The Role of Strategic Human Resource Development and Project-Based Learning in Developing Cross-Functional Marketing Talent

Abstract

The growing interaction of marketing with such domains as technology, analytics, operations, and customer experience has resulted in a set of competencies needed from a modern marketer and the emergence of the demand for cross-functional marketers able to operate with different organizations and participate in decision-making process. The purpose of the current research is to systematically analyze the role of SHRD and PBL in the development of cross-functional marketing competencies. Using SLR, articles from 2020 to 2026 available in Scopus, Web of Science, ScienceDirect, Emerald Insight, SpringerLink, and Google Scholar have been used. Among 142 articles found in the process of screening, 20 articles were included in the qualitative synthesis. Four key themes were revealed: Strategic HRD Practices for Marketing Talent Development, Project-Based Learning and Experiential Skill Building, Cross-Functional Competencies of Modern Marketers, and Workforce Planning and Future Marketing Roles. Based on the review, SHRD helps in continuous learning and development of talents, adaptation and capability development in an organization. Meanwhile, PBL helps in developing practical skills through experiential learning, cooperation and communication.