Bachelor of Commerce (Digital Marketing) - Postsecondary ...

Section 3. Marketing Outlook
This section provides national, provincial and regional employment forecasts for Marketing occupations.
The section also presents findings from interviews with local employers about labour market needs for
graduates of Marketing programs.
There are various occupations in the field of marketing, including marketing consultants, marketing
managers, and marketing researchers. This summary presents labour market information for
Professional Occupations in Business Services to Management (NOC 1122), and Sales, Marketing and
Advertising Managers (NOC 061).
Professional Occupations in Business Services to Management is a broad category encompassing a wide
range of professional occupations. The category includes those who provide services to management
such as analyzing the operations, managerial methods or functions of an organization in order to
propose, plan and implement improvements, or analyzing advertising needs and developing appropriate
advertising plans. They are often employed by management consulting firms, advertising agencies and
throughout the public and private sectors, or they are self‐employed. Some of the job titles in this
category which apply to marketing professional include: Marketing Specialist‐Advertising, Product
Manager‐Marketing, Senior Marketing Consultant, Service Manager‐Marketing Support, and Advertising
Specialist.
Sales, Marketing and Advertising Managers plan, organize, direct, control and evaluate the activities of
establishments or departments involved in commercial, industrial and wholesale sales, marketing,
advertising and public relations. Common employers of Sales, Marketing and Advertising Managers are
wholesalers, advertising firms, marketing and public relations consulting firms, commercial
establishments, financial services, insurance and investment firms, and industrial establishments.
Common job titles for these occupations include: Marketing Coordinator, Marketing Director, Marketing
Manager, Corporate Sales Manager, Advertising Director, Promotions Manager, Export Sales Manager,
E‐Commerce Manager, E‐Business Development Manager, and Director of Communications.
Drivers of employment growth for marketing consultant and manager occupations include:
Employment trends in this occupational group are directly related to consumer/business
spending and follow the business cycles, with business spending on marketing and advertising
declining during economic downturns and rebounding with economic upturns.
Emerging markets account for an increasing share of marketing and advertising expenditures.
The growth of foreign competition and increasing operations in foreign markets will require
increased knowledge of international business practises as well as international marketing and
advertising.
The growth of e‐commerce and demand for new skills such advertising, marketing, promotions,
public relations, and sales activities using the Internet and for technical skills such as information
technology.
The Sarnia‐Lambton Industrial Alliance, formed in 2010 with funding from the National Research
Council, provides an example of the kind of initiative that is stimulating demand for marketing specialists
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LKSB Degree Program Feasibility Study • 2011