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Updated

Marketing Manager

Marketing managers plan, organize, and control the marketing activities for an organization’s products or services.

  • Avg. Salary $99,784.00
  • Avg. Wage $50.58
  • Minimum Education 2 years post-secondary
  • Outlook avg
  • Employed 5,000
  • In Demand High
Also Known As

Advertising Manager, Community Relations Specialist, 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) 
Skills Shortage

Employers that Recruited in the Last 2 Years

18%
18%
Average Wage
Starting
Overall
Top
  • Certification Not Regulated
  • Strength Required Lift up to 5 kg
Interest Codes
The Marketing Manager is part of the following larger National Occupational Classification (NOC).
Marketing Managers
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

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 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 More

Duties
Updated Mar 31, 2018

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

  • making sure products, lines, or services are profitable
  • maintaining a customer base
  • conducting competitive analyses
  • sales, sales forecasting, and strategic planning
  • developing and carrying out marketing plans
  • advertising and promotion
  • market research
  • working with vendors and ad agencies
  • branding to ensure a consistent corporate and product image
  • product development and scheduling
  • pricing and reach
  • budget planning and oversight
  • purchasing
  • resource allocation
  • grant and proposal writing
  • media relations
  • event management
  • corporate and community sponsorship
  • customer service.

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

Working Conditions
Updated Mar 31, 2018

Marketing managers work in office settings. They often work more than the standard 40 hours a week, and sometimes work evenings or weekends. The work may require frequent travel, including internationally.

  • Strength Required Lift up to 5 kg
Skills & Abilities
Updated Mar 31, 2018

Marketing managers need to possess:

  • 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 qualitative and statistical information to create short- and long-term strategies and budgets
  • problem-solving and decision-making 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.
Educational Requirements
Updated Mar 31, 2018

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.

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

Grande Prairie Regional College

Grant MacEwan University

Northern Alberta Institute of Technology

Reeves College - Calgary City Centre

Reeves College - Edmonton

Reeves College - Lethbridge

Robertson College - Calgary NW

Robertson College - Edmonton

University of Alberta

University of Calgary

For a broad list of programs and courses that may be related to this occupation try searching using keywords.

Certification Requirements
Updated Mar 31, 2018

Certification is not required, as there is currently no legislation regulating this occupation.

Employment & Advancement
Updated Mar 31, 2018

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

Marketing managers are part of the larger 2011 National Occupational Classification 0124: Advertising, marketing and public relations managers. In Alberta, 75% of people employed in this classification work in the following industries:

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

  • trends and events that affect overall employment (especially in the industries listed above)
  • location in Alberta
  • employment turnover (work opportunities that come up when people leave existing positions)
  • occupational growth (work opportunities that come up when new positions are created)
  • size of the occupation.

In Alberta, the A131: Sales, Marketing and Advertising Managers occupational group is expected to have an average annual growth of 1.7% from 2016 to 2020. In addition to job openings created by employment turnover, 175 new positions are forecasted to be created within this occupational group each year.

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

Wage & Salary
Updated Mar 31, 2018

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

Advertising, marketing and public relations managers

Survey Methodology

Survey Analysis

Overall Wage Details
Average Wage
Average Salary
Hours Per Week

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 $19.23 $79.81 $41.90 $38.18
Overall $22.55 $93.13 $50.58 $46.03
Top $24.04 $108.61 $58.56 $52.88

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.

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.


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

Skills Shortage

Employers that Recruited in the Last 2 Years

31%
31%

Recruiting Employers that Experienced Hiring Difficulties

18%
18%

Employers with Unfilled Vacancies of over 4 Months

3%
3%

Vacancy Rate

2%
Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies

Updated Mar 31, 2018. 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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