Preparing For\ Career Success in Marketing, Sales and Service CAREER CLUSTERS— FOCUSING EDUCATION on the FUTURE

CAREER CLUSTERS—FOCUSING EDUCATION ON THE FUTURE

Preparing for\ Career Success in Marketing, Sales and Service CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

learners in assessing their educational goals, interests, abilities and skills to facilitate a good match to the cluster’s many pathway options. Learners participate in relevant educational Career Clusters Prepare All Students for opportunities framed in the context of the cluster. They College, Technical Training and Careers gain knowledge and skills through coordinated workplace learning experi- ences such as site visits, job areer Clusters prepare learners of all ages for the shadowing and internships. information age as schools, colleges and employ- If they choose, they may skills. Education and training achieve valuable skill can be obtained in high ers strive for higher achievement in science, certiﬁ cations that lead to schools, technical colleges, employment. Colleges and math and communication. One key to improving two-year community universities offer advanced colleges, four-year colleges/ degrees and industry learner achievement is providing learners with universities and career certiﬁ cations that prepare technical schools/institutes. relevant contexts for studying and learning. learners for professional and Along the way, career technical careers. Career Clusters offer these contexts by linking guidance professionals assist school-based learning with the knowledge and skills required for continued success.

The Concept of Career Clusters How to Pursue Education and Career Clusters identify the Training in Marketing, Sales and knowledge and skills learners need as they follow a pathway Service There are thousands of toward their career goals. challenging educational and The knowledge and skills training opportunities within identiﬁ ed form a strong basis the high-skilled world of for learner success whether Marketing, Sales and Service. the learners are in high Learners need a solid school, college, technical background in communica- training or in the workplace. tion, math and technical

2 3 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

Career Pathways at a Glance What Is the Marketing, Sales and Service he Marketing, Sales and Service Career Career Cluster? Cluster is divided into seven pathways. This diverse Pathways are grouped by the knowledge Career Cluster T prepares learners and skills required of occupations in these for careers in career ﬁ elds. Each pathway provides instruc- planning, manag- ing and performing tion as a basis for success in an array of careers marketing and educational pursuits. activities to reach o r g a n i z a t i o n a l S CA ALTIE REER objectives. ECI SP SP EC R IA E LT E ILLS PAT R NDSK HWAYK IE GEA NOW A ED LE S C WL DG NO EA YK ND A S C Employment W KI A S TH L E A LS R I P Management and T P E S E-Marketing A Outlook L L Entrepreneurship T E IL H K W R A S I A According D Y S C N K A N P E E O G W to the latest E P D L E E L C S D

W G I

O E statistics, Distribution Professional A R N Cluster A K N

Y and Logistics Sales and D A T

S there are

Marketing I

L R

Knowledge E

A S S

A 16 million P

& Skills A

Marketing T jobs in sales C

L H

I A

S Buying and

K Information

E and related occupations. D

Management Merchandising K N N E

T O

E W E

G and Research

L Advertising, marketing, D R

A D

Marketing G W

E S

O C

N N

K promotions, public

E Communications Y

E A

C H

T S and Promotion S

I relations and sales

L H

K A

S Y

T K D

N N O A E W E G L E D

I E

R managers hold more than S

S 700,000 jobs. Over

R E

T E L R

I S C P E 300,000 high-paying management positions are likely to be available The Seven Pathways over the next decade. n be sought for managerial n Management and Marketing Information Employment opportunities positions in sales, logistics, Entrepreneurship Management and Research for retail salespeople are n management information n Professional Sales and Distribution and Logistics expected to be good. n systems, marketing and Marketing E-Marketing Individuals with a college e-marketing. n Buying and Merchandising degree or computer skills will n Marketing Communications and Promotion

4 5 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

Management and Credentials Employment Outlook n Community colleges, tech- Based on the latest statistics, Entrepreneurship nical institutes and career there are approximately fi ve technical schools offer million management and Overview one-, two-, and three-year entrepreneurship jobs People with careers in programs in business, busi- (excluding Administrative management and entre- ness administration, busi- Support Representatives). preneurship formulate ness management, policies and direct the marketing, entre- operations of businesses and preneurship and small busi- corporations, nonprofi t ness management. institutions and other organizations. In small fi rms, the owner or chief executive offi cer may assume all advertising, promotions, marketing, sales and public relations responsibilities. In large fi rms, which may offer numerous products and services nationally or even worldwide, an executive vice president directs overall advertising, promotions, Employment is expected marketing, sales and to grow about as fast as p u bl i c r e l a t i o n s p o l i c i e s . n Four-year colleges and the average for all universities offer degree occupations through Sample Occupations programs in management, 2010. Earnings vary n Chief Executive Offi cer marketing and business widely by industry, by n Entrepreneur administration. occupation, by type and n Franchisee n Advancement is acceler- level of responsibilities n Independent Distributor ated by participation in a n d by e x p e r i e n c e . n Owner company training The current trend n Partner programs, training pro- toward entrepreneurial n President grams sponsored by var- careers makes this n Small Business Owner ious industry and trade pathway very popular. associations, and confer- ences and seminars.

6 7 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

Professional Sales Credentials Employment Outlook n Community colleges, tech- Sales positions in all and Marketing nical institutes and career sectors account for more technical schools offer one-, than eight million jobs. Sales Overview two-, and three-year pro- positions are expected to Employees in grams in business, business grow over the coming professional sales administration, marketing, decade; however, the growth and marketing are retail management, sales, is concentrated in the involved in the customer service and small lower-level positions. transfer of goods and business management. Positions for retail sales services in the managers and economy, both to wholesale sales businesses and to managers are individual consumers. expected to grow slowly or not at all. Increased use of technology in sales positions has increased the responsibilities for members of the sales staff and decreased the need for some of the managerial oversight. This has increased the Sample Occupations number of jobs for frontline staff and n Account Executive decreased the n Broker n Four-year colleges and number of upper-level n Field Representative universities offer degree positions. Earnings vary n Regional Sales programs in management, Manager widely by industry, by marketing and business occupation, by type and level n Retail Sales Specialist administration. of responsibilities, and by n Sales Executive n Sales and Marketing Exec- experience. n Technical Sales utives International offers Specialist a management certiﬁ cation

program.

8 9 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

Buying and Credentials n Four-year colleges and universities offer degree pro- Merchandising n Community colleges, tech- grams in management and nical institutes and career business administration. technical schools offer Overview one-, two-, and three-year Employees in buying programs in business, Employment Outlook Positions in buying and and merchandising business administration, purchasing account for more positions get the marketing, merchandising, than 500,000 jobs. Although product into the hands of sales, customer service and buying positions will remain the customer. This small business manage- relatively stable, other process includes forecast- ment. ing, planning, buying, merchandising careers will displaying, selling be plentiful, with literally and providing millions of opportunities customer ranging from entry-level jobs service. to management and executive positions with salaries exceeding $100,000. For example, today the median annual salary for sales managers is $68,520.

Sample Occupations n Clerk n Retail Marketing n Department Manager Coordinator n Merchandise Buyer n Sales Associate n Merchandising Manager n Store Manager n Operations Manager

10 11 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

Sample Occupations n Four-year colleges and uni- with a high number of Marketing versities offer degree pro- qualiﬁ ed applicants, competi- n Advertising Manager grams in management, tion will remain keen. Communications n Art/Graphics Director marketing, communications, Median annual salary for and Promotion n Creative Director public relations and business marketing managers is n Interactive Media Specialist administration. $71,240, while starting n Marketing Associate n The Public Relations Society salaries for advertising Overview n Public Information Director of America offers an accred- majors average $29,700. Marketing communica- n Public Relations Manager itation program for public tions and promotion n Research Specialist relations practitioners. employees plan, coordinate n Sales Representative and implement marketing strategies, advertising, Credentials Employment promotion and public Outlook relations activities. Because n Community colleges, tech- Latest statistics of the importance and high nical institutes and career indicate there are visibility of their jobs, these technical schools offer one-, more than 1.2 individuals often are prime two-, and three-year pro- million jobs in candidates for advancement. grams in business, mar- marketing and keting and small business communications. management. These jobs are expected to grow faster than the average, especially for public relations and management services; however,

12 13 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

Marketing Credentials n Technical or professional certifi cation is a way n Information Community colleges, tech- to demonstrate a level nical institutes and career of competency or Management and technical schools offer one-, quality. Product two-, and three-year pro- vendors, software Research grams in business and mar- fi rms and professional keting as well as continuing associations/ Overview education to address rapid o r g a n i z a t i o n s o f f e r Employees in marketing technological advances. certifi cations. information management and n Four-year colleges and research are concerned with universities offer degree programs in economics, Employment Outlook understanding people and The demand for market organizations. They collect business administration, information science, mar- research and marketing and analyze many different information management types of information to keting, management information systems (MIS), professionals is increasing design new rapidly. In addition to today’s products, to 500,000 positions that predict future require advanced sales and to degrees, position their own company’s strategies against those of its competitors. Sample Occupations n Brand Manager n Database Manager statistics and other related many other opportunities are buyer behavior. Starting n Director of Market Development disciplines. available. Responsibilities salaries for bachelor’s n Employers, hardware and range from maintaining degrees in management n Knowledge Management Specialist software vendors, technical customer databases to information systems average institutes, career technical interviewing customers in the $45,485, while the median n Product Planner schools and private training mall, from simple analysis of salary for market research n Research Associate institutions offer continuing customer comments to analysts is $51,190. n Research Specialist/ Manager education. high-level statistical modeling used to predict trends and n Strategic Planner, Marketing

14 15 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

Distribution and local stores. These employees and other electronic offi ce Employment Outlook have a major impact on the and business equipment. Latest statistics indicate Logistics fi nal cost of fi nished goods n Community colleges, tech- there are more than one and on an individual com- nical institutes and career million jobs in distribution and Overview pany’s ability to meet demand technical schools offer two- logistics. High levels of growth in a timely manner. year programs in engi- are predicted. Because the There is a wide range of neering technology and career options within the industry is large, many job Sample Occupations warehouse management. openings will result —not only broad fi eld of distribution and n Colleges and technical n Distribution Coordinator from employment growth but logistics. In addition to those institutes offer four-year n Inventory Manager/Analyst also from the need to replace who actually handle products degree programs in logis- n Logistics Analyst/Engineer the large number of workers and materials, professionals tics, logistics management n Logistics Manager who transfer to other plan and manage the move- and related fi elds. n Materials Manager industries or retire. Oppor- ment, storage and allotment of n Four-year colleges and n Shipping/Receiving tunities in this industry should both raw materials and universities offer degree Administrator be good for qualifi ed workers fi nished products. Employees programs in engineering n Shipping/Receiving Clerk at all levels. Although coordinate just-in-time technology, engineering and inventory of car parts for n Warehouse Manager nonsupervisory positions are distribution management relatively low-paying, there automobile assembly plants and logistics. just as they schedule delivery are many high-paying Credentials n A variety of industry and supervisory, management and of the right number of paper n Many material recording, professional towels to scheduling, dispatching and certifi cations distributing occupations are available are entry level and in logistics require a high planning and school management diploma. as well as in Employers warehousing prefer to hire and distribu- those familiar tion center with computers operations.

technical opportunities within the industry. For example, the median annual salary of database administra- tors is $51,990.

16 17 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

E-Marketing Sample Occupations programs in e-commerce, marketing, management and n Copywriter/Designer business administration. n Customer Support Specialist Overview n Product vendors, software n Employees in E-Commerce Director fi rms, and professional n e-marketing E-Merchandising Manager associations/organizations n careers use Fulfi llment Manager offer a variety of related n electronic tools On-Line Market Researcher certifi cations. to market n Site Architect products and n Web Master services. These n Web-Site Project Manager Employment Outlook According to the latest individuals may statistics, the provide e-mail number of market- campaign management ing jobs in e-mail services, search engine marketing, search optimization services and engine optimization online affi liate marketing services and p r o g r a m s . affi liate marketing programs is growing. Most employers prefer to hire someone with a degree, certifi cate or prior experience. Positions for Web designers, with 190,000 jobs, are projected to grow Credentials faster than average, but applicants face stiff competi- n Community colleges, tech- tion. Salaries for Internet- nical institutes and career related occupations range technical schools offer from $58,000 to $82,500 for one-, two-, and three-year Webmasters and $56,250 to programs in e-commerce, $76,750 for Internet/Intranet business, marketing, entre- developers. They may also design, potential markets and preneurship and small busi- develop and maintain Web monitor trends that indicate ness management. sites. Other job responsibili- the need for new products n Four-year colleges and ties may include using and services. universities offer degree electronic tools to identify

18 19 CAREER CLUSTERS— FOCUSING EDUCATION ON THE FUTURE

The 16 Career Clusters Agriculture, Food & Natural Resources Architecture & Construction Arts, A/V Technology & Communications Business, Management & Administration Education & Training Finance Government & Public Administration Health Science Hospitality & Tourism Human Services Information Technology Law, Public Safety & Security Manufacturing Marketing, Sales & Service Science, Technology, Engineering & Mathematics Transportation, Distribution & Logistics

Produced by the States’ Career Clusters Initiative.

The Career Clusters Initiative was designed and developed under a cooperative agreement with the Offi ce of Vocational and Adult Education, U.S. Department of Education. The fi ndings and opinions expressed in this brochure do not necessarily refl ect the position or policies of the U.S. Department of Education. References:

Marketing, Sales and Service Advisory Committee July 2002