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.
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.
According to the latest information from the New Zealand and Australian online job ads, some of the top skills employers look for include:
Source: Burning Glass Technologies’ Labor Insight™ Real-time Labor Market Information tool
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.
|Bachelor of Commerce/Business/Data Analytics||Diploma in Marketing/Advertising|
|$19,500 over three years||$11,400 over two years|
Average costs in 2018 for a domestic student. Costs vary between institutions. First time students may be eligible for fees-free tertiary education for their first year of study, which will reduce the total cost. For more information about fees-free eligibility, go to feesfree.govt.nz. Some polytechnics may have a zero-fees scheme. 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.
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.
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.
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.
The number of students completing advertising and marketing professional Level 5, 6, 7 certificates or diplomas rose sharply in 2016. 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
In 2017, the average income for marketing and advertising professionals was estimated to be around $76,300.
|Estimated Average Income|
Source: MBIE estimates based on Statistics NZ Census and Labour Cost Index.
Marketing and advertising and professionals’ employment
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 2026 is projected to grow at 2.8% per year.
Source: Statistics NZ Census and MBIE projections
|Overseas||In further study||Receiving a benefit||In employment||Median Salary|
Source: Tertiary Education Commission
*Three years after completion of Bachelor Degree - Sales & Marketing.
Three 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 $52,000 three years after graduation.
The number of online job vacancies for marketing and advertising professionals followed the trend for all vacancies quite closely between 2011 and 2017. 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.
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.
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.
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.
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