¿Cuáles son las competencias y habilidades del graduado en marketing requeridas en el mercado organizacional español?un análisis de contenido a partir de las ofertas de trabajo difundidas por los portales de empleo en Internet

  1. Lázaro Echegaray 1
  2. García Martín, Jorge
  1. 1 Cámarabilbao University Business School
Revue:
Esic market

ISSN: 0212-1867

Année de publication: 2019

Número: 164

Pages: 515-560

Type: Article

DOI: 10.7200/ESICM.164.0503.2 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Esic market

Objectifs de Développement Durable

Résumé

Objective. The new scenarios arising globalisation and the development of information and communication technologies have obliged marketing to adapt to a more complex, ever-changing and highly uncertain environment. That adaptation has, in turn, made it necessary to review the conditions of engagement of professionals in the sector. Thus, the aim of this study is to identify the skills required in business-to-business (B2B) job vacancies for marketing graduates at national and international companies based in Spain, with international links and, therefore, forming part of the globalised market. Methodology. Employing the desktop research technique, an analysis was performed on the listings posted on the leading job portals in Spain. Following this, a content analysis was conducted on the data collected the listings, quantifying and classifying the job requirements appearing in them. Results. The importance of social media in relation to technical skills, the relevance of a good proficiency in English as regards meta-skills, the requirement of digital marketing knowledge and expertise with respect to conceptual marketing knowledge, and a strong correlation between the experience and salary variables were observed. Limitations. There is scant specific literature on marketing job requirements in the B2B sector. Practical implications. This study is particularly valuable insofar as it provides universities, business schools and higher education centres knowledge of the latest marketing skills and competencies required in the B2B sector.

Références bibliographiques

  • Andreu, J. (2000). Las técnicas de análisis de contenido: una revisión actualizada. Fundación Centro de Estudios Andaluces, Universidad de Granada, 10 (2), 1-34.
  • Bigné, J., Aldás, J., Andreu, L., & Ruiz, C. (2007). La adopción del B2B en las Pymes españolas: antecedentes y consecuencias. Revista Española de Investigación de Marketing ESIC, 11 (2), 117-133.
  • Gallardo, A., & Ramírez, M. (2003). Factores determinantes de la inversión en TIC en la empresa. XIII Congreso ACEDE, Salamanca, Spain, September 21-23, 2003. Retrieved November 25, 2019, from http://www.acede2003.org/indice_autores.asp
  • García, J., & Echegaray, L. (2018). What competencies and skills should marketing professionals possess? An exploratory approach from a professional and academic perspective. Esic Market Economics and Business Journal, 49 (2), 239-260.
  • García, J., & Echegaray, L. (2019). Marketing Graduate Job Profiles in the Spanish Mass Consumer Market: A Content Analysis of Job Listings on the Internet. Esic Market Economics and Business Journal, 50 (1), 127-129. doi:10.7200/esicm.162.0501.3i
  • Kreindler, P., & Rajguru, G. (2006). Lo que esperan realmente los clientes B2B. Harvard Business School Review, 149, 6-7.
  • Leeflang, P., Dahlström, P., Verhoef, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32 (1), 1-12. doi:10.1016/j.emj.2013.12.001
  • McNally, R., Durmusoglu, S., & Calantone, R. (2013). New Product Portfolio Management Decisions: Antecedents and Consequences. Journal of Product Innovation Management, 30 (2), 245-261. doi:10.1111/j.1540-5885.2012.00997.x
  • Núñez Zabaleta, A. (2019). Uso del Social Media por parte de los directivos en empresas del País Vasco. Esic Market Economics and Business Journal, 50 (1), 87-105. doi:10.7200/esicm.162.0501.2e
  • Pefanis, R., & Harich, K. (2010). Knowledge and Skill Requirements for Marketing Jobs in the 21st Century. Journal of Marketing Education, 32 (3), 341-352. doi:10.1177/0273475310380881
  • Royle, J., & Laing, A. (2014). The digital marketing skills gap: developing a digital marketer model for the communication industries. International Journal of Information Management, 34 (2), 65-73. doi:10.1016/j.ijinfomgt.2013.11.008
  • Wroblowská, Z. (2016). Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands. Journal of Conpetitiveness, 8 (3), 5-21. doi:10.7441/joc.2016.03.01
  • Arroyo Tovar, R. (2012). Habilidades gerenciales. Desarrollo de destrezas, competencias y actitud. Bogotá: ECOE Ediciones.
  • Bardin, L. (2002). Análisis de contenido. Madrid: Akal.
  • Berelson, B. (1952). Content Analysis in Communication Researches. Glencoe III: Free Press.
  • Chernev, A. (2011). Strategic Marketing Management (6th ed.). Chicago: Cerebellum Press.
  • Dottle, C. (2018). El mercado de selección en España. Panorama general. En Guía del mercado laboral 2018. Retrieved November 25, 2019, from http://guiasalarial. hays.es/trabajador/home
  • Ferguson, N. (2018). The Square and the Tower. Networks and Power, from the Freemasons to Facebook. New York: Penguin Press.
  • Foxize School (2014). El Director de Marketing del Futuro. Retrieved November 25, 2019, from https://www.foxize.com/ebooks/el-director-de-marketing-del-futuro
  • Gardner, H. (2011). Inteligencias múltiples. Barcelona: Paidós.
  • ICEX (2010). La empresa exportadora española, 2005-2008. Retrieved November 25, 2019, from https://www.icex.es/icex/es/navegacion-principal/todos-nuestrosservicios/informacion-de-mercados/estudios-de-mercados-y-otros-documentosde-comercio-exterior/4315633.html
  • ICEX. El exportador. Revista para la internacionalización. Retrieved November 25, 2019, from https://www.icex.es/icex/es/Navegacion-zona-contacto/revista-elexportador/en-cifras/index.html#seccion3 Igartua, J. (2006). Métodos cuantitativos de investigación en comunicación. Barcelona: Bosch.
  • INE (2018). Cifra de negocios del sector industrial. Retrieved November 25, 2019, from https://www.ine.es/jaxiT3/Datos.htm?t=28388
  • INE. Contabilidad regional de España. Retrieved November 25, 2019, from https://www.ine.es/dyngs/INEbase/es/operacion.htm?c=Estadistica_C&cid= 1254736167628&menu=resultados&idp=1254735576581
  • Kotler, P. (2003). Marketing Management. México: Prentice Hall International Editions.
  • Kotler, P., & Keller, K. (2006). Dirección de Marketing. México: Prentice Hall International Editions.
  • Krippendorff, K. (1990). Metodología del análisis de contenido. Teoría y práctica. Barcelona: Paidós.
  • Manuera, J., & Rodríguez, A. (2012). Estrategias de Marketing. Un enfoque basado en el proceso de dirección. Madrid: ESIC.
  • Page, M. (2018). Estudios de remuneración. Retrieved November 25, 2019, from https://www.michaelpage.es/prensa-estudios/estudios/estudios-de-remuneracion
  • Randstad (2018). Informe de Tendencias Salariales 2018. Retrieved November 25, 2019, from https://research.randstad.es/informe-de-tendencias-salariales-2018/
  • Santesmases, M. (2007). Marketing. Conceptos y estrategias (5th ed.). Madrid: Pirámide.
  • Seoane Balado, E. (2005). La nueva era del comercio. El comercio electrónico. Las TIC al servicio de la gestión empresarial. Vigo: Ideaspropias Editorial.
La source de données: Dialnet