What abilities are advertising and marketing and communication corporations searching for?

What are the key lessons to be learned from your 2nd Observatory of Marketing and Communication Professions?

“What comes out of this barometer is skills required by companies during this health crisis. Among them we can list and flexibilityyesinitiativethe ability to integrate into a teamyesinnovation i creativity, which are largely developed by our students during group work or in project mode. It is important that teaching is adapted and kept to the needs of companies in the sector. We are working in this direction with two other schools of the IONIS group, of which we are a part.

Within ISEG, students will be able to acquire, for example, technical skills in marketing and communication. But also IT expertise and another in design, within our two dedicated schools: Epitech and e-artsup.

Interdisciplinarity is important: from this perspective, students from our different schools work together on projects. And when students from different fields think together, it leads to great projects! I can cite as an example “Project Week” each year. Recently, a thousand students from our various schools in France worked on the challenge proposed by Meetic. In the past, our students could work on cases from companies such as Mugler, Nike, etc. Students practice on real problems posed by companies and this gives them additional skills. This is an advantage for future graduates. »

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What profiles and skills are companies in this sector looking for?

“The marketing and communications companies they hire look first qualities of the candidate such as their sense of innovation, their creativity, their ability to open up to new areas, their agility … You need to be able to move quickly from one topic to another.

The crisis is also good. This has brought acceleration in many areas, especially in digital. Moreover, it obliged each of us, especially students who attended distance learning courses, to acquire new methods of work. Most students also managed to adapt and progress in this area. When we use the term “academic”, we too often think of the traditional theoretical aspect, but we must not forget what is called “advanced skills”. They include all the knowledge and skills related to digital development that are being developed. These skills are mostly learned in school. You can’t study all the time alone at the computer! »

© Bongkarn Thanyakij

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