EMPLOYEES’ COMPETENCIES DEVELOPMENT DEPENDING ON THE IMPLEMENTATION OF NEW FORMS OF MARKETING COMMUNICATION
EMPLOYEES’ COMPETENCIES DEVELOPMENT DEPENDING ON THE IMPLEMENTATION OF NEW FORMS OF MARKETING COMMUNICATION

Author(s): Lukáš Smerek
Subject(s): Business Economy / Management, Marketing / Advertising, Human Resources in Economy
Published by: Masarykova univerzita nakladatelství
Keywords: marketing communication; human resources; competencies; development; Slovak enterprises;
Summary/Abstract: Marketing, just like other enterprise processes, evolve over time. We have witnessed the establishment of new marketing tools and approaches in all aspects of the marketing mix in recent years, including marketing communication. The article examines the need for the employees’ competencies development in case the enterprise decides to implement new forms of marketing communication. The employees’ competencies development is the subject of research, while selected Slovak enterprises are the object of research. The research is based on a questionnaire survey divided into two sections. The first one identifies enterprises that use some of the new forms of marketing communication. Only those enterprises then answer the questions about the needs for employees’ competencies development. The main contribution of this paper is to highlight the need for human resources development in the implementation of new marketing approaches and identification of specific areas where human resources need to keep up with modern trends.

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