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Anforderungen an Marketing- und marketingnahe Kommunikationsberufe in der deutschsprachigen Fachliteratur: Eine explorative Literaturanalyse
[Requirements for Marketing and Marketing-related Communication Professions in the German-language Literature: An Exploratory Literature Analysis]

Author

Listed:
  • Khabyuk, Olexiy

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Abstract

Im vorliegenden Aufsatz werden im Rahmen einer explorativen Analyse Quellen zu den Anforderungen in den Berufen des Marketings sowie IT, Medien und Kommunikation im Allgemeinen evaluiert. Dabei wird offenkundig, dass es eine Vielzahl von empirisch-basierten Methoden zur Erfassung von Arbeitgeberanforderungen an solche Berufsbilder gibt. Gleichzeitig existieren nur sehr wenige solche Untersuchungen für Berufsbilder des Marketings im deutschsprachigen Raum. Als Ergebnis der Analyse wird ein breites Forschungsdesiderat formuliert, das auch gesellschaftliche Aspekte von erwähnten Arbeitgeberanforderungen thematisiert.

Suggested Citation

  • Khabyuk, Olexiy, "undated". "Anforderungen an Marketing- und marketingnahe Kommunikationsberufe in der deutschsprachigen Fachliteratur: Eine explorative Literaturanalyse [Requirements for Marketing and Marketing-related Commun," Duesseldorf Working Papers in Applied Management and Economics 48, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:48
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    References listed on IDEAS

    as
    1. Khabyuk, Olexiy, "undated". "Marketingausbildung im Zeichen der Arbeitsmarktfähigkeit und Digitalisierung: Diskussion der Anforderungen an Marketing-Curricula in den angelsächsischen wissenschaftlichen Veröffentlichungen der letz," Duesseldorf Working Papers in Applied Management and Economics 50, Duesseldorf University of Applied Sciences.
    2. Arnold, Daniel & Arntz, Melanie & Gregory, Terry & Steffes, Susanne & Zierahn, Ulrich, 2016. "Herausforderungen der Digitalisierung für die Zukunft der Arbeitswelt," ZEW policy briefs 8/2016, ZEW - Leibniz Centre for European Economic Research.
    3. Nico Lumma & Stefan Rippler & Branko Woischwill, 2015. "Berufsziel Social Media," Springer Books, Springer, edition 2, number 978-3-658-06673-4, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Arbeitsanforderung; Berufsbilder; Digitalisierung; Marketing; Online Marketing Manager; digitization; employer requirements; job profiles;
    All these keywords.

    JEL classification:

    • M53 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Training
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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