Over 16,000 people work in marketing occupations in Wales, with the industry playing an essential role in ensuring the success of public, private, and not-for-profit organisations across all sectors of the economy. The marketing industry includes the marketing of traditional goods and services, conferences and events, market research, and social marketing.
The marketing industry is extremely competitive and is driven by the need to develop both innovative and cost-effective methods of working whilst keeping pace with rapidly changing consumer preferences.
The key drivers of change in the marketing profession and include:
- Technological change has, in turn, stimulated changing skills demand throughout the workforce. Most significantly, the demand for IT skills has increased in order to supplement new media and graphic design trends in marketing practice;
- Relationship marketing – a strong emphasis upon client retention which has created a demand for communications-based skill sets amongst marketing personnel;
- Social marketing – a focus on social responsibility and sustainable marketing practice which demands strong communication skills;
- Policy and legislation – heavy regulation of consumer protection and advertising.
Other challenges that impact recruitment, retention, and profitability include:
- Employment entry routes are currently more aligned to graduates, with 35% of workers having been through HE or holding a professional qualification;
- There are very few workers below the age of 20, meaning employers are not tapping into potential from younger applicants;
- The market research specialism tends to employ the highest proportion of temporary workers, which can act as a disincentive to job applicants;
- Around a third of employers experience difficulty in recruiting for specific positions because applicants lack the skills or experience required;
- Major roles affected by skills shortages in marketing tend to centre on first-line management, senior marketing managers, and senior brand managers who need IT, digital, and media skills;
- Skills gaps for market research include technical and research design skills, product design, leadership, and people skills.
The Marketing Apprenticeship has been designed to address the challenges outlined above for employers of all sizes across the public, private and not-for-profit sectors. It will attract new talent into the Marketing industry and help to upskill the workforce to meet employer skills priorities.
Foundation apprentices are likely to work in job roles such as marketing assistant, market research assistant, or events management assistant; undertaking a range of activities which might include collecting market research data, analysing competitor activity, contributing to marketing campaigns, planning and organising an event or exhibition and using a range of digital technologies.
Apprentices are likely to work in job roles such as marketing co-ordinator, junior marketing executive/officer, advertising account executive, or market researcher; undertaking a range of activities which might include conducting market research, designing and evaluating marketing plans, contributing to advertising and promotional campaigns and events, maintaining a portfolio of products and managing budgets.
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