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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.

  • 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 Dec 16, 2016

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
  • work with vendors and advertising agencies
  • 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
Updated Dec 16, 2016

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.

  • Strength Required Lift up to 5 kg
Skills & Abilities
Updated Dec 16, 2016

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 statistical information to create short-term and long-term strategies and budgets 
  • 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
Updated Dec 16, 2016

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, experience in sales, customer service, social media, event planning, branding, professional writing, mangement of promotional events or advertising). 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). 

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

Grande Prairie Regional College

Grant MacEwan University

Northern Alberta Institute of Technology

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 Dec 16, 2016

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

Employment & Advancement
Updated Dec 16, 2016

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 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 10,300 Albertans are employed in the Sales marketing and advertising managers ccupational group. This group is expected to have an average annual growth of 1.7% from 2016 to 2020. As a result, 175 new positions are forecast to be created each year, in addition to job openings created by employment turnover. Note: As marketing managers form only a part of this larger occupational group, only some of these newly created positions will be for marketing managers.

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

Wage & Salary
Updated Dec 16, 2016

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

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 High School Subjects
  • English Language Arts
  • Mathematics
  • Business, Administration, Finance and IT
    • Management and Marketing
  • Health, Recreation and Human Services
    • Human and Social Services
    • Legal Studies
Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies

Updated Mar 20, 2014. 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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