Introduction: This article presents the results of the research project “Trends in the Colombian labor market for marketing and advertising professionals,” which sought to identify the job opportunities for marketing and advertising professionals.
Methodology: The study is descriptive and lists the competencies, positions, and functions according to the needs—as well as advances in science, technology, and development relevant to these disciplines. It began by describing the profiles of graduates of 28 academic programs in marketing, advertising, and related areas who are members of the Association of Marketing Programs; it additionally described the requirements of professionals from 136 companies in five cities in Colombia.
Results: It was found that a marketing and advertising professional must be prepared to manage projects with a broad business vision in line with the marketing trends, economic changes, and free trade agreements that guide the local market, using a variety of brand positioning and product development strategies.
Conclusions: It concluded that the curricular design of the programs offered in Colombia is very close to the labor trends demanded by the business sector, thus meeting the training expectations of the country’s economic sectors
Keywords:
competition, labor, marketing, professionals, advertising, trends