1st Edition

Marketing Skills in Practice Developing a Successful Marketing Career

    170 Pages 30 B/W Illustrations
    by Routledge

    170 Pages 30 B/W Illustrations
    by Routledge

    Based around research into marketing education and marketing practice, Marketing Skills in Practice: Developing a Successful Marketing Career helps students embarking on their career to develop their professional identity, as well as the key skills required by employers in the industry.

    Divided into four core sections, the book begins with an overview of the field of marketing. Section two shows students how to relate practice to their own transferable skills, while section three gives students the opportunity to consider how they lead, develop, and manage within marketing. Section four provides students with the opportunity to reflect on their own learning and identify what knowledge and skills they have enhanced for their future careers. Fundamentally, the book identifies the key skills required in the marketing industry whilst also addressing the challenge of developing a career in leading and managing in a marketing context. Theoretical aspects are applied through real-life cases, practical examples and a themed case study, coupled with tasks that allow students to test and apply their knowledge to a workplace scenario, all of which are adaptable for hybrid teaching methods.

    Unique in its focus on employability, this text is suitable for all marketing students embarking on a career in the field, and particularly as core reading for any modules based on Marketing in Practice and Professional Development.

    Online resources include PowerPoint slides for lecturers and an instructor’s manual, which includes lesson plans, tasks, suggested answers, and a test bank with answers.

    Chapter 1. Understanding the Role and Scope of Marketing.

    Chapter 2. Trends in Marketing. It is not all Digital!

    Chapter 3. Introducing Management: Theory to Practice.

    Chapter 4. Careers in Marketing.

    Chapter 5. The Skills and Knowledge Needed in Marketing.

    Chapter 6. Professional Identity in Business and Marketing.

    Chapter 7. Self-management in a Marketing Career.

    Chapter 8. Managing Others in Marketing.

    Chapter 9. Being a Leader and Personal Reflector in Marketing.

    Chapter 10. Marketing in Industry 5.0


    Dr Yvonne Dixon-Todd is Head of the School of Business and Management, Faculty of Business Law and Tourism, University of Sunderland, UK.

    Dr Linda Anne Barkas is Senior Lecturer in Business Manager and Programme Leader Doctorate in Business Administration, Faculty of Business Law and Tourism, University of Sunderland, UK.

    “This is the book our Marketing students have been waiting for. It blends theory and practice seamlessly and makes sure that the skills needed to become successful, both on their course and in their future job, are embedded in every chapter. The writing is engaging and informative and the use of real-life case studies helps bring the subject to life. Highly recommended!” Dr Peter Wolstencroft BSc (Econ) PGCE MA PhD SFHEA CMBE, Deputy Director: Liverpool Business School, Liverpool John Moores University


    "Marketing Skills in Practice provides a comprehensive and contemporary overview of the essential marketing skills required in today’s competitive business landscape – skills which take the reader beyond those specific to marketing – management, leadership, reflection. The text adeptly combines theoretical concepts with practical applications, enabling readers to bridge the gap between classroom knowledge and real-world marketing scenarios. The writing style is clear and concise writing style, making complex marketing principles accessible and engaging for readers of all levels of expertise. The authors have masterfully curated a wealth of industry insights, case studies and real-life examples that provide a rich learning experience. This approach ensures that readers not only comprehend the fundamental concepts but also develop a keen understand of their practical implications." Dr Karen Hadley PhD, MA, LLB, PFHEA, Director (Academic) | Institute of Business, Industry & Leadership, University of Cumbria