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

Radim Dušek ()
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Radim Dušek: Institute of Technology and Business in České Budějovice, Czech Republic

Entrepreneurship and Sustainability Issues, 2023, vol. 11, issue 2, 10-22

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.

Keywords: competency model; marketing communication; reputation; graduates (search for similar items in EconPapers)
JEL-codes: D83 I25 M31 O15 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:11:y:2023:i:2:p:10-22

DOI: 10.9770/jesi.2023.11.2(1)

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