Page 2
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 3Page 4
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 5Page 6
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 7Page 8
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 9Page 10
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 11Page 12
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 13Page 14
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 15Page 16
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 17Page 18
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 19Page 20
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 21Page 22
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 23Page 24
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: Page 25Page 26
Job Outlook Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2005. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts. Management and public relations firms may experience particularly rapid growth as businesses increasingly hire contractors for these services rather than support additional full-time staff. In addition to faster than average growth, many job openings will occur each year as a result of managers moving into top management positions, transferring to other jobs, or leaving the labor force. However, many of these highly coveted jobs will be sought by other managers or highly experienced professional and technical personnel, resulting in substantial job competition. College graduates with extensive experience, a high level of creativity, and strong communication skills should have the best job opportunities. Projected employment growth varies by industry. For example, employment of marketing, advertising, and public relations managers is expected to grow much faster than average in most business services industries, such as computer and data processing, and management and public relations firms, while average growth is projected in manufacturing industries overall.
computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration may be preferred. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include courses in marketing, consumer behavior, market research, sales, communications methods and technology, and visual arts—for example, art history and photography. For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The individual's curriculum should include courses in advertising, business administration, public affairs, political science, and creative and technical writing. For all these specialties, courses in management and completion of an internship while in school are highly recommended. Familiarity with computerized word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Most marketing, advertising, and public relations management positions are filled by promoting experienced staff or related professional or technical personnel—for example, sales representatives, purchasing agents, buyers, product or brand specialists, advertising specialists, promotion specialists, and public relations specialists. In small firms, where the number of positions is limited, advancement to a management position may come slowly. In large firms, promotion may occur more quickly. Although experience, ability, and leadership are emphasized for promotion, advancement may be accelerated by participation in management training programs conducted by many large firms. Many firms also provide their employees with continuing education opportunities, either in-house or at local colleges and universities, and encourage employee participation in seminars and conferences, often provided by professional societies. Often in collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Courses include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, promotion, marketing communication, market research, organizational communication, and data processing systems procedures and management. Many firms pay all or part of the cost for those who successfully complete courses. Some associations (listed under sources of additional information) offer certification programs for marketing, advertising, and public relations managers. Certification is a sign of competence and achievement in this field that is particularly important in a competitive job market. While relatively few marketing, advertising, and public relations managers currently are certified, the number of managers who seek certification is expected to grow. For example, Sales and Marketing Executives International offers a management certification program based on education and job performance. The Public Relations Society of America offers an accreditation program for public relations practitioners based on years of experience and an examination. The American Marketing Association is developing a certification program for marketing managers. Persons interested in becoming marketing, advertising, and public relations managers should be mature, creative, highly motivated, resistant to stress, and flexible, yet decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. Marketing, advertising, and public relations managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms. Because of the importance and high visibility of their jobs, keting, advertising, and public relations managers often are prime candidates for advancement. Well-trained, experienced, successful managers may be promoted to higher positions in their own or other firms. Some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.
Earnings According to a College Placement Council survey, starting salary offers to marketing majors graduating in 1993 averaged about $24,000; advertising majors, about $21,000. The median annual salary of marketing, advertising, and public relations managers was $41,000 in 1992. The lowest 10 percent earned $22,000 or less, while the top 10 percent earned $79,000 or more. Many earn bonuses equal to 10 percent or more of their salaries. Surveys show that salary levels vary substantially depending upon the level of managerial responsibility, length of service, education, and the employer's size, location, and industry. For example, manufacturing firms generally pay marketing, advertising, and public relations managers higher salaries than nonmanufacturing firms. For sales managers, the size of their sales territory is another important factor. According to a 1992 survey by Abbot, Langer and Associates, of Crete, Illinois, annual incomes for sales/marketing managers varied greatly—from under $25,000 to over $250,000_depending on the manager's level of education, experience, industry, and the number of employees he or she supervises. The median annual income for top advertising managers was $45,000; product/brand managers, $54,000; top market research managers, $55,000; regional sales managers, $64,000; and chief marketing executives, $67,000.
Related Occupations Marketing, advertising, and public relations managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other personnel involved with marketing, advertising, and public relations include art directors, commercial and graphic artists, copy chiefs, copywriters, editors, lobbyists, marketing research analysts, public relations specialists, promotion specialists, sales representatives, and technical writers. (Some of these occupations are discussed elsewhere in the Handbook.)
Sources of Additional Information For information about careers in sales and marketing management, contact: @ American Marketing Association, 250 S. Wacker Dr., Chicago, IL 60606. Sales and Marketing Executives International, 458 Statler Office Tower, Cleveland, OH 44115. For information about careers in advertising management, contact: |
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