Ministry of Business and Innovation - Occupation Outlook

Occupation Outlook | Main MBIE Site

Marketing and Advertising Professionals

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Income
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Fees
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Job Prospects

Job Prospects... At a glance

Job prospects in advertising and marketing are relatively good. Demand for people with digital marketing skills is strong, whereas demand for general marketing skills is decreasing. The number of positions in the industry is rising, but the competition for entry-level jobs is tough. Income is good.

How to become a marketing or advertising professional

What they do

The primary function of marketing is to identify and satisfy customer needs efficiently and profitably. Marketers can have a range of roles when it comes to identifying opportunities for a product to meet the needs and wants of potential customers. There are further roles around developing and marketing that product to a specific customer group. In addition, marketing professionals use many and varied communication tools to create awareness and trial products; they can then measure the success of their marketing activities.

In doing this kind of work, marketing professionals need to be insightful, be able to think strategically, be able to put themselves into the position of the customer, and be able to figure out how to satisfy the needs of the customer.

Qualifications needed

Many employers require a relevant tertiary qualification, such as a degree or diploma in marketing and advertising. Related qualifications are also accepted, such as communications, media studies or psychology.

Conjoint degrees (doing a double-degree, that is, a marketing degree plus one other) can be very useful. A double-degree enables you to gain skills in disciplines that you can use alongside your marketing skills. Other disciplines that are very relevant to the work of marketing include finance, logistics, statistics, and information technology.

For advertising creative roles (such as graphic design and copywriting) most employers will need a portfolio of work or proven advertising experience.

Cost of study

Bachelor of Commerce/Business/Data AnalyticsDiploma in Marketing/Advertising
$18,600 over three years $11,400 over two years

Average costs in 2015/16 for a domestic student. Costs vary between institutions. Further costs include materials, textbooks, and accommodation.

Rents vary from place to place. Estimated market rents by region, city and suburb are available on the MBIE Tenancy Services website.

The StudyLink website provides general budget advice for students, and the Sorted website provides help with detailed budget planning.

Tenancy Services: www.tenancy.govt.nz/rent-bond-and-bills 
StudyLink: www.studylink.govt.nz 
Sorted: www.sorted.org.nz/calculators/money-planner 

Professional organisations

The Communication Agencies Association of New Zealand (CAANZ) and the Marketing Association (MA) offers internships for students looking to enter the marketing/ advertising profession. The two associations focus mainly on marketing assistants, digital/CRM (customer relationship management) specialists, and account management and media roles. CAANZ also provides a useful overview of the types of jobs available in advertising. The MA also offers certificate programmes in marketing, mentoring opportunities, as well as professional accreditation that has international recognition.

CAANZ: caanz.co.nz 
The Marketing Association: www.marketing.org.nz

Where to study

Most universities and polytechnics provide courses in marketing and/or advertising. Correspondence courses are available for people living outside of the main centres. Industry associations like the Marketing Association offer professional certificate and diploma programmes.

Professional accreditation

Marketing professionals may get professional accreditation through the Marketing Association, the professional body for marketers in New Zealand. To become an Associate you must have completed a qualification in marketing, and commit to do 35 hours work of professional development in marketing each year.

Those accredited at either MCIM (Full member) or FCIM level (Fellow) can become chartered marketers by joining the Chartered Continuing Professional Development (CPD) programme and committing to 35 hours of CPD for two consecutive years. CPD submissions to gain or retain chartered status can be made in July of each year. There is no extra fee to gain chartered status, only an annual commitment to undertake professional development hours. There are more than 300 professionally accredited marketers in New Zealand and 140 Chartered Marketers.

Completed qualifications

The number of students completing advertising and marketing professional qualifications grew slightly from 1,605 in 2012 to 1,620 in 2014 (up 0.9%). The most common qualification remains a bachelor’s degree in the field of marketing (1,390 students completed this degree in 2014).

Qualification completions chart

Source: Ministry of Education

Income and employment prospects

Income

In 2016, the average income for marketing and advertising professionals was estimated to be around $74,000.

Estimated Average Income
$74,000

Source: MBIE estimates based on Statistics NZ Census and Labour Cost Index.  

Employment and skill shortages

Marketing and advertising and professionals’ employment

HistoricProjected Growth
2006 2013 2020 2025
8,196 9,147 12,077 14,022
  1.6% 4.0% 3.0%

Source: Statistics NZ Census and MBIE projections. Percentages are compound annual growth rates.
*Growth projections are for the broader category “Sales, Marketing and Public Relations Professionals”.

Employment in the broader category ‘Sales, marketing and public relations professionals’, grew 1.6% between 2006 and 2013, and out to 2024 is projected to grow at more than 3% per year.

Employment chart

Source: Statistics NZ Census and MBIE projections

Outcomes after qualification completion*

OverseasIn further studyReceiving a benefitIn employmentMedian Salary
18% 16% 1% 78% $43,900

Source: Ministry of Education
*Two years after completion of Bachelor Degree - Sales & Marketing. ‘Overseas’ refers to the percentage of ALL graduates completing this qualification. Other indicators refer only to graduates living in New Zealand.

Two years after graduation, a large majority of people with a bachelor’s degree in sales and marketing were in employment. Quite a few were overseas, while the percentage of people that were in further study was low compared to other occupations. The median salary was around $43,900 two years after graduation.

Where to find job vacancies

The number of online job vacancies for marketing and advertising professionals followed the trend for all vacancies quite closely between 2008 and 2016. Since 2010, as the economy has improved, the number of jobs advertised for both marketing and advertising professionals has increased.

Jobs advertised chart

Source: Ministry of Business, Innovation & Employment

Marketing and vacancies are advertised through websites such as Trade Me Jobs and Seek and, increasingly, through social media like LinkedIn.

Trade Me Jobs: www.trademe.co.nz/jobs 
Seek: www.seek.co.nz 
LinkedIn: nz.linkedin.com  

Career path

Your career progression will be largely determined by the experience you gain. Promotion to Marketing Manager usually comes after gaining 3 to 10 years of experience. Even more senior positions like Marketing Director and Chief Marketing Officer (CMO) often need 10-15 years of experience.

Marketing Managers need to get experience across a number of areas, for example, digital marketing, event management, direct marketing, advertising, and public relations.

How do you get this experience? One way is by working in a marketing agency/consultancy that works with several different clients; this can help you get a broad skill set in a fairly short time. Another way to get a broad skill set is to move within in-house departments.

Related occupations

The following occupations are related roles or alternative titles. Some of the roles may require a higher level of skill than entry-level marketing and advertising professionals.

  • Advertising Specialist
  • Advertising, Sales, or Marketing Manager
  • Brand Manager
  • Digital Marketing Specialist
  • Market Research Analyst
  • Marketing Consultant
  • Marketing Specialist
  • Public Relations Professional

Other information

Links

More information on advertising and marketing professionals is available on the Careers New Zealand website. The Communications Agencies Association and the Public Relations Institute also have information on their websites.

Careers NZ: www.careers.govt.nz 
CAANZ: www.caanz.co.nz/index.php 
Public Relations Institute: www.prinz.org.nz/About/About_PRINZ

ANZSCO

The Australian New Zealand Standard Classification of Occupations (ANZSCO) is the official classification of occupations in New Zealand.

The occupation of marketing and advertising professionals has been coded to the following ANZSCO code for the purpose of this report:

2251 – Advertising and Marketing Professionals