We are happy to share with you key results of the second edition of our research project Sectoral Human Capital Study II (SHCS II, polish: BBKL II) in the Marketing Communications (MC) Sector. The aim of BBKL II is to increase awareness of current and future demand for competencies in chosen sectors of the Polish economy. In this brochure you will find data on: characteristics MC sector, trends as well as factors with a strong impact on sector, challenges, scenarios of the sector’s future, lots of various information concerning employment and new job positions. There is also an important section on a balance of competences where we tried to show employers’ and employees’ perspectives focusing on each of key positions.
The research project in the Marketing Communications Sector combines two editions, each of them includes a broad range of qualitative methods (including Delphi with 40 respondents) as well as a quantitative survey on a representative sample of more than 800 employers and more than 800 employees holding key job positions. The second edition was conducted from April 2022 to June 2023.
More information on the results of Sectoral Human Capital Study II (SHCS II, polish: BBKL II) in the Marketing Communications Sector is available in the Report (in Polish): link.
What the publication contains
About the study
Research methods
About the sector
Sector “boom” in 2021
Trends in the sector
The impact of the pandemic and the war in Ukraine on companies operating in the sector
Challenges for companies
“Marketing communication 2030” – development scenarios
Key business processes and key positions in the industry
Job demand among employers looking to hire
Changes expected in the level of employment in the next two and five years
New positions in the sector
Assessing staff competencies
Competency development from an employee perspective
Reasons for participating in different forms of training
Balance of competencies (for each key position)
Competencies of the future
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