Marketing Manager’s Academic Skills: Adidas®

| May 19, 2014

Marketing managers play an important role in the apparel industry. They publicize companies, products, new trends in fashion, organize ads, promote sales, publicize special events and act as messengers (Vogt & Wojak 2007). The course of this paper is to identify the key academic skills required of a retail-marketing manager for Adidas® and to highlight key personal academic skills, strengths and weaknesses using self-assessment tools.

Adidas® is a global leader in the manufacture of sportswear. The consumer is at the centre of all Adidas® products and thus quality, feelings, image, value and looks ensure customer appeal. Adidas® is an innovator and a design leader globally (Adidas Group 2011). Adidas® on 26 October 2011 advertised a ‘retail marketing manager’ position. The position holder is expected to give life to the Adidas® brand, promote sales by providing merchandising and retail expertise to the marketing team as well as deliver retailing programs (Adidas Group 2011).

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