Keywords
management
marketing
How to Cite
Abstract
The main objective of this systematic literature review (SLR) is to explore upskilling and training strategies for marketing professionals in relation to tools, techniques, and knowledge for the moving marketing background in the context of the MSI (Marketing Science Institute) research priority on education. This SLR used Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) and Systematic Reviews in Management (SyReMa) as guidelines for the report. Sources of information used to identify studies: Scopus and Web of Science (WoS). The number of studies included was 17. The relevant characteristics of the studies are below. The count of authors of the reports is 47. The publication period begins in 1994 and ends in 2024; the average is 1.5 reports per year. In relation to the research design, the results are as follows: quantitative, 52.9%; qualitative, 29.4%; and mixed, 17.6%. In terms of territory/country, the count of report locations is 22 distributed across 10 countries. The following categories were used for the synthesis: change requirements, professional training, and new technologies. The implications of the results for practice are related to the risk of marketing professionals' training becoming outdated amid changes in the environment and new requirements in the field of work. The manuscript is original in being based on the research priorities of the MSI. The study presents an SLR in combination with PRISMA and SyReMa as guidelines.
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