marketing department processes
The different processes, duties, jargon, role in an organisation, and other specificities of the marketing department within an organisation such as market research, marketing strategies, and advertising processes.
Market research analysts collect the information gathered in the market research and study it to draw conclusions. They define the potential customers of a product, the target group and the way they can be reached. Market research analysts analyse the position of products in the market from different perspectives such as features, prices and competitors. They analyse cross selling and interdependencies between different products and their placement. Market research analysts prepare information helpful for the development of marketing strategies.
Competences and skills
72 ESCO relationsEssential competences 1 competence
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
0 competencesNo competences in this bucket.
Essential knowledge 11 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencesvisual presentation techniques
The visual representation and interaction techniques, such as histograms, scatter plots, surface plots, tree maps and parallel coordinate plots, that can be used to present abstract numerical and non-numerical data, in order to reinforce the human understanding of this information.
digital
Cross-sector
9 competencesconsumer goods industry
The consumer goods industry refers to a concrete economic sector that produce and sell goods to consumers for they direct consumption, enjoyment or use. Industry that covers a wide range of activities whose target is the final consumption of products by households. It includes food production, clothing and leather, electronics, and household equipment, among other sectors.
demography
The scientific field of study that deals with studying the size, structure, and distribution of the human population, and its geographical and temporal changes.
market research
The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.
marketing analytics
The set of processes for employing data to improve the effectiveness of marketing activities. It involves analysing metrics such as the Return on Investment (ROI) for identify opportunities of improvement.
digital
marketing mix
Principle of marketing that describes the four fundamental elements in marketing strategies which are the product, the place, the price and the promotion.
marketing principles
The principles of managing the relationship between consumers and products or services for the purpose of increasing sales and improving advertising techniques.
quantitative analysis
The technique of employing statistical and mathematical modelling and measurement to represent a specific reality through numbers.
digital
statistics
The study of statistical theory, methods and practices such as collection, organisation, analysis, interpretation and presentation of data. It deals with all aspects of data including the planning of data collection in terms of the design of surveys and experiments in order to forecast and plan work-related activities.
trendwatching
The practice of understanding the world and its ever-changing nature. The observation of different phenomena in the world in order to predict and foresee the evolution of things in the world.
Essential skills and competences 15 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
1 competenceidentify customer's needs
Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
Cross-sector
14 competencesadvise on market strategies
Analyse information and recommend possible improvements, market strategies, and customer preferences in order to adapt the company's market approach.
analyse consumer buying trends
Analyse buying habits or currently prevalent customer behaviour.
analyse economic trends
Analyse developments in national or international trade, business relations, banking, and developments in public finance and how these factors interact with one another in a given economic context.
analyse external factors of companies
Perform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.
analyse internal factors of companies
Research and understand various internal factors that influence the operation of companies such as its culture, strategic foundation, products, prices, and available resources.
analyse market financial trends
Monitor and forecast the tendencies of a financial market to move in a particular direction over time.
draw conclusions from market research results
Analyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.
identify market niches
Analyse the composition of the markets, segment these into groups, and highlight the opportunities that each one of these niches represent in terms of new products.
identify potential markets for companies
Observe and analyse market research findings in order to determine promising and profitable markets. Consider the firm's specific advantage and match it with markets where such value proposition is missing.
make strategic business decisions
Analyse business information and consult directors for decision making purposes in a varied array of aspects affecting the prospect, productivity and sustainable operation of a company. Consider the options and alternatives to a challenge and make sound rational decisions based on analysis and experience.
perform market research
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
prepare market research reports
Report on the outcomes of the market research, main observations and outcomes, and notes helpful for analysing the information.
prepare presentation material
Prepare the documents, slide shows, posters and any other media needed for specific audiences.
present reports
Display results, statistics and conclusions to an audience in a transparent and straightforward way.
Optional knowledge 17 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
12 competencescustomer insight
The marketing concept referring to the deep understanding of the customer's motivations, behaviours, beliefs, preferences, and values that help understand the reasons why the way they do. This information is then useful for commercial purposes.
customer service
Processes and principles related to the customer, client, service user and to personal services; these may include procedures to evaluate customer's or service user's satisfaction.
data quality assessment
The process of revealing data issues using quality indicators, measures and metrics in order to plan data cleansing and data enrichment strategies according to data quality criteria.
digital
information confidentiality
The mechanisms and regulations which allow for selective access control and guarantee that only authorised parties (people, processes, systems and devices) have access to data, the way to comply with confidential information and the risks of non-compliance.
digital
LDAP
The computer language LDAP is a query language for retrieval of information from a database and of documents containing the needed information.
digital
LINQ
The computer language LINQ is a query language for retrieval of information from a database and of documents containing the needed information. It is developed by the software company Microsoft.
digital
MDX
The computer language MDX is a query language for retrieval of information from a database and of documents containing the needed information. It is developed by the software company Microsoft.
digital
N1QL
The computer language N1QL is a query language for retrieval of information from a database and of documents containing the needed information. It is developed by the software company Couchbase.
digital
query languages
The field of standardised computer languages for retrieval of information from a database and of documents containing the needed information.
digital
resource description framework query language
The query languages such as SPARQL which are used to retrieve and manipulate data stored in Resource Description Framework format (RDF).
digital
SPARQL
The computer language SPARQL is a query language for retrieval of information from a database and of documents containing the needed information. It is developed by the international standards organisation World Wide Web Consortium.
digital
XQuery
The computer language XQuery is a query language for retrieval of information from a database and of documents containing the needed information. It is developed by the international standards organisation World Wide Web Consortium.
digital
Cross-sector
5 competencesbusiness analysis
The research field which addresses the identification of business needs and problems and the determination of the solutions that would mitigate or prevent the smooth functioning of a business. Business analysis comprises IT solutions, market challenges, policy development and strategic matters.
customer segmentation
The process whereby a target market is divided into specific sets of consumers for further market analysis.
database
The classification of databases, that includes their purpose, characteristics, terminology, models and use such as XML databases, document-oriented databases and full text databases.
digital
interview techniques
The techniques for getting information out of people by asking the right questions in the right way and to make them feel comfortable.
psychology
The human behaviour and performance with individual differences in ability, personality, interests, learning, and motivation.
Optional skills and competences 28 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
5 competencesanalyse supply chain trends
Analyse and make predictions about trends and evolutions in supply chain operations in relation to technology, efficiency systems, types of products shipped, and logistical requirements for shipments, in order to remain at the forefront of supply chain methodologies.
build predictive models
Create models to predict the probability of an outcome.
establish data processes
Use ICT tools to apply mathematical, algorithmic or other data manipulation processes in order to create information.
digital
follow the news
Follow current events in politics, economics, social communities, cultural sectors, internationally, and in sports.
manage data
Administer all types of data resources through their lifecycle by performing data profiling, parsing, standardisation, identity resolution, cleansing, enhancement and auditing. Ensure the data is fit for purpose, using specialised ICT tools to fulfil the data quality criteria.
digital
Cross-sector
23 competencesanalyse big data
Collect and evaluate numerical data in large quantities, especially for the purpose of identifying patterns between the data.
digital
apply knowledge of human behaviour
Practice principles related to group behaviour, trends in society, and influence of societal dynamics.
apply statistical analysis techniques
Use models (descriptive or inferential statistics) and techniques (data mining or machine learning) for statistical analysis and ICT tools to analyse data, uncover correlations and forecast trends.
digital
apply technical communication skills
Explain technical details to non-technical customers, stakeholders, or any other interested parties in a clear and concise manner.
collaborate in the development of marketing strategies
Work together with a group of professionals to develop marketing strategies performing market analysis and financial viability while staying aligned with the company's goals.
conduct public surveys
Conduct the procedures of a public survey from the initial formulation and compilation of the questions, identifying the target audience, managing the survey method and operations, managing the processing of acquired data, and analysing the results.
conduct qualitative research
Gather relevant information by applying systematic methods, such as interviews, focus groups, text analysis, observations and case studies.
conduct quantitative research
Execute a systematic empirical investigation of observable phenomena via statistical, mathematical or computational techniques.
conduct research interview
Use professional researching and interviewing methods and techniques to gather relevant data, facts or information, to gain new insights and to fully comprehend the message of the interviewee.
deliver visual presentation of data
Create visual representations of data such as charts or diagrams for easier understanding.
digital
design questionnaires
Study the objectives of the research and imprint those aims into the design and development of questionnaires.
document interviews
Record, write, and capture answers and information collected during interviews for processing and analysis using shorthand or technical equipment.
document project progress
Record the project planning and development, the work steps, the required resources and the final results in order to present and keep track of the realised and ongoing projects.
evaluate interview reports
Assess the quality and plausibility of the interview results on the basis of the documentation while taking various factors into account such as the weighting scale.
forecast economic trends
Gather and analyse economic data in order to predict economic trends and events.
gather data
Extract exportable data from multiple sources.
digital
keep updated on innovations in various business fields
Be informed and acquainted with innovations and trends in different industrial and business fields for application in business development.
manage database
Apply database design schemes and models, define data dependencies, use query languages and database management systems (DBMS) to develop and manage databases.
digital
perform business analysis
Evaluate the condition of a business on its own and in relation to the competitive business domain, performing research, placing data in context of the business' needs and determining areas of opportunity.
perform data analysis
Collect data and statistics to test and evaluate in order to generate assertions and pattern predictions, with the aim of discovering useful information in a decision-making process.
digital
perform project management
Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific goal within a set time and budget.
research
study website behaviour patterns
Research, analyse and optimise business results and user experience online through the use of tracking website metric tools.
digital
tabulate survey results
Collate and organise the answers gathered in interviews or polls in order to be analysed and draw conclusions from them.