Analýza požadavků na pracovní pozici v online marketingu

Abstract

This thesis focuses on the analysis of the social media manager position in the Czech labour market. The research was conducted at the turn of 2024 and 2025 and combines both quantitative and qualitative approaches, specifically a content analysis of 122 job advertisements from four job platforms and six interviews with marketing professionals. The aim was to identify the expected competencies, knowledge, and skills required for this role, as well as to understand its actual job content. The findings reveal significant differences between employers’ expectations and the perception of the profession by SMM experts, particularly in terms of key competencies and the professional definition of this role.