UNIT 2

• Personality (in marketing)


  The unique traits, characteristics, and behaviors that define an individual
• Psychology (in marketing)


  The study of human behavior and mental processes
• Soft skills valuable in marketing

  • Communication
  • Teamwork
  • Problem-solving
• Job skills in marketing

  • Market research
  • Branding
  • Advertising
  • Digital marketing
  • Sales
• Experience in marketing


  Practical knowledge gained through working in the field
• Goal orientation


  Setting clear objectives and taking steps to achieve them
• Personal development in marketing

  A holistic approach to self-improvement that involves continuous learning, goal setting, practical experience, networking, and reflection
• Personal development in marketing is a multifaceted concept that involves continuously refining and enhancing various aspects of oneself to excel in the marketing profession
• Personal development in marketing is a proactive approach to self-improvement, driven by the recognition that the demands of the marketing industry are constantly evolving
• By actively investing in their personal development, marketers can enhance their professional capabilities, achieve their career objectives, and thrive in the dynamic and competitive world of marketing
• Importance of personal development in marketing

  • Adaptation to changes
  • Competitive advantage
  • Professional growth
  • Enhanced problem-solving skills
  • Improved communication and relationship building
  • Increased resilience and adaptability
  • Enhanced leadership abilities
  • Alignment with industry trends and best practices
• Steps in personal development with respect to marketing

  1. Identifying areas for improvement

  2. Setting specific goals

  3. Seeking out relevant training and education opportunities

  4. Gaining hands-on experience

  5. Seeking mentorship

  6. Regularly evaluating progress
• Steps in establishing personal competitive sense

  • Understanding the competitive landscape
  • Analyzing strengths and weaknesses
  • Identifying unique selling proposition (USP)
  • Monitoring competitor strategies
  • Benchmarking performance
  • Adapting to market changes
  • Continuous improvement
  • Emphasizing customer value
• Marketing goal orientation


  1. Setting SMART goals

  2. Developing strategies

  3. Allocating resources

  4. Implementing tactics

  5. Monitoring and measurement

  6. Adjusting strategies

  7. Continuous improvement

  8. Alignment with organizational goals
• There are four main styles of leadership: autocratic, democratic, laissez-faire, and transformational.
• Leaders must be able to adapt their leadership style based on the situation they are facing.
• The first step to becoming an effective leader is understanding your own personality.
• Laissez-faire leaders give employees freedom to work independently and only intervene when necessary.
• Autocratic leaders make all decisions themselves without input from others.
• Democratic leaders involve team members in decision making but still have final say.
• Transformational leaders inspire and motivate followers towards achieving shared objectives.
• Transactional leaders focus on exchanging rewards for performance and maintaining stability.
• Servant leadership involves putting the needs of others ahead of one's own, empowering them, and helping them grow.
• A laissez-faire style allows more independence while an authoritarian style requires strict adherence to rules.
• Transformational leaders are visionaries who inspire and motivate followers towards achieving shared objectives.
• Bureaucratic leaders follow established procedures and policies strictly.
• Autocratic leaders make all decisions themselves with little input from their subordinates.