30/05/2023
The marketing, communication and sales sector is booming, and showing no signs of slowing down. Our 2022 Career Report showcases the roles and companies in which our alumni have gone on to work within six months of graduating from their respective programs. Two of our career advisors weigh in on the emerging trends in the sector and what they mean for students’ future career prospects.
The past year has brought sweeping changes to the world of work across various industries—and the marketing, communication & sales sector is no different. That said, it’s no surprise that over 90% of students from our transformative marketing, communication and sales programs find jobs within six months of graduation. Going on to work in leading companies including Nike, Uber, Pwc, UNESCO, L’Oréal, Amazon and more, our students are equipped to move with the technological advancements and new shifts in global media consumption that are shaking up the status quo. Traditional marketing models are adapting and making way for modern, innovative ways to drive brand connection and engagement with audiences across the world, and our graduates are ready to tackle the challenge of what’s to come.
As the marketing, communication and sales landscape continues to evolve, IE University is committed to shaping future-proof professionals who can succeed and thrive on the global stage. Through our comprehensive range of programs, we ensure every student is equipped to take on the challenges of today’s digital and increasingly interconnected world. In fact, around 70% of students use their master’s program to make a pivot in their professional trajectory. We offer expert, personalized guidance and support to help you become the next best you, with a clear view of your short- and long-term career goals, desired impact and overall personal and professional purpose.
One of the resources we provide students is access to personalized, expert career advice and coaching. Offered by seasoned practitioners at the top of their fields, it’s the perfect way for you to define your own career path while gaining an insider’s perspective on the career trends impacting the sector. Let’s dive into what our experts have to say about our marketing, communication and sales programs, as well as what they see for the future of the sector.
Understanding marketing, communication and sales career trends
Cristina Vicedo is a professional coach, professor and the academic director of the Master Strategic Marketing & Communication. She also teaches various classes in the Master in Digital Marketing & Analytics. For her, the biggest surprise from this year’s career reports across all marketing, communication and sales programs was the type of candidates that companies want to attract. “They are looking for talent that has a better balance between the hard skills, which you can learn in a bachelor’s or master’s degree program, and the soft skills, which are becoming more important every day.”
This means that, now, students must go beyond technical ability and focus on becoming more self-sufficient and independent leaders who are flexible, proactive team players.
“Professionals have to be more generalistic and less specialized, ready for unexpected situations and providing solutions more than solving problems,” she explains.
According to Jaime Veiga, professor and academic director of the Master in Market Research & Consumer Behavior, the trends prove that marketing activities are becoming more consumer-centric. As a result, “Companies need experts who are fluent in data analytics, able to extract key insights from complex datasets while making the correct interpretations based on human behavior,” he notes. He highlights the fact that the critical role of data and behavioral sciences in modern-day business operations cannot be ignored.
The impact of AI
However, the skills profile isn’t the only thing causing rapid shifts in the marketing, communication and sales job market: disruptions like artificial intelligence (AI) have fundamentally transformed careers and new opportunities in the sector.
There is no longer a barrier between online and offline, so students must understand marketing and communication from a 360º point of view: we have to prepare them for this, Cristina says.
In her view, this mandate calls for a more humanistic approach to learning, equipping students who can navigate these disruptions skillfully, ethically and with ease. She adds, “Companies are looking for strategic thinkers and the main career trend is related to being strategists: think first and act after. This is what differentiates human beings from machines.”
Conversely, Jaime notes that AI is already a staple in certain research tools such as neuromarketing and social media listening.
“And they will continue to play a major role there—modeling tools will help researchers understand and better predict how people behave.” He believes it’s time to push the boundaries of traditional education to equip students for this brave, new world: “Final-year students in the Master in Market Research & Consumer Behavior are already testing the impact of AI on the marketing and research fields as part of their final project.”
While the job market of the future is likely to look very different because of rising adaptation to AI, both career advisors agree that it could be the key to driving digital transformation in organizations and achieving better outcomes in marketing efforts. In fact, it can be seen as a tool to create a positive impact on people and societies around the world.
We all should embrace it as an opportunity. Technology has arrived to help us and we must be wise enough to understand how to use it and make a difference for others, Christina states.
Generational shifts
With these emerging trends, it’s clear that students need to take a holistic approach to learning in order to adapt to the dynamic changes in marketing, communication and sales. “Behavioral and neurosciences expertise is getting very relevant for some types of jobs, while data fluency and the ability to communicate effectively are also top-demanded skills in the market research sector,” Jaime says.
What’s more, companies have to change how they operate to attract the best talent in the coming years.
Younger generations have learned through the last few tumultuous years and are embracing different priorities in the job search process. As Cristina explains, “Now, work-life balance or working for a sustainable company is much more important than having a higher salary.”
For Jaime, this shift has translated into a focus on “the content of the job” as well as roles that allow candidates to “work on a remote basis.” Employers now need to provide diverse projects—from sector and clients to research questions and tools used—and enriching environments that encourage employees to sharpen their skills in order to remain competitive. “Graduates now know they can add a lot of value to companies!”
