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Marketing Manager

Marketing managers plan, organize, co-ordinate and control the activities of organizations or departments within organizations involved in marketing products or services.

Also Known As:Advertising Manager, Community Relations Specialist, Product/Brand Manager, Sales Manager
NOC Number(s):0611.2
Minimum Education:2 years post-secondary education/training
Employment Outlook:Job openings: turnover plus new jobs due to below average growth in occupation in Alberta 2013-2017
Interests:D S I

Duties | Working Conditions | Personal Characteristics | Education | Employment | Salary | Other Information | Related Occupations | Related School Subjects | Related Field of Study

Duties

Marketing managers' duties vary depending on the size of the organization, the nature of its business and how centralized its operations are. In general, marketing managers may be responsible for:

  • the profitability of products, lines or services
  • customer retention 
  • competitive analysis
  • sales, sales forecasting and strategic planning
  • the development and execution of comprehensive marketing plans
  • advertising and promotion
  • market research and consumer needs assessment
  • branding activities (ensuring that corporate and product images are consistent)
  • product development and scheduling
  • pricing and distribution
  • budget planning and monitoring
  • purchasing
  • the allocation of resources
  • grant and proposal writing
  • media relations
  • event management
  • corporate and community sponsorship activities
  • customer service.

In large organizations, marketing managers direct and oversee the work of other managers in the marketing department (for example, the managers of sales, advertising and marketing research units). In small organizations, marketing managers are responsible for all marketing activities.


Working Conditions

Marketing managers work in an office environment but often work more than the standard 40 hours a week. Extensive travel, including international travel, may be required.


Personal Characteristics

Marketing managers need the following characteristics:

  • a creative, outgoing and energetic personality
  • the motivation and flexibility required to succeed in a competitive environment
  • the ability to deal effectively with stress
  • strong project management and motivational abilities
  • the ability to analyze qualitative and numerical information 
  • problem solving and decision making skills
  • the ability to communicate persuasively in person and in writing.

They should enjoy co-ordinating information and directing the work of others, negotiating business contracts and developing innovative approaches to problems.


Educational Requirements

Most large organizations prefer to hire marketing managers who have business-related post-secondary education (for example, a bachelor's or master's degree with a specialization in marketing, or a diploma in marketing) plus several years of related experience (for example, sales or customer service experience). Some organizations require their marketing managers to have post-secondary education related to the type of product or service they offer (for example, a degree or diploma in chemistry or engineering).

In Alberta, many post-secondary institutions offer programs in business administration, management and commerce. The following institutions offer degree or diploma programs with a specialization in marketing:

  • Athabasca University offers a one year university certificate in Marketing program by distance education. Anyone 16 years of age or oder can apply regardless of previous academic achievement. A high school diploma is not required.
  • Grande Prairie Regional College offers a two year Business Administration diploma program with a specialization in marketing. The entrance requirement is a high school diploma with English Language Arts 30-1 or 30-2 and Applied or Pure Math 30, or equivalent.
  • Lakeland College in Lloydminster and Vermilion offers a two year Business Administration diploma program with a major in marketing. The entrance requirement is a high school diploma with a Grade 12 English and Applied or Pure Math 30, or equivalent.
  • Lethbridge College offers a two year Business Administration diploma program with a major in marketing. The entrance requirement is a high school diploma with English Language Arts 30-1 or 30-2 and Applied or Pure Math 30, or equivalent.
  • Medicine Hat College offers a two year Marketing diploma program. The entrance requirement is a high school diploma with Grade 12 English and math, or equivalent.
  • Mount Royal University in Calgary offers one year certificate and two year diploma programs in Business Administration with a specialization in marketing management and a four year bachelor's degree program in Business Administration with a specialization in marketing. The entrance requirement is a high school diploma with an average of 60 per cent in English Language Arts 30-1, Applied or Pure Math 30 and three other Grade 12 subjects, or equivalent.
  • NorQuest College in Edmonton offers a two year business administration diploma with a specialization in marketing. The entrance requirement is a high school diploma or equivalent with English Language Arts 30-1 or 30-2 and at least 60 per cent in Applied or Pure Math 20 or at least 50 per cent in Applied or Math 30 or equivalent. 
  • The Northern Alberta Institute of Technology (NAIT) in Edmonton offers two year diploma business administration programs with specializations in marketing. The entrance requirement is a high school diploma or equivalent with a competitive average in English Language Arts 30-1 or 30-2 and Applied or Pure Math 30, or equivalent. Completion of an introductory computer or keyboarding course is strongly recommended. NAIT also offers a two year diploma program and two year Continuing Education program in Marketing.
  • Red Deer College offers a two year Business Administration program with a specialization in marketing. The entrance requirement is a high school diploma with an average of at least 60 per cent in English Language Arts 30-1 and Pure Math 30 (or 65 per cent in ELA 30-2 and Applied Math 30), or equivalent.
  • The Southern Alberta Institute of Technology (SAIT) in Calgary offers two year business administration diploma program with specializations in marketing. The entrance requirement is a high school diploma or equivalent with English Language Arts 30-1 (or at least 60 per cent in English Language Arts 30-2 ) and Pure Math 30 (or at least 60 per cent in Applied Math 30), or equivalent. SAIT also offers a two year Business Administration Automotive Management diploma program and a Continuing Education program in Marketing.
  • The University of Alberta in Edmonton offers a four year Bachelor of Commerce (B.Com.) degree program and a five year B.Com. co-operative education degree program with a major in marketing. There is no direct entry from high school into the Bachelor of Commerce program. Students must first complete a year of university in either the Faculty of Arts or the Faculty of Science and take courses in English, Economics, Mathematics and Statistics.
  • The University of Calgary offers a four year Bachelor of Commerce (B.Comm.) degree program and a five year B.Comm. co-operative education degree program in Management with a specialization in marketing. The entrance requirement is a high school diploma or equivalent with a competitive average in English Language Arts 30-1, Pure Math 30 and three of the following: Math 31, Social Studies 30, Biology 30, Chemistry 30, Physics 30, Science 30, a 30 level language other than English, one five credit subject. The University of Calgary also offers a Marketing program through Continuing Education. 
  • The University of Lethbridge offers a four year Bachelor of Management degree program, five year combined degree programs and post-diploma programs with specializations in marketing. The entrance requirement for bachelor's degree program is an average of at least 65 per cent in English Language Arts 30-1, Pure or Applied Math 30, two other appropriate 30 level subjects and a fifth Grade 12 subject.

Post-secondary institutions throughout the province offer university transfer programs that allow students to apply up to two years of study toward university bachelor's degree programs. It is the student's responsibility to ensure that the courses they choose to take will be accepted for credit at the institution to which they wish to transfer.

For current information about programs, admission requirements and mature student admission policies, please check post-secondary calendars or websites.

Before enrolling in an education program, prospective marketing managers should discuss their education options with people currently working in the field.

Section revised March 2013

Employment and Advancement

Marketing managers are employed by private and public organizations such as:

  • manufacturers
  • retailers
  • wholesalers
  • service sector businesses
  • not-for-profit agencies
  • market research organizations
  • advertising agencies.

Advancement opportunities vary depending on the size and nature of the organization and the manager's qualifications. Those who have post-secondary education in marketing may advance to senior management positions in large organizations.

Marketing managers are part of the larger National Occupational Classification 0611: Sales, Marketing and Advertising Managers. In Alberta, 77 per cent of people employed in this classification work in the following industries:

The employment outlook in this occupation will be influenced by a wide variety of factors including:

  • trends and events affecting overall employment (especially in the industries listed above)
  • location in Alberta
  • employment turnover (work opportunities generated by people leaving existing positions)
  • occupational growth (work opportunities resulting from the creation of new positions that never existed before)
  • size of the occupation.

Over 10,100 Albertans are employed in the Sales, Marketing and Advertising Managers occupational group which is expected to have an annual below average growth of 1.0 per cent from 2013 to 2017 in Alberta. It is forecasted that about 101 new positions will be created each year in addition to job openings created by employment turnover. (Note: Since marketing managers form only a part of the larger occupational group on which this forecast is based, only a portion of the new positions created will be for marketing managers.)

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Section revised November 2013

Salary

Salaries in this occupation vary according to the size and nature of the organization and the scope of the manager's responsibilities.

According to the 2011 Alberta Wage and Salary Survey, Albertans in the Sales, Marketing and Advertising Managers occupational group earned on average from $32.89 to $56.04 an hour. The mean wage for this group was $44.78 an hour.

For more detailed information, see WAGEinfo.

Section revised February 2012

Other Sources of Information

Post-secondary institution calendars and websites (see Educational Requirements above)

EDinfo website: www.alis.alberta.ca/edinfo


Related Occupational Profiles
Advertising Account Executive
Fund Development Professional
Management Consultant
Market Research Analyst
Public Relations Representative
Retail Store Manager
Social Media Specialist
Webmaster

Related High School Subjects
Business, Administration, Finance and Information Technology (Management and Marketing); English Language Arts; Health, Recreation and Human Services (Human and Social Services; and Legal Studies); and Mathematics

Related Post-Secondary Field of Study
Business, Management and Administrative Studies

Produced February 2009
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For more information on career planning, occupations and educational programs, visit the Alberta Learning Information Service (ALIS) website at alis.alberta.ca, call the Alberta Career Information Hotline toll-free at 1-800-661-3753 or 780-422-4266 in Edmonton or visit an Alberta Works Centre near you.

The information contained in this profile was current as of the dates shown. Salaries, employment outlook and educational programs may change. Please check the information before making any career decisions.


Government of Alberta, Human Services