What skills and competencies are required of marketing graduates in the Spanish business-to-business sector? A content analysis of listings on online job portals

Objective. The new scenarios arising from globalisation and the development of information and communication technologies have obliged marketing to adapt to a more complex, ever-changing and highly uncertain environment. That adaptation has, in turn, made it necessary to review the conditions of engagement of professionals in the sector. Thus, the aim of this study is to identify the skills required in business-to-business (B2B) job vacancies for marketing graduates at national and international companies based in Spain, with international links and, therefore, forming part of the globalised market. Methodology. Employing the desktop research technique, an analysis was performed on the listings posted on the leading job portals in Spain. Following this, a content analysis was conducted on the data collected from the listings, quantifying and classifying the job requirements appearing in them. Results. The importance of social media in relation to technical skills, the relevance of a good proficiency in English as regards meta-skills, the requirement of digital marketing knowledge and expertise with respect to conceptual marketing knowledge, and a strong correlation between the experience and salary variables were observed. Limitations. There is scant specific literature on marketing job requirements in the B2B sector. Practical implications. This study is particularly valuable insofar as it provides universities, business schools and higher education centres knowledge of the latest marketing skills and competencies required in the B2B sector.