Construction of Competency Model of Digital Marketing Talents

Jing Wang

Abstract


Recently, affected by the development of COVID-19, big data, artificial intelligence, and digital twin technology, digital transformation has become a hot spot. In this context, traditional marketing should also transition to digital marketing. Philip Kotler, the father of marketing, said at the 2019 Kotler Future Marketing Summit, "If a company does not turn to digital marketing, it is making mistakes." So, in the context of digitalization, what kind of competencies should marketers have to promote corporate marketing transformation? From the point of view that the essence of digital marketing business is connection proposed by Yuan Jun, CEO of Huxiao digital business school, this paper introduces four of the five Certification Evaluation Dimensions proposed by Ali mother in the model development of business digital marketing talents: "basic quality", "professional knowledge", "business skills", "willingness and attitude", and then use the literature research method to build a digital marketing talent competency model .

Keywords


Digital marketing; Competency model

Full Text:

PDF

References


https://mp.weixin.qq.com/s/p_lZQMXHoD20fKGoOOLSPw.

https://www.weiyangx.com/355002.html.

McClelland D C.Testing for competence rather than for “intelligence”[J].American Psychologist,1973,28(1):1-14.

Competencies at work:models for superior performance.Spencer JrL M,Spencer S M.1993.

Mayer, David, Greenberg, et al. WHAT MAKES A GOODSALESMAN.[J]. Harvard Business Review, 2006, 84(7/8):164-171.

Herb Greenberg. Sales Human Resource Management [M]. EnterpriseManagement Press, 2002.

Xiang Qin. The competency model of marketing personnel and itsapplication in recruitment [D]. Wuhan University of Technology,2008.

Hou Jin (2012). The Construction of the Quality and CapabilityModel of Marketing Professionals in Higher Vocational Education[J]. Education and Vocation, 2012, 000(032):121-122.

Zhou Tisong. Research on Competency Model of A Company’sGroup Insurance Salesperson[D]. Nanjing University, 2016.

https://www.hbrchina.org/2014-07-08/2145.html.

https://mp.weixin.qq.com/s/3vUoqDEq9JSB81FwVoRAPA.

Li Chenhui. Research on Digital Marketing Methods and Practiceof University Library [J]. Henan Library Science, 2013,000(012): 39-41.

https://mp.weixin.qq.com/s/p_lZQMXHoD20fKGoOOLSPw.




DOI: https://doi.org/10.36012/ems.v2i3.3371

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Jing Wang

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.