Advertising & Marketing Job Trainings and Advancement

[Benefito]

A wide range of educational backgrounds is suitable for entry into
advertising, marketing, promotions, public relations, and sales
managerial jobs, but many employers prefer those with experience in
related occupations plus a broad liberal arts background. A bachelor's
degree in sociology, psychology, literature, journalism, or
philosophy, among other subjects, is acceptable. However, requirements
vary, depending upon the particular job.

For marketing, sales, and promotions management positions, some
employers prefer a bachelor's or master's degree in business
administration with an emphasis on marketing. Courses in business law,
economics, accounting, finance, mathematics, and statistics are
advantageous. In highly technical industries, such as computer and
electronics manufacturing, a bachelor's degree in engineering or
science, combined with a master's degree in business administration,
is preferred.

For advertising management positions, some employers prefer a
bachelor's degree in advertising or journalism. A course of study
should include marketing, consumer behavior, market research, sales,
communication methods and technology, and visual arts—for example, art
history and photography.


For public relations management positions, some employers prefer a
bachelor's or master's degree in public relations or journalism. The
applicant's curriculum should include courses in advertising, business
administration, public affairs, public speaking, political science,
and creative and technical writing.

For all these specialties, courses in management and the completion of
an internship while the candidate is in school are highly recommended.
Familiarity with word-processing and database applications also is
important for many positions.

Computer skills are vital because marketing, product promotion, and
advertising on the Internet are increasingly common. Also, the ability
to communicate in a foreign language may open up employment
opportunities in many rapidly growing areas around the country,
especially cities with large Spanish-speaking populations.

Most advertising, marketing, promotions, public relations, and sales
management positions are filled by promoting experienced staff or
related professional personnel. For example, many managers are former
sales representatives, purchasing agents, buyers, or product,
advertising, promotions, or public relations specialists. In small
firms, where the number of positions is limited, advancement to a
management position usually comes slowly. In large firms, promotion
may occur more quickly.

Although experience, ability, and leadership are emphasized for
promotion, advancement can be accelerated by participation in
management training programs conducted by larger firms. Many firms
also provide their employees with continuing education opportunities—
either in-house or at local colleges and universities—and encourage
employee participation in seminars and conferences, often held by
professional societies. In collaboration with colleges and
universities, numerous marketing and related associations sponsor
national or local management training programs. Course subjects
include brand and product management, international marketing, sales
management evaluation, telemarketing and direct sales, interactive
marketing, promotion, marketing communication, market research,
organizational communication, and data-processing systems procedures
and management. Many firms pay all or part of the cost for employees
who successfully complete courses.

Some associations offer certification programs for these managers.
Certification—an indication of competence and achievement—is
particularly important in a competitive job market. While relatively
few advertising, marketing, promotions, public relations, and sales
managers currently are certified, the number of managers who seek
certification is expected to grow. Today, there are numerous
management certification programs based on education and job
performance. In addition, The Public Relations Society of America
offers a certification program for public relations practitioners
based on years of experience and performance on an examination.

Persons interested in becoming advertising, marketing, promotions,
public relations, and sales managers should be mature, creative,
highly motivated, resistant to stress, flexible, and decisive. The
ability to communicate persuasively, both orally and in writing, with
other managers, staff, and the public is vital. These managers also
need tact, good judgment, and exceptional ability to establish and
maintain effective personal relationships with supervisory and
professional staff members and client firms.

Because of the importance and high visibility of their jobs,
advertising, marketing, promotions, public relations, and sales
managers often are prime candidates for advancement to the highest
ranks. Well-trained, experienced, and successful managers may be
promoted to higher positions in their own or another firm; some become
top executives. Managers with extensive experience and sufficient
capital may open their own businesses.

Source:
Bureau of Labor Statistics, U.S. Department of Labor, Occupational
Outlook Handbook, 2006-07 Edition, Advertising, Marketing, Promotions,
Public Relations, and Sales Managers, on the internet at
http://www.bls.gov/oco/ocos020.htm (visited November 16, 2006).

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