Table 1Transition record

eBusiness managertoonline marketer

A eBusiness manager already meets 25% of what the online marketer role asks for. The move turns on 20 required skills not yet in the profile.

From eBusiness manager

25%

Overlap1

To online marketer

10 Skills carried over

20 Required, not held

77.7 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 77.7

This move: 77.7 of 100 · career change

1 Share of the online marketer role’s weighted skill requirement already met by the eBusiness manager profile. Required skills count in full, supplementary skills at 0.35. Directional: the figure for the reverse move differs. 2 Combines what is missing with how specialised it is, so a gap of general skills scores easier than the same number of narrow ones.

Table 2

Table 2 · What you already bring

Of the 10 skills that carry over, these are the ones fewest other occupations ask for. A online marketer role needs them, and most people applying for one will not have them already. This is the part of a eBusiness manager background worth leading with.

Skill the target role also needs Area

already held apply customer engagement strategy management skills
already held creatively use digital technologies working with computers
already held conduct search engine optimisation working with computers
already held plan digital marketing management skills
already held information confidentiality information and communication technologies (icts)
already held e-commerce systems information and communication technologies (icts)

All 10 carried skills, including the 8 the online marketer role treats as required.

Table 3

Table 3 · What you would need to learn

The 36 missing skills fall into 7 areas of the ESCO skill hierarchy, numbered below in the order worth working in: the areas carrying the most required skills come first, and inside each one the required skills sit above the supplementary ones.

Skill to acquire Tier

01 working with computers 7 required, 2 supplementary

required, not held execute conversion testing required
required, not held digital communication and collaboration required
required, not held perform video editing required
required, not held develop digital content required
required, not held perform image editing required
required, not held perform online data analysis required
required, not held use content management system software required

optional, not held use e-services optional
optional, not held use personal organization software optional

02 communication, collaboration and creativity 5 required, 4 supplementary

required, not held apply social media marketing required
required, not held conduct mobile marketing required
required, not held create new concepts required
required, not held execute email marketing required
required, not held perform copywriting required

optional, not held adapt to change in marketing optional
optional, not held communicate price changes optional
optional, not held deal with pressure from unexpected circumstances optional
optional, not held develop inclusive communication material optional

03 business, administration and law 4 required, 4 supplementary

required, not held company policies required
required, not held web strategy assessment required
required, not held content marketing strategy required
required, not held online ads campaign techniques required

optional, not held neuromarketing techniques optional
optional, not held competition law optional
optional, not held intellectual property law optional
optional, not held printed goods processes optional

04 management skills 2 required, 3 supplementary

required, not held apply strategic thinking required
required, not held perform project management required

optional, not held conduct online competitive analysis optional
optional, not held plan social media marketing campaigns optional
optional, not held supervise brand management optional

05 information skills 2 required

required, not held inspect data required
required, not held perform market research required

06 assisting and caring 2 supplementary

optional, not held apply information security policies optional
optional, not held protect personal data and privacy optional

1 further area in the appendix

Table 4

Table 4 · Where to start

The 3 entries a online marketer role is least likely to hire without. The ordering is computed from the skill data, not from what pays.

Each entry opens a course search for that skill. Career Overlap earns nothing from these links.

Appendix

Appendix · The rest of the record

All 10 skills that carry over

Skill Type

already held apply customer engagement strategy skill
already held creatively use digital technologies skill
already held e-commerce systems knowledge
already held implement marketing strategies skill
already held implement sales strategies skill
already held manage budgets skill
already held plan digital marketing skill
already held use different communication channels skill
already held conduct search engine optimisation skill
already held information confidentiality knowledge

The 1 learning area not shown above

Skill to acquire Tier

07 engineering, manufacturing and construction 1 supplementary

optional, not held ICT communications protocols optional

16 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held adapt to change in marketing optional
optional, not held ICT communications protocols optional
optional, not held apply information security policies optional
optional, not held communicate price changes optional
optional, not held conduct online competitive analysis optional
optional, not held deal with pressure from unexpected circumstances optional
optional, not held neuromarketing techniques optional
optional, not held plan social media marketing campaigns optional
optional, not held competition law optional
optional, not held develop inclusive communication material optional
optional, not held intellectual property law optional
optional, not held printed goods processes optional
optional, not held protect personal data and privacy optional
optional, not held supervise brand management optional
optional, not held use e-services optional
optional, not held use personal organization software optional

33 held skills the online marketer role does not ask for

Skill Type

not needed by the target role ICT market knowledge
not needed by the target role ICT sales methodologies knowledge
not needed by the target role analyse business requirements skill
not needed by the target role brand marketing techniques knowledge
not needed by the target role build business relationships skill
not needed by the target role business intelligence knowledge
not needed by the target role business process modelling knowledge
not needed by the target role business requirements techniques knowledge
not needed by the target role business strategy concepts knowledge
not needed by the target role communicate with customers skill
not needed by the target role consumer goods industry knowledge
not needed by the target role create business process models skill
not needed by the target role define technology strategy skill
not needed by the target role develop online sales business plan skill
not needed by the target role digital data processing skill
not needed by the target role digital marketing techniques knowledge
not needed by the target role electronic business knowledge
not needed by the target role electronic communication knowledge
not needed by the target role implement strategic planning skill
not needed by the target role lead the brand strategic planning process skill
not needed by the target role make strategic business decisions skill
not needed by the target role measure customer feedback skill
not needed by the target role mobile marketing knowledge
not needed by the target role mobility as a service knowledge
not needed by the target role perform business analysis skill
not needed by the target role plan marketing strategy skill
not needed by the target role problem-solving with digital tools skill
not needed by the target role publishing strategy knowledge
not needed by the target role sales argumentation knowledge
not needed by the target role sales strategies knowledge
not needed by the target role track key performance indicators skill
not needed by the target role web analytics knowledge
not needed by the target role web based collaborative platforms knowledge

9 gaps that are knowledge rather than practice

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

Skill to acquire Tier

required, not held company policies required
required, not held web strategy assessment required
required, not held content marketing strategy required
required, not held online ads campaign techniques required
optional, not held ICT communications protocols optional
optional, not held neuromarketing techniques optional
optional, not held competition law optional
optional, not held intellectual property law optional
optional, not held printed goods processes optional

Index

Other moves recorded from eBusiness manager

Full index of moves from eBusiness manager

Note

How this record was compiled

Both occupations are taken from ESCO, which lists the skills and knowledge each occupation is expected to have and marks every one required or optional. Nothing here is a prediction about hiring, and nothing here knows that a particular employer wants a particular certificate. Treat Table 3 as a starting point for your own research rather than a syllabus. The full method states what these figures can and cannot tell you.