The marketing landscape has changed significantly in the past few years with the shift mainly driven by new technology. A career in marketing offers many exciting opportunities for those willing to take it seriously and keep themselves abreast of the latest developments in such a fast-changing profession.

Customer centricity means putting the customer at the heart of the organisation. It is about understanding the needs of the customer and generating loyalty. Strategic vision & planning and strong commercial acumen are key skills that anyone wishing to work in customer centricity will need to master.

Marketing Communications is not just advertising, it encompasses every touch you have with your customers, including public relations, community involvement, trade shows, promotions as well as online efforts. Balancing an analytical business approach with creative flair is essential for professional advancement in marketing communications.

The role of the research department is to help other departments solve issues they don't know how to resolve. It's about providing insight into a specific issue and delivering actionable recommendations that can be used to solve the issue. The ability to tell a story with numbers and display data in a visual way is an essential skill for anyone wishing to work in research.

Digital marketing is about so much more than just launching a website. It's about embracing new technologies and integrating new techniques with the more traditional approaches to effectively market your company to the right audience. A career in digital marketing is not for everybody! You have to be sharp and on the ball. Love online interaction and be quick with the ideas and plans.

The Market Planning department is the "voice of the consumer" within the Marketing function. The role of this team is to observe the consumer's behavior and steer marketing activities in the right direction. Having an inquisitive nature is one of the main requirements in this profession as well as an ability to identify opportunities for growth. The last part of this interview focuses on the transformation of the 'Alcoholic Drinks' industry.

The Communications function is responsible for protecting the company's reputation and for supporting the business. The ability to analyze problems and come up with options is critical. Having the right interpersonal skills and the ability to influence and persuade is also essential for this profession. The last part of the interview focuses on the future growth and development of the aerospace industry.

The way in which Brand Management is defined can vary from company to company. Most organizations will have a department that is responsible for the creation of all communications materials (TV commercials, radio advertisements, digital websites, promotional activities, etc.). It is a function that impacts directly the way the company is seen by consumers. Having a positive - "can do" - attitude is critical as well as an ability to work hard in a very u...

Being successful in Marketing is not just about creativity; a successful career in Marketing is driven by a whole combination of skills including the ability to understand customers, plan campaigns and make the most of available resources. Find out how to start a career in Marketing and discover the 'addictive' elements of the airline industry.

The Public Relations (PR) department is responsible for defining and managing the public profile of the organization. Find out from Paul Fox - Head of PR at Microsoft Xbox - what skills you need to succeed in this role and how you can stand out from other candidates. Finally, find out more about the the unique elements of the "home-entertainment" industry.