Steven R. Van Hook, PhD
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
Here are some interesting
projections, courtesy of the Bureau of Labor Statistics Occupational
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.
taught MBA and undergraduate marketing
communications courses for colleges and universities in the
United States and abroad for more than a decade, and
developed more than a dozen courses with an
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