Based on an extensive study of 500 marketers and a review of the academic and professional literature, this report identifies the key issues, challenges and opportunities around the evolving skills of modern marketers in response to the rapidly changing digital marketing and media environment.
The research explores the 3 characteristics modern marketers must have including domain knowledge (broad knowledge of marketing and one’s sector), individual specialist skills and attitude and mindset (people skills aligned with organisational values and culture).
- The key skills required for a successful career in modern marketing.
- The issues, challenges and opportunities around developing modern marketing skills.
- Modern marketing mindsets required to support skills development.
*We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email email@example.com. You can update your details and marketing preferences at any time by visiting your My Account page.