TOMČÍK, Michal. Sociální a kvalifikační profil marketingových profesionálů (Social and qualification profile of marketing professionals). 1. vyd. Praha: Vysoká škola finanční a správní, a. s., 2019. 116 pp. SCIENCEpress. ISBN 978-80-7408-203-0.
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Basic information
Original name Sociální a kvalifikační profil marketingových profesionálů
Name in Czech Sociální a kvalifikační profil marketingových profesionálů
Name (in English) Social and qualification profile of marketing professionals
Authors TOMČÍK, Michal (203 Czech Republic, guarantor, belonging to the institution).
Edition 1. vyd. Praha, 116 pp. SCIENCEpress, 2019.
Publisher Vysoká škola finanční a správní, a. s.
Other information
Original language Czech
Type of outcome Book on a specialized topic
Field of Study 50400 5.4 Sociology
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/04274644:_____/19:#0000559
Organization unit University of Finance and Administration
ISBN 978-80-7408-203-0
Keywords (in Czech) marketingoví profesionálové; dovednosti
Keywords in English marketing professionals; skills
Tags AR 2019-2020, RIV_2020, unor_2020_o, xB2
Tags Reviewed
Changed by Changed by: Bc. Jan Peterec, učo 24999. Changed: 9. 4. 2020 10:22.
Abstract
V textu prezentuji co nejkomplexnější pohled na vybranou socioprofesní skupinu – na korporátní marketingové profesionály. Velmi detailně zkoumám odbornou rovinu jejich profese – typický akademický profil českého marketingového specialisty – dále se věnuji také nejčastěji očekávaným dovednostem na pracovním trhu a konečně reálným kompetencím, které jako nezbytné pro efektivní výkon této profese označují samotní praktikující marketéři. Pozornost věnuji také lidskému, sociálnímu rozměru zvolené skupiny profesionálů. Zkoumám jejich aspirace na práci v tomto oboru, jejich motivaci pro další působení v něm, jejich postoje a míru uvědomění si celospolečenských dopadů marketingu. Pokouším se také o zjištění hodnot hlavních kritérií tzv. syntetického sociálního statusu, díky kterým identifikuji typické sociální postavení zástupců této profesní skupiny.
Abstract (in English)
This publication examines corporate marketing professionals from the perspective of sociology. It is divided into ten chapters. The first chapter focuses on the development of marketing thinking throughout the last century and at the same time confronts marketing trends with the theses of critical sociology regarding the role of consumerism and marketing in modern capitalist societies. The power of communication influenced by marketing in the lives of ordinary individuals is illustrated by an attempt to quantify the number of commercial messages received by an average member of our society on a typical day. The next chapter briefly covers the development of corporate marketing in the Czech Republic during the last thirty years, when the first private communication agencies were established and marketing has become a standard part of market-oriented economic entities. The third chapter describes the process of creating a marketing piece – from the submitter and the communication (advertising) agency to the media agency. The text also identifies key professions participating in the process. The next part closely examines the people working in marketing positions within private economic entities – i.e. company, enterprise and perhaps also corporate marketing professionals. The publication presents common company practices in the Czech Republic, or more precisely, the conditions and circumstances, under which the Czech marketing professionals most commonly work. It also focuses on the position and operational delimitations of marketing departments within company practice. The fifth chapter comprehensively analyses the possibilities for professional training of marketing professionals in the Czech Republic, while focusing mainly on current options for academic studies specialized in marketing. The reader shall find out which schools and curricula allow for graduating in the field of marketing. The main goal of the text is to summarize the ideal qualification profile of a marketing professional. That is why one of the consecutive chapters of the publication focuses on three different angles of view on the optimal qualification of a marketing specialist. The first is the view of educational institutions, while the academic profile of a marketing professional is defined through the content analysis of university curricula. The second is the view of employers and thus the competence, which the labour market most commonly expects of fresh university graduates. The data come both from research carried out among human resources professionals in the largest Czech firms as well as from job-related advertising. The third point of view on the ideal qualification profile of a marketing professional comes from the marketers themselves. The text presents several empirical studies carried out both abroad and in the Czech Republic. They shed some light on the essential competence needed for the exercise of the profession as well as the fields on which the academic training of future marketers should focus. The eighth chapter of the publication provides a detailed presentation of the results of empirical research carried out among marketing professionals in 2015. The respondents were asked questions regarding the qualification profile of an ideal marketer, but some space was also given to questions regarding the prestige of their profession and their attitude towards advertising and consumerism. The work also tries to define a peer group in terms of social stratification. We attempted to identify the position of the group in the social hierarchy using the data collected on marketing professionals during the research. Our starting point was the “synthetic social status”, where the position of an individual within the society is defined by their highest successfully completed level of education, complexity of work, governing status (share of power), individual income, lifestyle and the prestige of their occupation.
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