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Wydział Zarządzania

Uniwersytetu Łódzkiego
Professional Skills Development

Marketing career path development plan

Team members:
1. Paulina Tulman
2. Ruxandra Preda
3. Agata Kornatowska

Łódź, 07.01.2014

1. Executive summary
Our team prepared a development plan for a specific career path. We decided to choose marketing
field and focus on matters related to it. We started from description of selected path by us where we
presented the characteristics of marketing area. That means, we indicated possible marketing job
positions with a proper specification of required duties. What is interesting, if you decide to work on
yourself with respect to the marketing, you will surely have a wide selection of job opportunities.
Then, you may apply for various sectors for example: advertising, public relations, sales , promotion
or market researches. Unfortunately, in this part if the project we are not able to provide you with a
full description of indicated positions. But if you are interested, read carefully about other important
issues which are pros and cons of marketing career. Have a look what may you surprise both
positively and negatively. If you go through this stage, then you will find out what potential employer
will require from you, what knowledge you need, what materials you can study to have a proper
knowledge. Finally, get to know well educated people who will help you on your way to marketing
career path.
We created self-development for you and for ourselves in order to evaluate situation in which we are
now and take an action and follow the rules and steps we indicated in the report to succeed in
marketing field. Our project will help you to prepare yourself for these professions and makes it easier
for you to implement all the stages to your life plan.

sweepstakes and contests.  At smaller companies. through press releases. Description of the career path The marketing field covers a broad range of career paths from the creative to analitycal. marketing specialists handle that task. in which you would be responsible for the success of a brand in a competitive marketplace.  At the entry level. press coordination and events. These entry-level marketing career paths may lead to a job in product or brand management. special events.2. and they also provide promotional copy and package design and help with marketing strategy.  Promotions managers direct and plan programs by using direct mail. Experienced marketing professionals often start their own businesses or go into senior positions at companies or marketing firms. . people in marketing engage in a wide variety of job duties. who manage accounts but do not participate in the creative and media output angles of a campaign. Internet advertising. The marketing field is demanding and competitive.  Brand managers are responsible for creating and instituting brand assets for a company or product. social media and endorsements to increase sales and profits.  Public relations assistants help relate a company's goals to the public.  Public relations managers are responsible for maintaining a positive public image for their client base and generate press releases and programs to promote that image. the information-gathering arm of marketing. as well as develop pricing strategies to help maximize market share. Depending on chosen career path. Here are some common types of top marketing managers:  Advertising managers create interest for products and services and work with sales staff to design advertising campaigns for clients. but offers great rewards for those with talent and the drive to excel. and account executives. who oversee how a campaign will reach customers through the use of various types of media. you find media buyers responsible for purchasing advertising time and materials. research. Or you may decide to go into market research. store displays. They also prepare the budgets for these campaigns.  Marketing managers estimate the demand for a product and identify markets in which the product will best thrive and prosper. There are two types of specialized advertising managers: media directors.

we get a ticket for plane or a bus to get there and hotel will be for free. Additionally. large companies with big capital offer a wide range of prizes and bonuses. working as a marketing person is interesting because it constantly remains social interactions. brand manager and market research analysts. promotion manager. Thirdly. prepaid cards for some shops or restuarants. 3. At the end of meetings there are usually parties where co-workers can rest after their work and spend time on entertainment. Not only do the marketers earn a lot but they also have stability at work because small and large companies will always need a person in charge with marketing skills. marketing jobs give us opportunity to make business travels where we go on conferences and other meeting which are generally sponsored by the company.  Market research analysts study market conditions to explore the potential sales of a product or service and estimate its profitability. It means. For example. What is more. Secondly. gather data about who will buy a product and at what price. marketing job is provides high salaries in the long term when you become a manager. public relations manager. The better position and worker’s performance the bigger benefits from the employer we are able to get. sales manager. owe can get business car. Sales managers direct sales force and set goals and enforce profit projections for the team and for the organization. Fourthly. inside our company marketers rather work in teams than on their own. We meet new clients and maintain good relationships with the older customers and thanks to the human interaction our work is more pleasant. As we described in the previous point they can choose their position as an advertising manager. Attractiveness Our assessment of marketing career path: Pros: Marketing path is an area where potential applicants have many possibilities of jobs. that co-workers can discuss the common issues and help each other when they need it. marketing manager. private healthcare . . Finally.

Fifthly. Those people who like staying at home with its family . Marketing job is recommended to energetic . being a marketing manager is not easy as it seems because marketing environment changes rapidly and we have to respond to these changes at one. . “The rat race”. Such job requires tight deadlines . we often feel time pressure which may be reasons of frustration and dissatisfaction. there is no good job without a proper knowledge. In this case we have to be very diligent. Finally. High-quality education is needed-in order to get a lucrative and interesting position we have to possess thorough knowledge and this means constant training and studying articles . books by itself. we cannot count on doing nothing and coming back home early. quick respond to customers and we have to stay extra hours at work if we want to be appreciated and granted in the long term. That is why.Cons: On the other hand. ambitious and it means we have to work hard and long hours “overtake” our competitors. We do have to prove proof that our skills are enough to come into existence in marketing Thirdly. to do that proper interaction must be maintained) Fourthly. Secondly. flexible. numerous travels were considered as pros but some people treat it as a disadvantage. interaction with people is not a simple task to do because working in marketing demands good communications skills ( for example in Sales are we have to understand needs of the customers. then marketing career is not a good idea since better positions requires mobility or removals. creative and charismatic people who deal with work overload.there is often a strong competition between the applicants and already existing employees in company.

We had to select information which were common for every advertisement. either formal requirements and required skills differ from each other. because depending on branch of business. All necessary information were found and put together by analyzing job advertisements. required skills and knowledge. Formal requirements for Marketing Manager: . Requirements In this point we want to present all formal requirements to become a Marketing Manager in the future as education needed.Summary of most important observations + _ •challenging career with scope of creativity and innovation in the field •it offers a rewarding career •the career growth is faster in it as compared to other specialisations as yiu can jump to senior managment roles with due promotions •organisations encourage abd offer bonuses and gifts for diligent workers •you can apply to different sectors to gain experience •t is a demading role and requires long hours •you need to be a fast learner all the time. A. You are responsible for progress of you development plan in order to overtake competitors and not to allow them to implement your ideas before you dosocially active •you need to constantly travel in order to meet new clients •you need to be socially active with postive attitiude to your customers 4.

are those which are directly connected with Marketing Manager position:  Marketing principles  Product design and pricing strategy  Marketing research  Sales management  Product knowledge. I. Sometimes language is needed to communicate within company where employees’ are from different countries. They differed depending on type of business. C. sales programs. for example.Higher education is needed to become a Marketing Manager. public relations is needed. may require a potential marketing manager to have an engineering degree. Some. Required knowledge Foreign languages confirmed by Certificates are important for multinational employers who need from marketing manager to contact business partner or clients from abroad. but additional higher education in Social Sciences (Sociology.  International marketing  Marketing of emerging technology . advertising. There are not any specifications according to additional Certificates. Required skills In every advertisement. Having an MBa Diploma in Marketing. there was a list of required skills. B. may require that marketing managers have the appropriate technical education. Psychology) is also highly appreciated by employers Many technical employers. such as electronics companies. The most important issue to become a Marketing Manager is experience. Public Relations or Communication is crucial to even start thinking about marketing career path. Depending on type of company the experience in retail or business-to-business. marketing sales. but in one of articles we have read. As mentioned in every job advertisement minimum 2 or 3 years of experience is needed. Career path-oriented skills specified in advertisements. This certificate is not obligatory but for sure it will prove our dedication and interest in Marketing field and give our future employer a sign we develop our skills and knowledge. we saw an information about The Marketing Institute (MII) which is the professional body for marketing in Ireland and offers a course of study that is accredited by the European Marketing Foundation.

The market environment changes very fast nowadays so we need to adjust to new conditions. The only way to do it.  Planning. Some general skills specified in advertisements.  Negotiation. check new solutions and treds by subscribing online sources like blogs or online magazines. Consumer behavior  Internet-based marketing  Promotions II. is to not stay at one place. A. It is not enough to finish studies in areas connected to Marketing.  Communication.  Managing time. Purple Cow: Transform Your Business by Being Remarkable by Seth Godin – great book describing what do the most recognizable companies like Starbucks or Apple have what others don’t. In our opinion. The plan of knowledge development To be competitive while looking for a job as a Marketing Manager. Eating the Big Fish by Adam Morgan – this book is worth reading because it contains over 25 interviews and case studies which can help Challengers (Beginners) to compete with brands which already established their position on the market . 5. we should constantly search for opportunities to develop our skills and knowledge. if we are interested in becoming a Marketing Manager we should think about additional courses to get a Participation Certificate and to prove our employer we are skilled in required areas. 2. What is more. and move further. we need to take full advantage of our studies. Read more books and articles.are additional skills which may be useful for a Marketing Manager. Author analysis and gives a clues what shall we do to become remarkable and more recognizable . List of Books we recommend to read 1. and try to percive them as a first step to become proffesional Marketing Manager.

Barbara Findlay Schenck – easy to understand book describing the idea of brand positioning and why it is so important for the company to use positioning in a right way that reflects a company's own strengths and weaknesses as well as those of its competitors. How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients by Jeffrey J. A Technique for Producing Ideas by James Webb Young – an advertising specialist gives many idea how to rise a level of creativity while working on advertising campaign. Permission Marketing by Seth Godin – this book is an introduction to completely new way of perceiving advertisements. Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort by Steven Van Yoder – this book presents ideas and clues how to prepare our own marketing plan and how to become more recognizable 8. Positioning: The Battle For Your Mind by Al Ries and Jack Trout – it’s a pill of knowledge about positioning . Brief 4. because books become outdated really fast while magazines are updated according to changes on the market. Fox – in this book the author shares with us his practical knowledge how to pursue and finally win and keep any client. 6. To become better and better we need to follow and check new trends and technology development. Author presents the new idea to make customers interested in advertising instead of treating it as something annoying and disturbing. Branding For Dummies by Bill Chiaravalle. 1. Media&Marketing Polska 5. http://o-m. 9. Authors show evolutionary approach of creating a "position" in a prospective customer's mind . 4. Modern Marketing . The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell – this position shows the social and marketing behavior “A Tipping Point” which tells about how fast nowadays one idea or trend can spread around the world and how to become a pioneer. List of Magazines we recommend to subscribe All magazines specified below are worth subscribing. How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman – this book is based on cognitive sciences like psychology and sociology.3. He gives tips how rise above the competition in any company in any field. . 5. The author wants to present his ideas how marketing is connected with areas mentioned above and how to use them to find new solutions before competitors 10.internet magazine 2. Marketer + 3.

com/ 3.C. We have many websites and forums available. d. we can be sure the information found there are updated and fresh. http://heidicohen. where we can read but also share our experiences with others. Important Courses C. we decided to gather all courses from Business Management program and divide them into three categories: A. Analysis of study program In the table 4. It is also great opportunity to get new contacts or discuss with those who are professionals. http://econsultancy. List of Blogs/ Websites Using Internet is nowadays the best idea to check and analyze new trends. http://www. Once again. Non-important courses Essential courses Principles of Marketing Important courses Non-important courses Microeconomics Philosophy Understanding Business Principles of Accounting and Financial Accounting Marketing Research Methods Corporate Finance Sociology Human Resources Management Information Technology Foreign Language Quality Management Project Management Virtual Organizations Finance Information Systems for Management Business Legal Environment and Intellectual Property Protection Calculus for Business Business Strategy Fundamentals of Management Organization Theory . http://darmano. Essential Courses B. sometimes to get access we only need to create a free user account which gives us a possibility to get inside world of unlimited amount of information. 1.conversationagent. Next advantage is a price. Most of offered websites and blogs are free to use.

. Clearly. In Marketing. during this course we got all necessary information about what Marketing is all about. tells about advantages and disadvantages of certain approaches may become useful to prepare a unique Marketing or Brand Positioning Strategy for a company Project Management – excellent course about using Microsoft Project program. there are many situations when we work on projects and this IT tool is perfect to organize our co-workers responsibility. Marketing Research Methods – crucial course if we think about working as Marketing Manager showing how to do Marketing Research. In our opinion. Sociology – a course about people and their behavior. sociology is very helpful to understand customers purchase behavior and how to choose the best Marketing plan for our product/company Information Technology & Information Systems for Management – nowadays if we want to succeed we need to follow new trends and use IT. but also when comes to developing an advertisement. make detailed charts showing all important information like who is responsible for certain task. why it is important to check customers opinion and why we should take them into consideration while preparing a Marketing Plan. We want to present those which are essential for our Marketing Career Path: Principles of Marketing – introduction to Marketing. professional and productive workplace. Business Strategy – course. check the progress of our work.As we can see. how much each task cost and many more Employers looking to hire new employee look for specific skills and qualities in new workers in hopes of creating or maintaining an efficient. creating our product/company website or measuring our clients satisfaction by preparing on-line questionnaire. which presents different business strategies. when particular parts of the project will end. expectations and responsibilities of today’s marketing managers differ greatly from those of just a decade ago. it’s no longer enough to issue press releases and update the company website. Some of the most important employee skills in the office or workplace are often rooted in how people work and communicate with one another and how research and planning is done in the workplace Technology has changed the face of marketing to such an extent that the job descriptions. Using IT is very helpful not only when talking about management (contacting with our co-workers) . which help us to make a plan for our team. many of courses offered by University may be useful if we think about being a Marketing Manager in the future.

Motivating. there are fundamental skills that never fall out of demand. video. Luckily.Managing one's own time and the time of others. Critical Thinking . Time Management .Understanding the implications of new information for both current and future problem-solving and decision-making. and directing people as they work. Social Perceptiveness . and not interrupting at inappropriate times. Speaking . Complex Problem Solving . they need to know how social media.Analyzing needs and product requirements to create a design. Management of Personnel Resources . or organizations to make improvements or take corrective action.Persuading others to change their minds or behavior. Operations Analysis . developing.Adjusting actions in relation to others' actions. Coordination .Being aware of others' reactions and understanding why they react as they do. conclusions or approaches to problems.Understanding written sentences and paragraphs in work related documents.Giving full attention to what other people are saying. Judgment and Decision Making . .Considering the relative costs and benefits of potential actions to choose the most appropriate one. Reading Comprehension . other individuals.Monitoring/Assessing performance of yourself. conversions and analytics work in the marketing mix. Active Learning .Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions. asking questions as appropriate. Importance Skills Active Listening . taking time to understand the points being made. Persuasion .Talking to others to convey information effectively.Using logic and reasoning to identify the strengths and weaknesses of alternative solutions.Today’s marketers need to stay on top of trends and technology. identifying the best people for the job. search. Monitoring .

Active listening involves listening with all senses. operations. However. nodding your head and smiling. Listening is the most fundamental component of interpersonal communication skills. Systems Analysis . relative to the goals of the system.Systems Evaluation . Active listening is a skill that can be acquired and developed with practice. active listening can be difficult to master and will. as its name suggests. this means trying not to take sides or form opinions.otherwise the speaker may conclude that what they are talking about is uninteresting to the listener.Actively looking for ways to help people. Mathematics .Determining how money will be spent to get the work done. actively listening. and the environment will affect outcomes. Service Orientation . it is important that the ‘active listener’ is also ‘seen’ to be listening .Teaching others how to do something.Using mathematics to solve problems. and accounting for these expenditures. Interest can be conveyed to the speaker by using both verbal and non-verbal messages such as maintaining eye contact. Instructing . Writing . Management of Financial Resources .Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things. especially .Identifying measures or indicators of system performance and the actions needed to improve or correct performance.Determining how a system should work and how changes in conditions.Communicating effectively in writing as appropriate for the needs of the audience. By providing this 'feedback' the person speaking will usually feel more at ease and therefore communicate more easily. listening is an active process in which a conscious decision is made to listen to and understand the messages of the speaker. That is fully concentrating on what is being said rather than just passively ‘hearing’ the message of the speaker. Listeners should remain neutral and non-judgmental. Learning Strategies . take time and patience. Negotiation . Listening is not something that just happens (that is hearing). As well as giving full attention to the speaker. therefore. 'Active listening' means. openly and honestly.Bringing others together and trying to reconcile differences. agreeing by saying ‘Yes’ or simply ‘Mmm hmm’ to encourage them to continue.

especially for more shy speakers – gauge how much eye contact is appropriate for any given situation. in other words people who are listening are more likely to display at least some of these signs. Combine eye contact with smiles and other non-verbal messages to encourage the speaker. therefore.early in the conversation. be given adequate time for that. not automatic reflection of expressions) can be a sign of inattention. Eye Contact It is normal and usually encouraging for the listener to look at the speaker. Active listening not only means focusing fully on the speaker but also actively showing verbal and non-verbal signs of listening. Appropriate responses to listening can be both verbal and non-verbal. Posture Posture can tell a lot about the sender and receiver in interpersonal interactions. Distraction The active listener will not be distracted and therefore will refrain from fidgeting. doodling. Other signs of active listening may include a slight slant of the head or resting the head on one hand. playing with their hair or picking their fingernails. Signs of Active Listening Non-Verbal Signs of Attentive or Active Listening This is a generic list of non-verbal signs of listening. Mirroring Automatic reflection/mirroring of any facial expressions used by the speaker can be a sign of attentive listening. Active listening is also about patience . Eye contact can however be intimidating. Listeners should not be tempted to jump in with questions or comments every time there are a few seconds of silence. . they should.e. Generally speakers want listeners to demonstrate ‘active listening’ by responding appropriately to what they are saying.pauses and short periods of silence should be accepted. Combined with nods of the head. However these signs may not be appropriate in all situations and across all cultures. looking at a clock or watch. Attempting to consciously mimic facial expressions (i. These reflective expressions can help to show sympathy and empathy in more emotional situations. The attentive listener tends to lean slightly forward or sideways whilst sitting. smiles can be powerful in affirming that messages are being listened to and understood. Smile Small smiles can be used to show that the listener is paying attention to what is being said or as a way of agreeing or being happy about the messages being received. Active listening involves giving the other person time to explore their thoughts and feelings.

it is typically of a higher order intellectually. it is often manifested in the skillful manipulation of ideas in service of one’s own. the quality and depth of experience in a given domain of thinking or with respect to a particular class of questions. breadth. sound evidence. and frame of reference. reasoning leading to conclusions. moral thinking. It is thus to be contrasted with: 1) the mere acquisition and retention of information alone. economic thinking. issues. or one's groups’. and fairness. however pragmatically successful it might be. and 2) the habit. subject to such-and-such tendencies towards self-delusion. mathematical thinking. and purposes — is incorporated in a family of interwoven modes of thinking. objections from alternative viewpoints. because it involves the continual use of them. among them: scientific thinking. As such it is typically intellectually flawed. precision. In its exemplary form. When grounded in selfish motives. of using those skills to guide behavior. implications and consequences. observation. relevance. among other things. Critical thinking of any kind is never universal in any individual. it is based on universal intellectual values that transcend subject matter divisions: clarity. depth. For this reason. No one is a critical thinker through-and-through.Critical thinking is the intellectually disciplined process of actively and skillfully conceptualizing. reflection. vested interest. or generated by. When grounded in fairmindedness and intellectual integrity. as a guide to belief and action. or question-at-issue. accuracy. because it involves a particular way in which information is sought and treated. the development of critical thinking skills and dispositions is a life-long endeavor. consistency. It entails the examination of those structures or elements of thought implicit in all reasoning: purpose. experience. problem. and 3) the mere use of those skills ("as an exercise") without acceptance of their results. Critical thinking can be seen as having two components: 1) a set of information and belief generating and processing skills. . synthesizing. concepts. reasoning. 2) the mere possession of a set of skills. though subject to the charge of "idealism" by those habituated to its selfish use. with such-and-such insights and blind spots. or communication. empirical grounding. anthropological thinking. historical thinking. Critical thinking — in being responsive to variable subject matter. good reasons. and/or evaluating information gathered from. Its quality is therefore typically a matter of degree and dependent on. Critical thinking varies according to the motivation underlying it. analyzing. but only to such-and-such a degree. assumptions. everyone is subject to episodes of undisciplined or irrational thought. applying. based on intellectual commitment. and philosophical thinking.

and sometimes undervalued art. . Decide what is negotiable. The key is to establish your preferred outcome. Select the best team. Once you've decided on your strategy it is essential that you getyour negotiating team right. not aselling exercise. and a few key principles will work no matter what you’re bartering over and for perfecting this crucial. Plan your strategy in writing and decide what approach you will adopt before beginning negotiations. payment terms.Ways to improve your negotiating skills Negotiation should be a discussion of how to achieve a mutually agreeable outcome.there is a lot more to negotiation than open-ended questioning and other sales tricks. by doing some basic research into a potential supplier. you can work out how valuable your custom is to them. Clarify your own objectives and make sure you understand what your opposite number wants from the deal. Do your research. Write down your negotiating strengths and how to get the concessions you require. Make sure it has skills in all the required areas and. use a specialist to negotiate in areas outside your expertise. Ask questions and listen closely to answers. Asking questions will help you understand what your opposite number wants to achieve. because if you're not prepared to compromise some negotiations won't last long. Open negotiations by outlining your requirements or terms and conditions and try to get your opposite number to reveal their starting point for discussions. volume or delivery dates. Consider ways of defending the weaker parts of your argument and negating the supplier's main strengths. Choose the right time and place for negotiation. Before you start to negotiate. set clear goals and work out where you will draw the line and walk away from the deal. You may be able to get them to reveal how flexible they are on certain issues. Excellent preparation and a logical approach can help you get the deal you want. Ideally select a time and place where you are not under pressure to close the deal. Outline your requirements. Be clear about the type of deal you want. draw up a list of factors that are most important to you. where necessary. Decide what you are (and aren't) prepared to compromise on. For example. Almost every aspect of the business landscape is negotiable. but remain realistic. Key factors might include price.

Members come from a variety of college majors not necessarily from an area related to economic or commercial sciences . Objectives meaninigful people / places to contact Faculty of Management University of Łódź Marketing Department lecturers dr Małgorzta Grzegorczyk dr Dariusz Trzmielak Marketing Department Marketing Department students research circle AIESEC marketing trainings MarkeTeam practical marketing skills AIESEC is an international not-for profit organization that provides students with leadership training and internship opportunities at for-profit and non-profit organizations. In our opinion. You should also avoid appearing too keen to do a deal. clarify that you've understood it correctly and write it down. Concessions should only be made to help you get the things you value. we should take full advantage of being a student and use our study period in a right way to develop our contacts with people who have an experience or who are willing to help us to become more skilled. Be aware of negotiating tactics. they might be playing games. Contacts developing plan In this section we wanted to present our contacts developing plan. 7. such as false deadlines. Don't be fooled or forced into making rushed decisions or unnecessary concessions. If the other party keeps referring to urgent deadlines or a person they need to confer with.Don't reveal your negotiating position and avoid making unnecessary concessions. If you have to make concessions . You need to be aware of common negotiating tactics. Each time a point is agreed.look for reciprocation. Consider what offer the other party in the negotiations is likely to make and how you'll respond.

share the fresh look and energy of the organizations for which we work consulting and research. by the way we improve the soft skills . but still open . People like dr Trzmielak who is experienced in Marketing field. organization of work. We. in turn.000 members in 124 countries and territories. It’s always better to use somebody else knowledge and experience to develop ourselves. All activities MarkeTEAM-in is dictated by the desire to broaden the theoretical and practical knowledge about marketing. the AIESEC network includes over 86. We should attend office hours and ask as many questions as possible. These actions not only gain knowledge and practical skills related to marketing. That's why we meet with people who have achieved success in this field and are happy to share their knowledge. not necessarily in a typical academic.As of September 2013. To continuously develop organize workshops perfecting practical skills (eg workshop presentation) and events of an entertainment-education (eg city game marketing challenge or show product placement). their time. It is the largest student run organization in the world. Shared passion and goals and the time we spend together makes creating a unique. conducted many Marketing Researches and took part in many projects is valuable source of knowledge for unexperienced students.including the ability to work in a group. . Another opportunity for us is to get contact with our tutors.both new people and challenges.

html http://jobview.References Book descriptions: http://jobview.UswnotJdWzk http://career-advice.aspx?job_id=727 Contact development plan: http://marketeam.aspx Job requirements and skills: University Alliance Five Essential Skills for the Future Marketing Manager Skills development plan: .aspx Job advertisements: http://jobview.GBL?css=vztmpl&Job OpeningID=337484&PostingSeq=1&bid=326&

html http://targetjobs. 2nd edition (January Publisher: Kogan Page.html http://worklifenow.html Description of path Peter Cheverton Key Marketing 2004) Attractiveness of the path http://diplomaguide.aspx http://www.blogspot.