Abstract

The article presents a description of comprehensive leadership competencies in a company, with the emphasis on managing the marketing department. The publication commences with the indication of the leadership in the light of this literature, explaining what leadership competencies are, how they are identified and what competencies we distinguish. It also explains the purpose of applying leadership competencies in an enterprise and the impact of applying leadership competencies in the marketing department. For the purpose of this article, a quantitative survey, in the form of a structured personal questionnaire, was conducted on a sample group of 296 students in the period September-October 2024. The conclusions arising from the survey show that hard skills were important among managers, while soft skills played a secondary role. The results of the study may become helpful for both middle and senior management groups in the company. The significance of the study is primarily to encourage managers to increase awareness of soft skills by means of workshops and training courses. In spite of that, these are the hard (technical) skills that should be emphasised in education. The entire publication is summarised with the conclusion and a bibliography of the subject.

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