The Skill Requirement Issue for Marketing Teams in the Digital Age - A qualitative study of B2C businesses in China
(2022) MGTN59 20221Department of Business Administration
- Abstract
- Digital technology has deeply influenced the social and business environment, and digital marketing is becoming a mainstream marketing strategy. The digital age has brought both benefits and challenges to the marketing teams. Faced with the increasing challenges, one way for marketing teams to improve their competitiveness is to acquire highly skilled talents. So far, research on the skill requirements of marketing teams is concentrated in developed Western countries. Moreover, there is little research on the managerial practices implemented by the marketing teams to meet their skill requirements.
This study is set in the context of China, a developing country with a vast market. This study aims to explore the skill requirements of B2C... (More) - Digital technology has deeply influenced the social and business environment, and digital marketing is becoming a mainstream marketing strategy. The digital age has brought both benefits and challenges to the marketing teams. Faced with the increasing challenges, one way for marketing teams to improve their competitiveness is to acquire highly skilled talents. So far, research on the skill requirements of marketing teams is concentrated in developed Western countries. Moreover, there is little research on the managerial practices implemented by the marketing teams to meet their skill requirements.
This study is set in the context of China, a developing country with a vast market. This study aims to explore the skill requirements of B2C marketing teams in China and the human resource management practices adopted by these teams to meet their skill requirements.
This study is a qualitative study using semi-structured interviews to obtain empirical data. Interviews with eight interviewees from different B2C companies were conducted during the working process. Based on the empirical data from this research, a set of skill requirements with six broad skill categories is proposed. These categories are generic skills, basic marketing skills, digital skills, aesthetic skills, data analysis skills, and public opinion sensing skills. According to the interviews, the current B2C marketing teams in China tend to prefer people who can combine a wide range of skills, and they expect their marketing employees to be more proficient in their skills.
In terms of human resource management, companies are finding strategies to meet their skills requirements in four areas: employee recruitment, employee retention, employee investment, and employee empowerment. Companies rely significantly on recruiting new talent and training staff to meet the changing skills requirements of their marketing teams. Furthermore, some employee retention and employee empowerment strategies are developed to encourage older employees to motivate and improve themselves. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9084165
- author
- Cui, Chenyang LU and Xue, Yiyi LU
- supervisor
- organization
- course
- MGTN59 20221
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Marketing, B2C, Skill requirements, Human resource management, HRM
- language
- English
- id
- 9084165
- date added to LUP
- 2022-06-23 12:00:14
- date last changed
- 2022-06-23 12:00:14
@misc{9084165,
abstract = {{Digital technology has deeply influenced the social and business environment, and digital marketing is becoming a mainstream marketing strategy. The digital age has brought both benefits and challenges to the marketing teams. Faced with the increasing challenges, one way for marketing teams to improve their competitiveness is to acquire highly skilled talents. So far, research on the skill requirements of marketing teams is concentrated in developed Western countries. Moreover, there is little research on the managerial practices implemented by the marketing teams to meet their skill requirements.
This study is set in the context of China, a developing country with a vast market. This study aims to explore the skill requirements of B2C marketing teams in China and the human resource management practices adopted by these teams to meet their skill requirements.
This study is a qualitative study using semi-structured interviews to obtain empirical data. Interviews with eight interviewees from different B2C companies were conducted during the working process. Based on the empirical data from this research, a set of skill requirements with six broad skill categories is proposed. These categories are generic skills, basic marketing skills, digital skills, aesthetic skills, data analysis skills, and public opinion sensing skills. According to the interviews, the current B2C marketing teams in China tend to prefer people who can combine a wide range of skills, and they expect their marketing employees to be more proficient in their skills.
In terms of human resource management, companies are finding strategies to meet their skills requirements in four areas: employee recruitment, employee retention, employee investment, and employee empowerment. Companies rely significantly on recruiting new talent and training staff to meet the changing skills requirements of their marketing teams. Furthermore, some employee retention and employee empowerment strategies are developed to encourage older employees to motivate and improve themselves.}},
author = {{Cui, Chenyang and Xue, Yiyi}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Skill Requirement Issue for Marketing Teams in the Digital Age - A qualitative study of B2C businesses in China}},
year = {{2022}},
}