For a successful marketer, it is essential to be adaptable in a changing environment. To be competitive in the labor market as a professional marketer, they must understand how to reach their customers in the most efficient way, which often happens digitally on the customers phone or through other digital platforms. This study aims to investigate how marketers consider their education relevant, in relation to the digital age we find ourselves in today. The study is based on a constructivist approach where reality is subjective. To answer the research question, a qualitative study consisting of interviews was accomplished. The study is based on organizational learning theories which highlights that individual learning is essential for an organization's survival. The study also emphasizes the importance of an in-depth understanding of how today’s knowledge-based society works where education is fundamental for social development and economic growth. The study also highlights the importance of possessing alternative competencies that are required to be successful in the 21st century. The material was analyzed through a thematic analysis where the results are divided in 3 main themes. The result shows that in today’s knowledge society, education is fundamental rather than meritorious. There is also some lack of digital practical applications and digital marketing theory during their education. Perhaps the most prominent result was that marketers witnessed themselves as never fully learned. A successful marketer needs to continuously develop one's knowledge and skills in order to remain an attractive candidate in this changing world.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-508760 |
| Date | January 2023 |
| Creators | Simonsson Baum, Zara |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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