Future Skills and Requirements for the Next Generation of Marketing Communication Experts

Uta Fessler-Purkarthofer () and Peter Schneckenleitner ()
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Uta Fessler-Purkarthofer: University of Applied Sciences Kufstein
Peter Schneckenleitner: University of Applied Sciences Kufstein

A chapter in Conference Proceedings Trends in Business Communication 2024, 2025, pp 15-29 from Springer

Abstract: Abstract The digital transformation has profoundly impacted the marketing communication landscape, necessitating a reevaluation of job profiles and the required skills for future marketing communication experts. This paper examines the evolving demands on marketing communication experts, focusing on the interplay of technological advancements, socio-economic changes, and the need for continuous professional development. The study employs a mixed-method approach to analyze the qualifications and skills essential for future marketing professionals, highlighting the importance of strategic thinking, technological proficiency, and a multifaceted soft skill set. The results of the study indicate that digitalization is increasingly viewed as a priority, with competencies in digital marketing and social media emerging as crucial for future success in the field. Adaptability is identified as a core competence, reflecting the rapid changes in the marketing industry and the need for professionals to continuously and swiftly evolve their skills. Despite the growing focus on digital capabilities, the importance of soft skills is increasing. To enhance marketers’ education, practical, real-world applications must be integrated with theoretical learning and the strengthening of soft skills. This necessitates staying current with trends such as artificial intelligence, yet emphasizing on soft skills in future marketers’ education.

Keywords: Digital transformation; Marketing communication skills and competences; Job profile; Marketing communication hard and soft skills (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-47793-6_2

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DOI: 10.1007/978-3-658-47793-6_2

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