Sales, Distribution and Marketing Operations, General
CIP Code 52.1801
Advertising, marketing, promotions, public relations, and sales managers coordinate their companies’ market research, marketing strategy, sales, advertising, promotion, pricing, product development, and public relations activities. Sales managers direct sales programs. They assign sales territories, set goals, and establish training programs for the sales representatives. Sales managers advise the sales representatives on ways to improve their sales performance. Sales managers maintain contact with dealers and distributors. They analyze sales statistics to determine sales potential and inventory requirements and to monitor customers’ preferences.
Substantial travel may be involved. Sales managers travel to national, regional, and local offices and to the offices of various dealers and distributors. Advertising and promotion managers may travel to meet with clients or representatives of communications media. At times, public relations managers travel to meet with special interest groups or government officials. Job transfers between headquarters and regional offices are common, particularly among sales managers.
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. For marketing, sales, and promotions management positions, some employers prefer a bachelor or master degree in business administration with an emphasis on marketing. Courses in business law, management, economics, accounting, finance, mathematics, and statistics are advantageous. Additionally, the completion of an internship while the candidate is in school is highly recommended. In highly technical industries, such as computer and electronics manufacturing, a bachelor degree in engineering or science, combined with a master degree in business administration, is preferred.
Familiarity with word processing and database applications is important for most 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.
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.
Version C: Graduation Years 2016, 2017, 2018
Version D: Graduation Years 2019, 2020, 2021
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