About the Project
Prior studies from the UK have revealed that marketing as a profession is dominated by women but the majority of them occupy lower, customer facing positions (Maclaran and Catterall, 2000; Lane and Crane, 2002; Broadbridge, 2008). This seems not to affect number of women wanting to study marketing at university, as marketing is considered to be highly popular subject. While gender gaps in employment and wages has fallen in the UK in last 20 years a gap still exist which can be explained by factors such as caring for children and/or working part-time (Lovejoy and Stone, 2012). Remaining gender differences in the labour market might be due to discrimination by employers who treat otherwise identical workers differently depending on whether they are a man or woman. This project will explore the challenges newly recruited women in marketing face in their workplace.
This project will draw on a work done by Armannsdottir, Pich and Woodall, (2015) which highlighted differences between how level one female and male marketing students look at their profession and the skills/characteristics associated with the role as well as work done by Brindley, Foster and Wheatley, 2014) on marketing women in industry.
The study is likely to use a mixed methods approach involving both quantitative and qualitative research. NBS Marketing alumni will be approached to participate in this study.
References
Armannsdottir, G., Pich, C. and Woodall, T., 2015. Gender and marketing: an exploration into the perceptions of marketing and marketers form the perspective of male and female undergraduates in HE UK. Academy of Marketing Annual Conference, Limerick.
Brindley, C., Foster, C. And Wheatley, D., 2014. Career transitions in marketing: from corporate life to selfemployment., E. In: L. KELLY, ed., Entrepreneurial women: new management and leadership models. Vol. 1. Santa Barbara, California: Praeger, pp. 121-138.
Broadbridge A., 2008. Senior careers in retailing; an exploration of male and female executives’ career facilitators and barriers. Gender in Management, 23(1), pp.11-35.
Lane N. and Crane A., 2002. Revisiting Gender Role Stereotyping in the Sales Profession. Journal of Business Ethics, 40 pp.121-132.
Lovejoy, M. and Stone, P.,2012. Opting Back In: The Influence of Time at Home on Professional Women's Career Redirection after Opting Out. Gender, Work & Organization, 19: 631–653.
Maclaren P and Catterall M., 2000. Bridging the knowledge divide: issues on the feminisation of marketing practice. Journal of Marketing Management, 16 (5), pp 635-645.
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