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Autorzy: Praca zbiorowa

Sectoral Human Capital Study II Marketing Communications Sector

Rodzaj publikacji: Report

Rok wydania: 2023

Język: EN , PL

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We are happy to share with you key results of the second edition of our research project Sectoral Human Capital Study II (SHCS II, polish: BBKL II) in the Marketing Communications (MC) Sector. The aim of BBKL II is to increase awareness of current and future demand for competencies in chosen sectors of the Polish economy. In this brochure you will find data on: characteristics MC sector, trends as well as factors with a strong impact on sector, challenges, scenarios of the sector’s future, lots of various information concerning employment and new job positions. There is also an important section on a balance of competences where we tried to show employers’ and employees’ perspectives focusing on each of key positions.

The research project in the Marketing Communications Sector combines two editions, each of them includes a broad range of qualitative methods (including Delphi with 40 respondents) as well as a quantitative survey on a representative sample of more than 800 employers and more than 800 employees holding key job positions. The second edition was conducted from April 2022 to June 2023.

More information on the results of Sectoral Human Capital Study II (SHCS II, polish: BBKL II) in the Marketing Communications Sector is available in the Report (in Polish): link

Spis treści

About the study

Research methods

About the sector

Sector “boom” in 2021

Trends in the sector

The impact of the pandemic and the war in Ukraine on companies operating in the sector

Challenges for companies

“Marketing communication 2030” – development scenarios

Key business processes and key positions in the industry

Job demand among employers looking to hire

Changes expected in the level of employment in the next two and five years

New positions in the sector

Assessing staff competencies

Competency development from an employee perspective

Reasons for participating in different forms of training

Balance of competencies (for each key position)

Competencies of the future

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