Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2020 Regional Conference


Profiling digital marketing professionals – a study on demanded skills
(R2020-84941)

Published: September 16, 2020

AUTHORS

Zsuzsa Săplăcan, Babeș-Bolyai University; Mónika Anetta Alt, Babeș-Bolyai University

KEYWORDS

digital marketing; marketing skills; job advertisements

ABSTRACT

The marketing skillset desired by companies has been researched widely before but only a few of the studies focused on the digital marketing professions. The aim of the present paper is to identify the relevant competencies for future digital marketing specialists and to reveal new digital marketing professions. The study employs a mixed method of text mining and content analysis of marketing job postings from the largest job listing portal in Romania. Our results show that a general transferable soft skill set is demanded for all digital marketing positions, while specific knowledge and tools make the difference across the professions.