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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ojanper\u00e4, Riikka", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-12-02T06:28:50Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-12-02T06:28:50Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/84182", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yritykset tarvitsevat yh\u00e4 eneneviss\u00e4 m\u00e4\u00e4rin markkinoijia, jotka tiet\u00e4v\u00e4t kuinka digitaalista markkinointia toteutetaan ja miten erin\u00e4isi\u00e4 digitaalisia ty\u00f6kaluja k\u00e4ytet\u00e4\u00e4n. My\u00f6s metataitojen merkitys jatkuvasti muuttuvassa ty\u00f6el\u00e4m\u00e4ss\u00e4 on korostunut. N\u00e4m\u00e4 muutokset k\u00e4yt\u00e4nn\u00f6n markkinoinnissa ovat vaikuttaneet my\u00f6s markkinoinnin koulutukseen, sill\u00e4 yliopistojen odotetaan kouluttavan markkinoinnin osaajia, jotka omaavat useita nykymaailmassa tarvittavia tietoja ja taitoja. Aiempien tutkimusten mukaan t\u00e4m\u00e4 ei kuitenkaan ole ollut helppoa: koulutuksen avulla opittu osaaminen ei vastaa k\u00e4yt\u00e4nn\u00f6n markkinointity\u00f6ss\u00e4 vaadittua osaamista. T\u00e4m\u00e4n tutkimuksen tavoitteena onkin kuvailla, millaisia tietoja, taitoja ja persoonallisuuspiirteit\u00e4 suomalaisilta markkinoijilta vaaditaan. Lis\u00e4ksi tutkimuksessa selvitet\u00e4\u00e4n vaikuttaako ty\u00f6n taso, ty\u00f6antajan yrityssektori tai ty\u00f6antajan yrityskoko markkinoijalta vaadittuihin osaamisiin. Lopuksi ty\u00f6nantajien vaatimia tietoja ja taitoja verrataan Jyv\u00e4skyl\u00e4n yliopiston markkinoinnin opintosuunnassa painotettuihin tietoihin ja taitoihin, jotta voidaan selvitt\u00e4\u00e4 vastaako koulutus k\u00e4yt\u00e4nt\u00f6\u00e4. Tutkimuksessa analysoitiin ty\u00f6paikkailmoituksia ja kurssikuvauksia teoriaohjaavan sis\u00e4ll\u00f6nanalyysin avulla. My\u00f6s SPSS-ohjelmaa hy\u00f6dynnettiin tulosten analysoinnissa. Tutkimuksen tulokset osoittavat, ett\u00e4 suomalaisilta markkinoijilta odotetaan erityisesti digitaalisen markkinoinnin tiet\u00e4myst\u00e4, kommunikointi- ja yhteisty\u00f6taitoja sek\u00e4 sosiaalisen median k\u00e4yt\u00f6n osaamista. Lis\u00e4ksi suomalaisten markkinoijien toivotaan olevan luovia, oma-aloitteisia ja itsen\u00e4isi\u00e4. Tulosten mukaan erityisesti ty\u00f6n tasolla on vaikutusta ty\u00f6nhakijoilta vaadittaviin tietoihin ja taitoihin. Lis\u00e4ksi tulosten perusteella voidaan p\u00e4\u00e4tell\u00e4, ett\u00e4 Jyv\u00e4skyl\u00e4n yliopiston markkinoinnin koulutus ei vastaa t\u00e4ysin ty\u00f6nantajien vaatimuksiin ja esimerkiksi metataitojen ja teknisten taitojen kehitt\u00e4mist\u00e4 ei ole priorisoitu koulutuksessa tarpeeksi. Markkinoinnin koulutusta olisikin syyt\u00e4 kehitt\u00e4\u00e4 vastaamaan paremmin ty\u00f6maailmaa, jotta markkinoinnin oppiaineesta valmistuvien ty\u00f6llistyminen helpottuu.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Companies are increasingly seeking marketing professionals who know how to run digital marketing campaigns and how to use various digital tools. In the constantly changing work environment, the importance of meta-skills has also increased. These changes in marketing practice have affected marketing education as universities are expected to prepare \u201cwork-ready\u201d graduates, who have a wide variety of knowledge and skills needed in today\u2019s world. However, according to previous studies, this has not been easy as there is a gap between education and practice. This study aims to describe what kind of knowledge, skills and personal attributes are required for Finnish marketing professionals. In addition, the study examines whether the job level of the marketing position, the business sector of the employer company or the business size of the employer company affects the knowledge, skills and attributes requested from a marketer. Finally, the knowledge, skills and personal attributes required by employers are compared to the knowledge, skills and personal attributes emphasized in the marketing programme at the University of Jyv\u00e4skyl\u00e4 to find out whether there are gaps between education and practice. The data of the study consist of job advertisements and course descriptions. The data was analysed using theory-driven content analysis. In addition, SPSS software was used to analyse the results. The results of the study show that Finnish marketing professionals are expected to have knowledge of digital marketing, communication and collaboration skills, and the ability to use social media. In addition, Finnish marketers should be creative, proactive and independent. According to the results, in particular, the job level of the marketing position affects the knowledge and skills sought from job applicants. Lastly, the results show that marketing education at the University of Jyv\u00e4skyl\u00e4 does not fully meet the demands of employers: for instance, the development of meta-skills and technical skills have not been prioritized enough in marketing education. Therefore, marketing education should be further developed to make the employment of marketing graduates easier.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-12-02T06:28:50Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-12-02T06:28:50Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "76", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "marketing knowledge", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "meta-skills", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "technical skills", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "personal attributes", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinoinnin koulutus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointitiedot", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "metataidot", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "tekniset taidot", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "persoonallisuuspiirteet", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The essential knowledge, skills and personal attributes of the 2020s marketing professional", "language": "", 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"dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", 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