紀要論文

文化メディエーターとしてのマーケター : マーケティング分野のキャリア設計に関する一考察

Marketers as Cultural Mediators : A Discussion on Career Plans in the Field of Marketing

jpn

13493043

https://doi.org/10.15002/00003249

法政大学キャリアデザイン学部

2

69

83

2005-03

Version of Record

The purpose of this paper is to discuss the career plans of individuals who work in marketing in the broad sense,and to make a number of proposals. Here,the term "career plan" is used in the sense of "planning jobs and work in which individuals are engaged throughout their lives,according to their various lifestyles." The starthing point of a career plan is to think about self-awareness,job-understanding,and the correlation between them. In this sense,it is not so difficult to plan for the career of marketer as it currently exists. What has to be borne in mind,however,is that the present era is called a period of transition or transformation,and that in future both we and our jobs could change. Even if we accumulate knowledge and polish skills in anticipation of the current job of marketer,it is highly likely that these will become obsolete in the future. It is also possible that our present ways of living and working may change in the future. What is required,then,is planning one's career in a way that can adapt to change. But this alone is not enough. Some aspects of ourselves and our jobs do not change,change as times may. For example,our own basic personality or fundamental motivation,or jobs involving various activities related to markets,will remain more or less unchanged whatever changes occur in the future. We need to see both self-aweareness and job understanding in terms of a synchronic aspect that will not change,and a diachronic aspect thae will change. This concurs with the dualistic oriental mentality of immutability and fashion. What we propose as future careers,based on this mentality,is "marketers can who mediate between different entities to engage in creating cultural value and stimulating culture,and at the same time form market values." To be engaged in culture and at the same time form market values means to manipulate information and thus create relationships between different entities. These marketers are,as it were,professionals in "culture" and "markets," "information" and "relationships." This paper provisionally calls these "marketers as cultural mediators". and makes a number of proposals concerning career plans for those who aim to be mediator-type marketers in future,as a hypothesis for considering careers in the field of marketing.

Article

AA11961954