A Prototype Skills Audit for Marketing Communications Professionals

Abstract

The skills audit is a process whereby organizations can identify and measure the functional marketing skills they require in marketing communications and match those requirements through job design, recruitment, training and outsourcing. This process can be beneficial to practitioners by providing a framework for which individuals can define and measure their functional skills and plan their careers. A better understanding of the marketing communications expertise required by industry should enable educators to offer courses in applied marketing communications that are relevant to the marketplace. Further, a formal process to define and measure both general and marketing communications skills would provide an objective base for marketing to be recognized as a professional discipline.

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