Essential Skills for Graduate Success: An Examination of the Current In-Demand Skills for Marketing and Public Relations Positions in Denmark, Germany, and Slovakia
Authors
Konopásková, Natália ; Meier, Alina
Term
4. term
Publication year
2023
Submitted on
2023-05-30
Pages
113
Abstract
This thesis investigates the skills currently demanded in job ads for marketing and public relations roles in Denmark, Germany, and Slovakia. It identifies the most sought-after competencies, explores similarities and differences across countries and between the two fields, and discusses practical and theoretical implications. The study is grounded in Kotler and Mindak’s models of the marketing–PR relationship and in recruitment theory, which positions job advertisements within organizations’ selection processes. Methodologically, it applies a quantitative–qualitative content analysis of 95 LinkedIn job postings (29 Danish, 37 German, and 29 Slovak), using a category system derived from a literature review; the analysis employs an intercoder approach, combining deductively defined skill categories with inductively identified ones. The results map the most frequently requested soft and hard skills and indicate more similarities than differences across countries and between marketing and PR. In light of digitalization, globalization, and possible labor market standardization in the communications industry, the thesis outlines implications for curricula and graduate employability as well as contributions to theory. Limitations include the sample size and short collection period, positioning the study as a starting point for future research.
Dette speciale undersøger, hvilke kompetencer arbejdsgivere aktuelt efterspørger i jobopslag inden for marketing og public relations i Danmark, Tyskland og Slovakiet. Formålet er at identificere de mest efterspurgte færdigheder, samt ligheder og forskelle på tværs af lande og mellem de to fagområder, og at drøfte praktiske og teoretiske implikationer. Teoretisk bygger studiet på Kotler og Mindaks modeller for relationen mellem marketing og PR samt rekrutteringsteori, der ser jobopslag som led i virksomheders udvælgelsesproces. Metodisk gennemføres en kvantitativ-kvalitativ indholdsanalyse af 95 LinkedIn-jobopslag (29 danske, 37 tyske og 29 slovakiske) ved hjælp af et kategorisystem, der er udviklet ud fra en litteraturgennemgang; analysen anvender en intercoder-tilgang og kombinerer deduktive kategorier med induktivt fremvoksede kompetencekategorier. Resultaterne kortlægger de hyppigst efterspurgte soft og hard skills og peger overordnet på flere ligheder end forskelle både mellem landene og mellem marketing og PR. I lyset af digitalisering, globalisering og en mulig standardisering af arbejdsmarkedet i kommunikationsbranchen diskuteres konsekvenser for uddannelsesplaner og dimittenders beskæftigelsesmuligheder samt teoretiske bidrag. Undersøgelsen er begrænset af stikprøvestørrelsen og den korte indsamlingperiode, men giver et solidt afsæt for videre forskning.
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