Araştırma Makalesi
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Exploring Desired Marketing Skills in Job Postings with Topic Modeling Analysis

Yıl 2023, Cilt: 8 Sayı: "Cumhuriyet'in 100. Yılında Türkiye'nin Sosyo-Ekonomisi" Özel Sayısı, 167 - 181, 29.10.2023
https://doi.org/10.25204/iktisad.1345181

Öz

In this research, based on the advertisements of “marketing staff” and “marketing supervisor”, which requirements come to the fore in the recruitment processes for the marketing function are examined. It is intended to understand the general nature of these requirements and what they mean for job seekers and employers. In the study, a data set was created by using the data of 409 postings collected for the relevant titles from the preferred online job posting site. This data set has been analyzed in R programming language with Topic Modeling Analysis and Latent Dirichlet Allocation (LDA) method. As a result of the analysis, the requirements in the relevant job postings; It has been seen that it is distributed around four basic topics: “technical and social skills”, “experience and expertise”, “academic and applied competencies” and “individual talents and skills”. The words “MS Office”, “communication”, “skill” and “talent” have become prominent concepts in the marketing recruitment process. These results are important in determining which skills employers value most in the recruitment process and which skills and requirements job seekers should focus on.

Kaynakça

  • Baniya, R., Dogru-Dastan, H. ve Thapa, B. (2021). Visitors’ experience at Angkor Wat, Cambodia: Evidence from sentiment and topic analysis. Journal of Heritage Tourism, 16(6), 632-645. https://doi.org/10.1080/1743873X.2020.1833892
  • Banks, G. C., Woznyj, H. M., Wesslen, R. S. ve Ross, R. L. (2018). A review of best practice recommendations for text analysis in R (and a user-friendly app). Journal of Business and Psychology, 33, 445-459. https://doi.org/10.1007/s10869-017-9528-3
  • Barr, F. T. ve McNeilly, K. M. (2002). The value of students’ classroom experiences from the eyes of the recruiter: Information, implications, and recommendations for marketing educators. Journal of Marketing Education, 24(2), 168-173. https://doi.org/10.1177/0273475302242010
  • Blei, D. M. ve Lafferty, J. D. (2006, Haziran). Dynamic topic models. In Proceedings of the 23rd international conference on machine learning içinde (s.113-120). https://doi.org/10.1145/1143844.1143859
  • Blei, D. M., Ng, A. Y. ve Jordan, M. I. (2003). Latent dirichlet allocation. Journal of Machine Learning Research, 3(Jan), 993-1022.
  • Blei, D. ve Lafferty, J. (2005). Correlated topic models. In Advances in Neural Information Processing Systems (NIPS), 18, 1-8.
  • Casner-Lotto, J. ve Barrington, L. (2006). Are they really ready to work? Employers’ perspectives on the basic knowledge and applied skills of new entrants to the 21st century US workforce. Partnership for 21st Century Skills. 1 Massachusetts Avenue NW Suite 700, Washington, DC 20001.
  • Chunmian, G. E., Haoyue, S. H. I., Jiang, J. ve Xiaoying, X. U. (2022). Investigating the demand for blockchain talents in the recruitment market: Evidence from topic modeling analysis on job postings. Information & Management, 59(7), 103513, 1-17. https://doi.org/10.1016/j.im.2021.103513
  • Davis, R., Misra, S. ve Van Auken, S. (2002). A gap analysis approach to marketing curriculum assessment: A study of skills and knowledge. Journal of Marketing Education, 24(3), 218-224. https://doi.org/10.1177/0273475302238044
  • Debortoli, S., Müller, O., Junglas, I. ve Vom Brocke, J. (2016). Text mining for information systems researchers: An annotated topic modeling tutorial. Communications of the Association for Information Systems (CAIS), 39(1), 7.
  • Deerwester, S., Dumais, S. T., Furnas, G. W., Landauer, T. K. ve Harshman, R. (1990). Indexing by latent semantic analysis. Journal of the American Society for Information Science, 41(6), 391-407. https://doi.org/10.1002/(SICI)1097-4571(199009)41:6<391::AID-ASI1>3.0.CO;2-9
  • Elhajjar, S. (2022). Digital marketing jobs: What are recruiters looking for?. Journal of Education for Business, 97(1), 29-35. https://doi.org/10.1080/08832323.2021.1884520
  • Fan, W., Wallace, L., Rich, S. ve Zhang, Z. (2006). Tapping the power of text mining. Communications of the ACM, 49(9), 76-82. https://doi.org/10.1145/1151030.1151032
  • Greenacre, M. (2017). Correspondence analysis in practice. CRC press.
  • Grün, B. ve Hornik, K. (2021). Topic Models in R. Citeseer, 1-8.
  • Harrigan, P. ve Hulbert, B. (2011). How can marketing academics serve marketing practice? The new marketing DNA as a model for marketing education. Journal of Marketing Education, 33(3), 253-272. https://doi.org/10.1177/0273475311420234
  • Janasik, N., Honkela, T. ve Bruun, H. (2009). Text mining in qualitative research application of an unsupervised learning method. Organizational Research Methods, 12, 436-460.
  • Keller, S., Parker, C. M. ve Chan, C. (2011). Employability skills: Student perceptions of an IS final year capstone subject. Innovations in Teaching & Learning in Information & Computer Sciences, 10(2), 4-15. doi:10.11120/ital.2011.10020004
  • Lee, D. D. ve Seung, H. S. (1999). Learning the parts of objects by non-negative matrix factorization. Nature, 401(6755), 788-791.
  • Lowry, D. T. ve Xie, L. (2008). Employers’ perspectives on skills needed for entry-level advertising and marketing jobs: A new computerized approach. Journal of Advertising Education, 12(2), 17-24. https://doi.org/10.1177/109804820801200206
  • Lyu, J. C., Han, E. L. ve Luli, G. K. (2021). Topics and sentiments in COVID-19 vaccine-related discussion on Twitter. Journal of Medical Internet Research, 23, e24435. https://doi.org/10.2196/preprints.24435
  • McArthur, E., Kubacki, K., Pang, B. ve Alcaraz, C. (2017). The employers’ view of “work-ready” graduates: A study of advertisements for marketing jobs in Australia. Journal of Marketing Education, 39(2), 82-93. https://doi.org/10.1177/0273475317712766
  • Mesleki Yeterlilik Kurumu Kanunu. (2006). https://www.myk.gov.tr/haberler/mevzuat/mesleki-yeterllk-kurumu-kanunu
  • Mesleki Yeterlilik Kurumu. (2017, 28 Ağustos). Ulusal Yeterlilik, Mayıs 2023, https://portal.myk.gov.tr/index.php?option=com_yeterlilik&view=arama
  • Orr, L. M., Bush, V. D. ve Vorhies, D. W. (2011). Leveraging firm-level marketing capabilities with marketing employee development. Journal of Business Research, 64(10), 1074-1081. https://doi.org/10.1016/j.jbusres.2010.11.003
  • Raymond, M. A., Carlson, L. ve Hopkins, C. D. (2006). Do perceptions of hiring criteria differ for sales managers and sales representatives? Implications for marketing education. Journal of Marketing Education, 28(1), 43-55. https://doi.org/10.1177/0273475305284640
  • Saeed, K. (2015). Gaps in marketing competencies between employers’ requirements and graduates’ marketing skills. Pakistan Business Review, 17(1), 125-146.
  • Saeed, K. ve Rashidi, Z. (2017). Essential employability skills for marketing careers: gap analysis of education and profession. Pakistan Business Review, 19(2), 302-319.
  • Schibrowsky, J. A., Peltier, J. W. ve Boyt, T. E. (2002). A professional school approach to marketing education. Journal of Marketing Education, 24(1), 43-55. https://doi.org/10.1177/0273475302241006
  • Schlee, R. P. ve Harich, K. R. (2010). Knowledge and skill requirements for marketing jobs in the 21st century. Journal of Marketing Education, 32(3), 341-352. https://doi.org/10.1177/0273475310380881
  • Schlee, R. P., ve Karns, G. L. (2017). Job requirements for marketing graduates: Are there differences in the knowledge, skills, and personal attributes needed for different salary levels?. Journal of Marketing Education, 39(2), 69-81. https://doi.org/10.1177/0273475317712765
  • Schmiedel, T., Müller, O. ve Vom Brocke, J. (2019). Topic modeling as a strategy of inquiry in organizational research: A tutorial with an application example on organizational culture. Organizational Research Methods, 22(4), 941-968. https://doi.org/10.1177/1094428118773858
  • Taylor, K. A. (2003). Marketing yourself in the competitive job market: An innovative course preparing undergraduates for marketing careers. Journal of Marketing Education, 25(2), 97-107. https://doi.org/10.1177/0273475302250577
  • Teh, Y. W., Jordan, M. I., Beal, M. J. ve Blei, D. M. (2006). Hierarchical Dirichlet Processes. Journal of the American Statistical Association, 101 (476), 1566-1581.
  • Türkiye Yeterlilik Çerçevesi. (2015). Türkiye Yeterlilik Çerçevesi Kitapçığı, Mesleki Yeterlilik Kurumu, Ankara.
  • Türkiye Yeterlilik Çerçevesi. (2023, 10 Mayıs). Türkiye Yeterlilik Çerçevesi Seviyeleri, https://www.tyc.gov.tr/sayfa/seviyeler-i0bbefa14-b754-4bc1-9dd6-e6467fc0321e.html
  • Turney, P. ve Pantel, P. (2010). From frequency to meaning: Vector space models of semantics. Journal of Artificial Intelligence Research, 37(1), 141-188. https://doi.org/10.1613/jair.2934
  • Wang, W., Feng, Y. ve Dai, W. (2018). Topic analysis of online reviews for two competitive products using latent dirichlet allocation. Electronic Commerce Research and Applications, 29, 142-156. https://doi.org/10.1016/j.elerap.2018.04.003
  • Yeoh, P. L. (2019). A critical assessment of skills and knowledge for entry-level marketing jobs: A Delphi study. Marketing Education Review, 29(4), 242-265. https://doi.org/10.1080/10528008.2019.1661258

Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması

Yıl 2023, Cilt: 8 Sayı: "Cumhuriyet'in 100. Yılında Türkiye'nin Sosyo-Ekonomisi" Özel Sayısı, 167 - 181, 29.10.2023
https://doi.org/10.25204/iktisad.1345181

Öz

Bu araştırmada, “pazarlama elemanı” ve “pazarlama sorumlusu” ilanlarından hareketle pazarlama fonksiyonuna yönelik işe alım süreçlerinde hangi gereksinimlerin öne çıktığı, bu gereksinimlerin genel yapısı ve iş arayanlar ve işverenler için ne anlama geldiğinin anlaşılması amaçlanmaktadır. Araştırmada, öncelikle çevrim içi bir iş ilanı sitesinden ilgili unvanlar için toplanan 409 ilanın verileri kullanılarak bir veri seti oluşturulmuştur. Bu veri seti, R programlama dilinde, Konu Modelleme Analizi ve Gizli Dirichlet Tahsisi (Latent Dirichlet Allocation-LDA) yöntemi ile analiz edilmiştir. Analiz sonucunda, ilgili ilanlarda yer alan gereksinimlerin; “teknik ve sosyal beceriler”, “deneyim ve uzmanlık”, “akademik ve uygulamalı yetkinlikler” ve “bireysel yetenek ve beceriler” olmak üzere dört temel konu etrafında dağıldığı görülmüştür. “MS Office”, “iletişim” “beceri” ve “yetenek” kavramları ise, pazarlama işe alım sürecinde öne çıkan kavramlar olmuştur. Bu bulgular, işverenlerin işe alım sürecinde en çok hangi becerilere önem verdiklerini ve iş arayanların hangi beceri ve gerekliliklere odaklanmaları gerektiğinin belirlenmesi açısından önemlidir.

Destekleyen Kurum

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Teşekkür

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Kaynakça

  • Baniya, R., Dogru-Dastan, H. ve Thapa, B. (2021). Visitors’ experience at Angkor Wat, Cambodia: Evidence from sentiment and topic analysis. Journal of Heritage Tourism, 16(6), 632-645. https://doi.org/10.1080/1743873X.2020.1833892
  • Banks, G. C., Woznyj, H. M., Wesslen, R. S. ve Ross, R. L. (2018). A review of best practice recommendations for text analysis in R (and a user-friendly app). Journal of Business and Psychology, 33, 445-459. https://doi.org/10.1007/s10869-017-9528-3
  • Barr, F. T. ve McNeilly, K. M. (2002). The value of students’ classroom experiences from the eyes of the recruiter: Information, implications, and recommendations for marketing educators. Journal of Marketing Education, 24(2), 168-173. https://doi.org/10.1177/0273475302242010
  • Blei, D. M. ve Lafferty, J. D. (2006, Haziran). Dynamic topic models. In Proceedings of the 23rd international conference on machine learning içinde (s.113-120). https://doi.org/10.1145/1143844.1143859
  • Blei, D. M., Ng, A. Y. ve Jordan, M. I. (2003). Latent dirichlet allocation. Journal of Machine Learning Research, 3(Jan), 993-1022.
  • Blei, D. ve Lafferty, J. (2005). Correlated topic models. In Advances in Neural Information Processing Systems (NIPS), 18, 1-8.
  • Casner-Lotto, J. ve Barrington, L. (2006). Are they really ready to work? Employers’ perspectives on the basic knowledge and applied skills of new entrants to the 21st century US workforce. Partnership for 21st Century Skills. 1 Massachusetts Avenue NW Suite 700, Washington, DC 20001.
  • Chunmian, G. E., Haoyue, S. H. I., Jiang, J. ve Xiaoying, X. U. (2022). Investigating the demand for blockchain talents in the recruitment market: Evidence from topic modeling analysis on job postings. Information & Management, 59(7), 103513, 1-17. https://doi.org/10.1016/j.im.2021.103513
  • Davis, R., Misra, S. ve Van Auken, S. (2002). A gap analysis approach to marketing curriculum assessment: A study of skills and knowledge. Journal of Marketing Education, 24(3), 218-224. https://doi.org/10.1177/0273475302238044
  • Debortoli, S., Müller, O., Junglas, I. ve Vom Brocke, J. (2016). Text mining for information systems researchers: An annotated topic modeling tutorial. Communications of the Association for Information Systems (CAIS), 39(1), 7.
  • Deerwester, S., Dumais, S. T., Furnas, G. W., Landauer, T. K. ve Harshman, R. (1990). Indexing by latent semantic analysis. Journal of the American Society for Information Science, 41(6), 391-407. https://doi.org/10.1002/(SICI)1097-4571(199009)41:6<391::AID-ASI1>3.0.CO;2-9
  • Elhajjar, S. (2022). Digital marketing jobs: What are recruiters looking for?. Journal of Education for Business, 97(1), 29-35. https://doi.org/10.1080/08832323.2021.1884520
  • Fan, W., Wallace, L., Rich, S. ve Zhang, Z. (2006). Tapping the power of text mining. Communications of the ACM, 49(9), 76-82. https://doi.org/10.1145/1151030.1151032
  • Greenacre, M. (2017). Correspondence analysis in practice. CRC press.
  • Grün, B. ve Hornik, K. (2021). Topic Models in R. Citeseer, 1-8.
  • Harrigan, P. ve Hulbert, B. (2011). How can marketing academics serve marketing practice? The new marketing DNA as a model for marketing education. Journal of Marketing Education, 33(3), 253-272. https://doi.org/10.1177/0273475311420234
  • Janasik, N., Honkela, T. ve Bruun, H. (2009). Text mining in qualitative research application of an unsupervised learning method. Organizational Research Methods, 12, 436-460.
  • Keller, S., Parker, C. M. ve Chan, C. (2011). Employability skills: Student perceptions of an IS final year capstone subject. Innovations in Teaching & Learning in Information & Computer Sciences, 10(2), 4-15. doi:10.11120/ital.2011.10020004
  • Lee, D. D. ve Seung, H. S. (1999). Learning the parts of objects by non-negative matrix factorization. Nature, 401(6755), 788-791.
  • Lowry, D. T. ve Xie, L. (2008). Employers’ perspectives on skills needed for entry-level advertising and marketing jobs: A new computerized approach. Journal of Advertising Education, 12(2), 17-24. https://doi.org/10.1177/109804820801200206
  • Lyu, J. C., Han, E. L. ve Luli, G. K. (2021). Topics and sentiments in COVID-19 vaccine-related discussion on Twitter. Journal of Medical Internet Research, 23, e24435. https://doi.org/10.2196/preprints.24435
  • McArthur, E., Kubacki, K., Pang, B. ve Alcaraz, C. (2017). The employers’ view of “work-ready” graduates: A study of advertisements for marketing jobs in Australia. Journal of Marketing Education, 39(2), 82-93. https://doi.org/10.1177/0273475317712766
  • Mesleki Yeterlilik Kurumu Kanunu. (2006). https://www.myk.gov.tr/haberler/mevzuat/mesleki-yeterllk-kurumu-kanunu
  • Mesleki Yeterlilik Kurumu. (2017, 28 Ağustos). Ulusal Yeterlilik, Mayıs 2023, https://portal.myk.gov.tr/index.php?option=com_yeterlilik&view=arama
  • Orr, L. M., Bush, V. D. ve Vorhies, D. W. (2011). Leveraging firm-level marketing capabilities with marketing employee development. Journal of Business Research, 64(10), 1074-1081. https://doi.org/10.1016/j.jbusres.2010.11.003
  • Raymond, M. A., Carlson, L. ve Hopkins, C. D. (2006). Do perceptions of hiring criteria differ for sales managers and sales representatives? Implications for marketing education. Journal of Marketing Education, 28(1), 43-55. https://doi.org/10.1177/0273475305284640
  • Saeed, K. (2015). Gaps in marketing competencies between employers’ requirements and graduates’ marketing skills. Pakistan Business Review, 17(1), 125-146.
  • Saeed, K. ve Rashidi, Z. (2017). Essential employability skills for marketing careers: gap analysis of education and profession. Pakistan Business Review, 19(2), 302-319.
  • Schibrowsky, J. A., Peltier, J. W. ve Boyt, T. E. (2002). A professional school approach to marketing education. Journal of Marketing Education, 24(1), 43-55. https://doi.org/10.1177/0273475302241006
  • Schlee, R. P. ve Harich, K. R. (2010). Knowledge and skill requirements for marketing jobs in the 21st century. Journal of Marketing Education, 32(3), 341-352. https://doi.org/10.1177/0273475310380881
  • Schlee, R. P., ve Karns, G. L. (2017). Job requirements for marketing graduates: Are there differences in the knowledge, skills, and personal attributes needed for different salary levels?. Journal of Marketing Education, 39(2), 69-81. https://doi.org/10.1177/0273475317712765
  • Schmiedel, T., Müller, O. ve Vom Brocke, J. (2019). Topic modeling as a strategy of inquiry in organizational research: A tutorial with an application example on organizational culture. Organizational Research Methods, 22(4), 941-968. https://doi.org/10.1177/1094428118773858
  • Taylor, K. A. (2003). Marketing yourself in the competitive job market: An innovative course preparing undergraduates for marketing careers. Journal of Marketing Education, 25(2), 97-107. https://doi.org/10.1177/0273475302250577
  • Teh, Y. W., Jordan, M. I., Beal, M. J. ve Blei, D. M. (2006). Hierarchical Dirichlet Processes. Journal of the American Statistical Association, 101 (476), 1566-1581.
  • Türkiye Yeterlilik Çerçevesi. (2015). Türkiye Yeterlilik Çerçevesi Kitapçığı, Mesleki Yeterlilik Kurumu, Ankara.
  • Türkiye Yeterlilik Çerçevesi. (2023, 10 Mayıs). Türkiye Yeterlilik Çerçevesi Seviyeleri, https://www.tyc.gov.tr/sayfa/seviyeler-i0bbefa14-b754-4bc1-9dd6-e6467fc0321e.html
  • Turney, P. ve Pantel, P. (2010). From frequency to meaning: Vector space models of semantics. Journal of Artificial Intelligence Research, 37(1), 141-188. https://doi.org/10.1613/jair.2934
  • Wang, W., Feng, Y. ve Dai, W. (2018). Topic analysis of online reviews for two competitive products using latent dirichlet allocation. Electronic Commerce Research and Applications, 29, 142-156. https://doi.org/10.1016/j.elerap.2018.04.003
  • Yeoh, P. L. (2019). A critical assessment of skills and knowledge for entry-level marketing jobs: A Delphi study. Marketing Education Review, 29(4), 242-265. https://doi.org/10.1080/10528008.2019.1661258
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Aysel Kurnaz 0000-0002-2190-7838

Erken Görünüm Tarihi 25 Ekim 2023
Yayımlanma Tarihi 29 Ekim 2023
Gönderilme Tarihi 17 Ağustos 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 8 Sayı: "Cumhuriyet'in 100. Yılında Türkiye'nin Sosyo-Ekonomisi" Özel Sayısı

Kaynak Göster

APA Kurnaz, A. (2023). Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, 8("Cumhuriyet’in 100. Yılında Türkiye’nin Sosyo-Ekonomisi" Özel Sayısı), 167-181. https://doi.org/10.25204/iktisad.1345181
AMA Kurnaz A. Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması. İKTİSAD. Ekim 2023;8("Cumhuriyet’in 100. Yılında Türkiye’nin Sosyo-Ekonomisi" Özel Sayısı):167-181. doi:10.25204/iktisad.1345181
Chicago Kurnaz, Aysel. “Konu Modelleme Analizi Ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi 8, sy. "Cumhuriyet’in 100. Yılında Türkiye’nin Sosyo-Ekonomisi" Özel Sayısı (Ekim 2023): 167-81. https://doi.org/10.25204/iktisad.1345181.
EndNote Kurnaz A (01 Ekim 2023) Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması. İktisadi İdari ve Siyasal Araştırmalar Dergisi 8 "Cumhuriyet’in 100. Yılında Türkiye’nin Sosyo-Ekonomisi" Özel Sayısı 167–181.
IEEE A. Kurnaz, “Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması”, İKTİSAD, c. 8, sy. "Cumhuriyet’in 100. Yılında Türkiye’nin Sosyo-Ekonomisi" Özel Sayısı, ss. 167–181, 2023, doi: 10.25204/iktisad.1345181.
ISNAD Kurnaz, Aysel. “Konu Modelleme Analizi Ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması”. İktisadi İdari ve Siyasal Araştırmalar Dergisi 8/"Cumhuriyet’in 100. Yılında Türkiye’nin Sosyo-Ekonomisi" Özel Sayısı (Ekim 2023), 167-181. https://doi.org/10.25204/iktisad.1345181.
JAMA Kurnaz A. Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması. İKTİSAD. 2023;8:167–181.
MLA Kurnaz, Aysel. “Konu Modelleme Analizi Ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, c. 8, sy. "Cumhuriyet’in 100. Yılında Türkiye’nin Sosyo-Ekonomisi" Özel Sayısı, 2023, ss. 167-81, doi:10.25204/iktisad.1345181.
Vancouver Kurnaz A. Konu Modelleme Analizi ile İş İlanlarında İstenilen Pazarlama Becerilerinin Araştırılması. İKTİSAD. 2023;8("Cumhuriyet’in 100. Yılında Türkiye’nin Sosyo-Ekonomisi" Özel Sayısı):167-81.


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