A Sample of Personal Career Goals and Career Strategy for Marketing Manager

By John Dudovskiy

Marketing ManagerIn order to have a successful career it is better to be proactive, rather than reactive in terms of formulating career plans, assessing personal strengths and weaknesses, and devised detailed plans accordingly. It has been acknowledged that “personal development is an increasingly important aspect of life and work” (Boer, 2006, p.6) and therefore this paper represents personal development plan related to the career perspectives of the author.


Personal Career Goals and Career Strategy

Rothwell (2009) justly argues that personal career goals will be easier to achieve if they correspond to life goals and personal values of individuals. Accordingly, the author of this plan has formulated career goals that reflect personal life goals values. Specifically, the personal career goal for the author of this plan is closely related the e-commerce industry in general, and marketing aspect of e-commerce in particular.

In other words, the author of this plan has formulated career goals that involve becoming a competent e-commerce marketing manager. The author has bold ambitions in terms of career plans, but at the same time, cherishes personal values of spending quality time with family and friends.

The flexibility associated with the position of marketing management allows the author of this plan to pursue above specified values, and at the same time, to utilise the high level of creativity of the author.

Career strategy can be defined as “any behaviour, activity, or experience designed to help a person meet career goals” (Greenhaus et al, 2009, p.131). The main points of the career strategy for the author of this paper consist of the following stages:

First, preparing a personal profile. This stage involves identifying the interests of the author as well as assessing personal strengths and weaknesses.

Second, formulating short and long-term professional aims and objectives. It has to be ensured that the aims and objectives meet the requirements of SMART (specific, measurable, achievable, realistic and timed).

Third, developing an effective action plan to achieve professional aims and objectives. The action plan should be focused and also include provisions for changing external environment.

Fourth, devising effective career plan monitoring measures. This can include analysis of the achievement of career plan on a yearly basis and initiating necessary correction measures as well as revisions to the plan whenever necessary.


E-Commerce Marketing Manager Role Analysis

The role of e-commerce marketing manager needs to be analysed in detail in order to be prepared for the success in the future. According to Curtis and Williams (2007) e-commerce marketing managers have more complicated tasks to accomplish compared to traditional offline marketing managers because some of the marketing tools and methods that offline marketing managers use are not available for online marketers.

For instance, offline marketers in retail business manipulate with packaging design, shopping environment and design of the stores in order to increase the levels of customer attraction and retention. E-commerce marketing managers, on the other hand, do not have such options to manipulate with, and their marketing possibilities are limited only to online platform.

In other words, while offline marketing managers have the possibilities of manipulating with real tangible and intangible objects to influence consumer buying behaviour in various ways, e-commerce marketing managers are only left with web-site design and the value of the marketing message in order to increase the sales of the company.

Therefore, e-commerce marketing managers have to be more creative in terms of devising their marketing messages and communicating them to their current and potential customers in an effective manner.

Moreover, it has been stated that “to reach the responsible position of online marketing manager, however, takes years of marketing and direct hands-on experience with a wide variety of programs, techniques, and procedures” (Taylor, et al 2007, p.69). And this makes the role of online marketing manager more challenging, and at the same time more rewarding.


Critical Analysis of Personal Strengths and Development Needs

The personal strengths, as well as development needs of the author of this article need to be analysed in order to be prepared to follow above formulated career plan in an effective manner. This viewpoint is supported by Torrington et al (2008), who argue that those specific members of the workforce who adopt proactive approach in assessing personal capabilities and formulate career plans accordingly have greater chances to become successful.

One of the personal strengths of the author of this plan is tendency to perfectionism and attention to detail. In today’s highly competitive marketplace this specific skill may prove to be highly beneficial. Moreover, the author can be described as a creative person and also has efficient communication skills that can be utilised when pursuing career plans.

HR professionals state that “by making your own assessment of your personal development needs as a basis for identifying the means of satisfying them and acting accordingly, you can get more satisfaction from your work, advance your career and increase your employability” (Armstrong, 2008, p.89)

Accordingly, the author of this plan has identified personal development needs, in order for them to be addressed in an effective manner, and the chances for professional success to be maximised. Specifically, areas for the personal development for the author relates to the level of cross-cultural awareness. In other words, the level of cross-cultural knowledge of the author needs to be increased, in order to be able to communicate marketing messages to the representatives of various cultural backgrounds in an effective manner.

Moreover, development needs for the author of this paper also includes learning about colours, graphic designs, computer animations and their impacts on consumer buying behaviour. Also, time-management skills need to be improved significantly.


Career Strategy Action Plan

The author of the current paper has developed an action plan in order to ensure that all of the career objectives are met in a most efficient manner. Action plan can be defined as “a written plan detailing all the actions you need to and want to take to successfully accomplish your ultimate goal: success in your chosen career” (Field, 2008, p.38).

Specifically, the career action plan is comprised of the following stages:

Stage one: obtaining in-depth knowledge about business and management during the remaining period of studies. Specifically, focusing on the subjects and topics related to marketing in general, and e-commerce marketing in particular. To be actively engaged in self-development as well by reading relevant literature and studying relevant materials in various formats from various sources. Completing the studies with distinction.

Stage two: securing the position of junior e-commerce marketing manager with a medium sized company in UK. This specific objective is going to be achieved through submitting the CV which is supplied inn the second part of this CV and careful preparation for interviews. This stage is necessary in order to enter e-commerce marketing industry, and therefore, the company does not have to be the big one.

Stage three: mastering the profession of e-commerce marketing manager through committing to extra hours and taking advantage of every learning opportunity at work. Moreover, reading relevant marketing magazines and newspapers outside the working hours, as well as attending relevant trainings and seminars.



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