The resulting competency model, based on data collected from 194 SMEs operating in the Czech Republic, defines an optimal set of the six most critical key competencies as well as the expected behavior that a competent higher educated graduate should possess to be successfully hired for different marketing communication-related jobs and be able to perform work tasks well. The proposed competency model can bring more transparency to the selection process for both recruiters and job candidates by establishing standards for desirable key competencies in such marketing positions

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在可持续发展时代打造营销传播职业生涯：需要哪些关键能力？

.本文的重点是确定在当前可持续发展营销方法时代，受过高等教育的毕业生需要具备哪些关键能力才能成功胜任营销传播领域的初级工作，并为此类工作创建一个能力模型。根据从捷克共和国 194 家中小型企业收集到的数据，所得出的能力模型定义了六种最关键的关键能力的最佳组合，以及受过高等教育的毕业生应具备的预期行为，以便成功受聘于不同的营销传播相关工作，并能很好地完成工作任务。所建议的能力模型可以为此类营销职位的理想关键能力制定标准，从而为招聘人员和求职者的甄选过程带来更多透明度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Entrepreneurship and Sustainability Issues BUSINESS-

自引率

5.90%

发文量

审稿时长

20 weeks

期刊介绍： ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES ISSN 2345-0282 (online) is a peer-reviewed scientific journal, serving as a platform to foster multi/interdisciplinary innovations that bring together the research communities and the end-users being affected. It is where theory meets practice, evident in the authors being experts across the industrial value chain – including business visionaries, regulatory and standards bodies, and especially pan-European networking through public and private sector partnerships (PPPs). Accepted papers present outcomes of initiatives and findings across all fields of science and technology, especially social sciences and humanities. Multi/interdisciplinary approach is encouraged. Recent additions to the already well-accomplished editorial board includes experts from the energy and information and communication technologies (ICT) sectors, particularly focused on advances to the state of the arts in environmental sustainability developments. This journal publishes original research papers that are rich with case studies of modern demonstrations, presenting innovative solutions to socio-economic and socio-technical problems that plague modern societies. It is a journal that is positioned as collaborative platform where theory meets practice, which is accomplished by publishing authors who’ve uncovered new linkages between data formulation and the underpinning theories, cases, observations, and validated hypotheses arising from the analysis of that data. ESI journal scope includes as well a particular focus on the business development side of smart electricity grids regarding financial or innovative technological aspects surrounding: renewable production, energy storage and management, construction materials, retrofitting, urban planning, and the trading of actors within emerging markets affected by energy supply and demand tradeoff.