Marketing Supervisors & Managers Description OES Code: 130110 Directly supervise and coordinate activities of marketing, sales, and related workers. May perform management functions, such as budgeting, accounting, marketing, and personnel work, in addition to their supervisory duties. CA Wages/hour median range New, no experience: $11.51 minimum – $28.10 New, experienced: $15.73 minimum – $34.52 3 yrs+ experience: $20.14 minimum – $43.15 According to a National Association of Colleges and Employers survey, starting salaries for marketing majors graduating in 1997 averaged about $29,000; advertising majors, about $27,000. The median annual salary of marketing, advertising, and public relations managers was $46,000 in 1996. The lowest 10 percent earned $23,000 or less, while the top 10 percent earned $97,000 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 importantdeterminant of salary. According to a 1996 survey by Advertising Age Magazine, the average annual salary of a vice president brand manager was $79,000; vice president product manager, $105,000; vice president advertising, $130,000; and vice president marketing, $133,000. According to a 1996 survey by the Public Relations Society of America, senior public relations managers earned an average of $76,790. Local Wages • CCOIS Survey • OES Survey Hours & Benefits Almost all employyes in this occupation work full time and average 41 hours per week. Almost all employers provide medical and dental insurance, in addition to vacation and sick leave. Most employers also offer life and vison insurance and retirement plans. Employment Trends Employment 1993 65,650 Projected Employment 2005 93,020 Growth Rate 1996-2006 41.7% Openings due to Separations 14,540 Employment Trends by California County Marketing, advertising, and public relations manager jobs are highly coveted and 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. Those who have new media and interactive marketing skills will be particularly sought after. Employment of marketing, advertising, and public relations managers is expected to increase faster than the average for all occupations through the year 2006. Increasingly intense domestic and global competition in products and services offered to consumers should require greater marketing, promotional, and public relations efforts by managers. 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. Getting the Job & Other Information A wide range of educational backgrounds are suitable for entry into marketing, advertising, and public relations managerial jobs, but many employers prefer a broad liberal arts background. A bachelor's degree in sociology, psychology, literature, or philosophy, among other subjects, is acceptable. However, requirements vary depending upon the particular job. The California Employment Development Department Job Match Program may have information about openings in the retail field. Newspaper advertisements are also a good source of job openings. Experienced managers find job leads through trade journals or through industry contacts. Advancement 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 generally comes slowly. In large firms, promotion may occur more quickly. For current job listings, browse CalJOBS or America's Job Bank. References Note: The references below (and/or on other parts of this page) will link to pages on the internet outside the Career Video system. California Occupational Guide: Public Relation Representatives #276 Training: California State Training Inventory © State of California EDD/LMID, US Department of Labor Unless indicated otherwise, wage data is based on Statewide aggregated CCOIS survey responses between 1995 and 1997. Questions or Comments? Contact us.

Click arrow at bottom left of image to begin. Requires QuickTime Education and Training For marketing, sales, and promotion management positions, some employers prefer a bachelor's or master's degree in business administration with an emphasis on marketing. Courses in business law, economics, accounting, finance, mathematics, and statistics are also highly recommended. In highly technical industries, such as computer and electronics manufacturing, a bachelor's degree in engineering or science combined with a master's degree in business administration is 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. Although experience, ability, and leadership are emphasized for promotion, advancement can 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 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 International Association of Business Communicators offers an accreditation program for the manager or the person ready to move into communication management. The American Marketing Association is developing a certification program for marketing managers. Skills & Other Requirements Familiarity with word processing and data base applications also are important for many marketing, advertising, and public relations management positions. Today interactive marketing, product promotion, and advertising experience are increasingly important, and computer skills are very important. 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, marketing, 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. Working Conditions Marketing, advertising, and public relations managers are provided with offices close to top managers. Long hours, including evenings and weekends, are common. Almost 45 percent of marketing, advertising, and public relations managers worked 50 hours or more a week, compared to 20 percent for all occupations. Working under pressure is unavoidable as schedules change, problems arise, and deadlines and goals must be met. Marketing, advertising, and public relations managers meet frequently with other managers; some meet with the public and government officials. Substantial travel may be involved. For example, attendance at meetings sponsored by associations or industries is often mandatory. Sales managers travel to national, regional, and local offices and to various dealers and distributors. Advertising and promotion managers may travel to meet with clients or representatives of communications media. At times, public relations managers travel to meet with special interest groups or government officials. Job transfers between headquarters and regional offices are common—particularly among sales managers—and can disrupt family life.