To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set

Abstract

Both anecdotal and evidential testimonies posit marketing as a “wicked” endeavor, in thrall to sales and profit and at odds with society's needs. Using social identity theory as our primary frame of reference we look to obtain some foreground understanding of those flowing through the educational/occupational transition system and towards this occupation. We explore how aspiring marketers perceive both marketing and marketing practitioners and evaluate how those perceptions contribute to a sense of social-self at an early-stage of career formulation. Our aim is to evaluate the potential for a link between reported marketer behavior, occupational perceptions and group character. A qualitative/quantitative mixed-model research approach is adopted combining both projective techniques and personality testing. Results, derived from UK university cohorts spanning three levels of study, suggest respondents focus primarily on externally oriented aspects of marketing work, with occupational aesthetics and conspicuous representation seen as both object and subject of a marketer role. Respondents self-report as strong on traits associated with promotion and persuasiveness but less on those related to an espoused creativity. We conclude there is evidence suggesting the study group perceives being a marketer at least as important as doing what marketers do and discuss the implications this might have for how and why marketing is practiced as it is.

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