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Marketing Manager

Marketing managers plan, organize, and control the marketing activities for an organization’s products or services. They make sure the company is communicating the right message to existing and future customers.

Also Known As

Advertising Manager, Brand Marketing Manager, Communications Manager, Community Relations Specialist, Content Marketing Specialist, Digital Marketing Manager, Product / Brand Manager, Sales Manager

NOC Codes

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used. Here is how this occupation has been classified over time:

  • 2006 NOC: Marketing Managers (0611.2) 
  • 2006 NOC-S: Sales, Marketing and Advertising Managers (A131) 
  • 2011 NOC: Advertising, marketing and public relations managers (0124) 
  • 2016 NOC: Advertising, marketing and public relations managers (0124) 
Interests & Abilities

In Alberta, this occupation is part of 1 or more 2006 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Marketing Managers
2006 NOC : 0611.2

Interest Codes

Interest Codes for This NOC Group

DIRECTIVE

Interest in co-ordinating information to control activities of marketing departments and establishments; and in directing and evaluating marketing strategies

SOCIAL

Interest in negotiating business contracts with organizations seeking marketing services and with market researchers

INNOVATIVE

Interest in initiating market research studies and in assisting with product development

Your Interest Codes

To identify or change your interest codes, complete the Interests Exercise in CAREERinsite.

Reading Interest Codes
A Quick Guide

The interest code helps you figure out if you’d like to work in a particular occupation. 

It’s based on the Canadian Work Preference Inventory (CWPI), which measures 5 occupational interests: Directive, Innovative, Methodical, Objective, and Social.

Each set of 3 interest codes for this NOC group is listed in order of importance.

A code in capital letters means it’s a strong fit for the occupation.

A code in all lowercase letters means the fit is weaker.

Learn About Interests

Abilities

Typical ability expectations for this NOC group
Your abilities

To fill in or change the values for your abilities, complete the Abilities Exercise in CAREERinsite.

Mental Abilities

General Learning Ability

Verbal Ability

Numerical Ability

Visual Abilities

Spatial Perception

Form Perception

Clerical Perception

Physical Abilities

Motor Coordination

Finger Dexterity

Manual Dexterity

Understanding Abilities

A Quick Guide

You are born with abilities that help you process certain types of information and turn it into action. These abilities influence which skills you can learn more easily.

The abilities or aptitudes shown for this NOC group come from the General Aptitude Test Battery (GATB). The GATB measures 9 aptitudes. It groups them into 3 categories: mental, visual, and physical.

The abilities scores range from 1 to 5, with 5 being stronger.

Learn About Abilities

Duties
Updated Mar 31, 2022

Marketing managers’ duties vary with the size and type of organization. In general, marketing managers may:

  • Make sure products, lines, or services are profitable
  • Maintain a customer base
  • Conduct competitive analyses
  • Do sales, sales forecasting, and strategic planning
  • Develop and carry out marketing plans
  • Oversee advertising and promotion
  • Do market research
  • Work with vendors and ad agencies
  • Ensuring branding is consistent with corporate and product image
  • Oversee product development and scheduling
  • Price products and plan their reach
  • Plan budgets and oversee their implementation
  • Do purchasing
  • Allocate resources
  • Write proposals and grant applications
  • Do media relations
  • Manage events
  • Oversee corporate and community sponsorship
  • Provide customer service
  • Develop digital content

In large organizations, marketing managers oversee advertising and market research units. In smaller organizations, marketing managers could be responsible for all sales and marketing activities.

Working Conditions
Updated Mar 31, 2022
  • Strength Required Lift up to 5 kg

Marketing managers work in office settings. They often work more than the standard 40 hours a week, with some evenings or weekends. The work may require frequent travel, including internationally. Some marketing managers may be able to work remotely with other offices.

Traits & Skills
Updated Mar 31, 2022

Marketing managers need:

  • A creative, outgoing, upbeat nature
  • Drive and flexibility to succeed in a competitive field
  • Effective stress management techniques
  • Strong project management and motivational skills
  • The ability to understand data to create short- and long-term strategies and budgets
  • Problem-solving and decision-making skills
  • Technical software skills
  • The ability to be persuasive in person and in writing

They should enjoy:

  • Organizing information and directing others’ work
  • Negotiating business contracts
  • Finding creative solutions

Top 10 Skills Employers Are Looking For

Advertising, marketing and public relations managers
NOC code: 0124

This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 100 most recent Alberta job postings, collected between Jan 31, 2022 and May 27, 2022.

Review these skills to learn:

  • Whether or not this occupation matches your skill set
  • What training you may need to get these skills
  • What skills to highlight in your resumé, cover letter, and interview.
Personal Suitability: Team player
Personal Suitability: Organized
Establish distribution networks for products and services, initiate market research studies and analyze their findings
Assist in product development and direct and evaluate the marketing strategies of establishments
Personal Suitability: Excellent oral communication
Plan, direct and evaluate the activities of firms and departments that develop and implement advertising campaigns to promote the sales of products and services
Personal Suitability: Initiative
Personal Suitability: Excellent written communication
Personal Suitability: Flexibility
Develop promotional materials
Educational Requirements
Updated Mar 31, 2022
  • Minimum Education 2 years post-secondary

Most large organizations prefer to hire marketing managers who have business-related education and related experience. Education may be a diploma in marketing or a bachelor’s or master’s degree with a specialization in marketing. Related experience could include work in:

  • Sales
  • Customer service
  • Social media
  • Event planning
  • Branding
  • Professional writing
  • Promotional event management
  • Advertising

Some employers may require education related to the product or service they offer.

Before starting an education program, prospective marketing managers should discuss their plans with people in the field.


Related Education

The following schools offer programs or courses that are related to this occupation but are not required to enter the field.

ABM College

Bredin College of Business and Health Care - Edmonton

Bredin College of Business and Health Care - Red Deer

CDI College of Business, Technology and Health Care - Calgary North

CDI College of Business, Technology and Health Care - Calgary South

CDI College of Business, Technology and Health Care - Edmonton City Centre

CDI College of Business, Technology and Health Care - Edmonton West

CDI College of Business, Technology and Health Care - Red Deer

Global College of Business & Technology

Grande Prairie Regional College

Grant MacEwan University

NIWE Academy Inc.

Northern Alberta Institute of Technology

Nova Career College

Peerless Training Institute

QCom College of Technology (QCT)

Red Deer Polytechnic

Reeves College - Calgary City Centre

Reeves College - Calgary South

Reeves College - Edmonton

Reeves College - Edmonton North

Reeves College - Lethbridge

Reeves College Edmonton South

Robertson College - Calgary

Robertson College - Edmonton

To expand or narrow your search for programs related to this occupation, visit Post-Secondary Programs.

Completing a program does not guarantee entrance into an occupation. Before enrolling in an education program, prospective students should look into various sources for education options and employment possibilities. For example, contact associations and employers in this field.

Certification Requirements
Updated Mar 31, 2022
  • Certification Not Regulated

There is currently no provincial legislation regulating this occupation in Alberta.

Employment & Advancement
Updated Mar 31, 2022

Marketing managers work for 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 or extensive work experience may advance to senior management positions in large organizations.

Industry Concentration

This section shows the industries where the majority of people in this occupation work. The data is based on the 2016 Census.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.

In the 0124: Advertising, marketing and public relations managers occupational group, 78.8% of people work in:

Employment Outlook

Employment outlook is influenced by a wide variety of factors including:

  • Time of year (for seasonal jobs)
  • Location in Alberta
  • Employment turnover (when people leave existing positions)
  • Occupational growth (when new positions are created)
  • Size of the occupation
  • Trends and events that affect overall employment, especially in the industry or industries from the previous list

In Alberta, the 0124: Advertising, marketing and public relations managers occupational group is expected to have a below-average annual growth of 1.6% from 2019 to 2023. In addition to job openings created by employment turnover, 39 new positions are forecasted to be created within this occupational group each year.

Note
NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For example, only some of the new positions to be created will be for this occupation. It also applies to other data for the NOC group such as number of people employed.

Source: Alberta Regional Occupational Demand Outlook

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

Wage & Salary
Updated Mar 31, 2022

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

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Advertising, marketing and public relations managers

2016 NOC : 0124
Average Wage
$46.90
Per Hour
Average Salary
$92,749.00
Per Year
Average Hours
38.3
Per Week
Average Months on Payroll
12
Survey Methodology Survey Analysis

Source
2019 Alberta Wage and Salary Survey

NOC 0124 Wage Profile

Unless otherwise noted, the data shown here is for all industries and all regions in Alberta.

All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production), and other forms of compensation.

To see the full survey data for this NOC group, visit the wage profile.

Other wage sources
To make an informed wage and salary decision, research other wage sources [pdf] to supplement this data.

A: High Reliability
Data Reliability Code Definition

High Reliability, represents a CV of less than or equal to 6.00% and 30 survey observations and/or represents 50% or more of all estimated employment for the occupation.


Hourly Wage
For full-time and part-time employees
  • Low
  • High
  • Average
  • Median
Starting
Overall
Top
Wages* Low (5th percentile) High (95th percentile) Average Median
Starting $20.19 $72.12 $40.42 $37.92
Overall $23.80 $83.08 $46.90 $42.50
Top $24.38 $95.91 $53.02 $49.41

Swipe left and right to view all data. Scroll left and right to view all data.

* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.

Pay brackets for hourly wages

  • Starting pay: average pay offered for entry-level positions
  • Overall pay: average pay across all employees in this occupation
  • Top pay: average pay offered to top-paid employees

Industry Information
Oil & Gas Extraction
Construction
Manufacturing
Public Administration
Educational Services
Transportation and Warehousing
Information, Culture, Recreation
ALL INDUSTRIES
Professional, Scientific & Technical Services
Wholesale Trade
Finance, Insurance, Real Estate, Leasing
Other Services (Repair, Personal Services and Related)
Accommodation & Food Services
Business, Building and Other Support Services
Retail Trade
Health Care & Social Assistance

Skills Shortage

Employers that Recruited in the Last 2 Years

30%
30%)

Recruiting Employers that Experienced Hiring Difficulties

16%
16%

Employers with Unfilled Vacancies of over 4 Months

2%
2%

Vacancy Rate

1%
Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies

Updated Mar 31, 2022. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.

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