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Source: Journal Citation ReportsTM from ClarivateTM 2022

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2022) 1.7
Journal Citation IndicatorTM (2022) 0.42
Received: 2023-08-01  |  Accepted: 2023-10-09  |  Published: 2023-12-30

Title

Building a career in marketing communication in a sustainable development era: which key competencies are required?


Abstract

The paper focuses on identifying which key competencies the higher educated graduates need to succeed at entry-level jobs in the field of marketing communication in the current sustainable development marketing approaches era and create a competency model for such jobs. The resulting competency model, based on data collected from 194 SMEs operating in the Czech Republic, defines an optimal set of the six most critical key competencies as well as the expected behavior that a competent higher educated graduate should possess to be successfully hired for different marketing communication-related jobs and be able to perform work tasks well. The proposed competency model can bring more transparency to the selection process for both recruiters and job candidates by establishing standards for desirable key competencies in such marketing positions.


Keywords

competency model, marketing communication, reputation, graduates


JEL classifications

M31 , O15 , I25 , D83


URI

http://jssidoi.org/jesi/article/1123


DOI


Pages

10-22


Funding

This article is one of the partial outputs of the currently solved research project IVSUPS2305. This research was funded by the Institute of Technology and Business in České Budějovice, grant number IVSUPS2305.

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Dušek, Radim
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

11


Number

2


Issue date

December 2023


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 679  |  PDF downloads: 279

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