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Steven R. Van Hook

Marketing Employment Trends
Where the jobs are and how to land one.
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 by Steven R. Van Hook, PhD

Steven R. Van HookThe good news is the demand for skilled marketers and related jobs (advertising, PR, sales) is expected to grow at a rate of 13 percent through the first decades of the 21st Century, powered by the expanding number of goods and services for sale in the global marketplace. 

The bad news is competition for jobs will be keen, and you'll have to be as good at marketing yourself as you are at marketing other products to rise through the ranks. 

Here are some interesting projections, courtesy of the Bureau of Labor Statistics Occupational Outlook Handbook:

Employers hiring marketers fresh from college will often be looking for a bachelor's or master's degree in business administration with an emphasis in marketing. Those graduates may find an advantage if they performed an internship while in school, and if they have additional courses in business law, management, economics, accounting, finance, and statistics.

Some of the characteristics common in successful marketers are maturity, creativity, self-motivation, flexibility, decisiveness, and the ability to cope with high levels of stress. Successful marketers must have well-honed communications skills, tact, good judgment, and an exceptional ability to interact effectively with colleagues, clients, and the general public.

Employers especially seek out applicants with computer skills and who are able to conduct marketing campaigns involving a wide array of new media including the Internet.

The recent median annual wages for related positions were $80,220 for advertising and promotions managers; $108,580 for marketing managers; $97,260 for sales managers; and $89,430 for public relations managers. 

For much more detail on the outlook for marketers, including job prospects, qualifications necessary, working conditions, pay and so forth, visit the eminently useful BLS Marketing Career Outlook.

Steven Van Hook has taught MBA and undergraduate marketing 
and communications courses for colleges and universities in the 
United States and abroad for more than a decade, and has 
developed more than a dozen courses with an international focus.

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