• Careers and Employment Outlook

    Employment change. Overall employment of advertising, marketing, promotions, public relations, and sales managers is expected to increase by 13 percent through 2018. Job growth will be spurred by competition for a growing number of goods and services, both foreign and domestic, and the need to make one’s product or service stand out in the crowd. In addition, as the influence of traditional advertising in newspapers, radio, and network television wanes, marketing professionals are being asked to develop new and different ways to advertise and promote products and services to better reach potential customers.

    Sales and marketing managers and their departments constitute some of the most important personnel in an organization and are less subject to downsizing or outsourcing than are other types of managers, except in the case of companies that are consolidating. Employment of these managers, therefore, will vary primarily on the basis of the growth or contraction in the industries that employ them. For example, if, as is expected, the number of automobile dealers declines over the next decade, these major employers of sales managers will need fewer of them. Employment of marketing managers will grow about as fast as average at 12 percent between 2008 and 2018, and that of sales managers will grow faster than average at 15 percent over the same period.

    Advertising and promotions managers are expected to experience little or no change in employment from 2008 to 2018. Despite large declines in the number of advertising managers in recent years, due mainly to the sharp reduction in the number of advertising agencies and newspaper and periodical publishers, which employ the greatest numbers of these managers, advertising and promotions managers are not expected to experience similar declines in the future. Because advertising is the primary source of revenue for most media, advertising departments are less affected in a downturn. An expected increase in the number of television and radio stations and a sharp increase in the amount of advertising in digital media, such as the Internet and wireless devices will generate a need for advertising managers to oversee new and innovative advertising programs. A number of these advertising managers will be self-employed.

    Public relations managers are expected to see an increase in employment of 13 percent between 2008 and 2018, which is about as fast as average for all occupations, as organizations increasingly emphasize community outreach and customer relations as a way to enhance their reputation and visibility. Especially among the growing number of nonprofit organizations, such as education services, business and professional associations, and hospitals, where many of these workers are employed, public relations managers will be charged with promoting the mission of the organization and encouraging membership or use of the organization’s services.

    Job prospects. Most job openings for this occupation will be due to the need to replace workers who leave the occupation or retire. However, advertising, marketing, promotions, public relations, and sales manager jobs are highly coveted and are often sought by other managers or highly experienced professionals, resulting in keen competition. College graduates with related experience, a high level of creativity, and strong communication and computer skills should have the best job opportunities. In particular, employers will seek those who have the skills to conduct new types of advertising, marketing, promotions, public relations, and sales campaigns involving new media, particularly the Internet.

    Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2010-11 Edition, Advertising, Marketing, Promotions, Public Relations, and Sales Managers, on the Internet at http://www.bls.gov/oco/ocos020.htm(visited October 25, 2011).