The Marketing cluster is about planning, managing and performing marketing activities to reach organizational objectives. Marketing-related jobs are vital for companies, nonprofit groups, and organizations. Job duties in this career cluster can include brand promotion, sales, merchandising, marketing communications, and market research. As companies find it increasingly important to focus on community outreach and customer relations, the need for public relations specialists and mangers will increase. Employment opportunities for market research analysts will grow by 32 percent to a total of nearly 131,500 new jobs by 2022.
Employment Projections: 2012-2022
The Marketing Cluster, which employed nearly 426,000 Virginians in 2012, is expected to employ 43,000 more Virginia workers in 2022, for a total of nearly 469,000. This represents 10 percent growth over the decade, slightly exceeding the anticipated national average growth of 8 percent among all occupations in this cluster, a figure based on Trailblazers analysis of information from Bureau of Labor Statistics.
For more information on occupations in the Marketing Cluster, visit Trailblazers – Career and Technical Education in Virginia (PDF).
What They Make...
2013 Median Wage
2022 Projected Employment
Predominant Level of Education
Employed in Virginia
|Retail Salespersons||$20,470||138,054||High School diploma||125,224|
|Cashiers||$18,810||96,511||High School diploma||91,899|
|Retail Sales Supervisors||$37,960||45,853||High School diploma & work experience||43,510|
|Sales Representatives, Except Tech/Scientific||$55,530||33,338||Bachelor's degree or more & training; Certification||30,260|
|Real Estate Sales Agents||$44,190||22,960||Bachelor's degree or more & training; Certification||20,378|
|Market Research Analysts and Specialists||$63,650||19,893||Bachelor's degree or more||14,346|
|Driver/Sales Workers||$21,520||15,078||High School diploma||13,667|
|Supervisors of Non-Retail Sales Workers||$79,450||10,510||Bachelor's degree or more & work experience||10,396|
|Counter and Rental Clerks||$27,170||10,383||High School diploma||9,572|
|Sales Representatives, Tech/Scientific||$83,500||9,549||Bachelor's degree or more & training; Certification||8,231|
|Public Relations Specialists||$64,540||8,848||Bachelor's degree or more & training; Certification||7,463|
|Sales Managers||$121,680||6,866||Bachelor's degree or more & work experience||6,193|
|Telemarketers||$21,170||5,964||High School diploma||5,506|
|Marketing Managers||$142,730||5,431||Bachelor's degree or more & work experience||4,584|
|Advertising Sales Agents||$47,380||3,245||Bachelor's degree or more & training; Certification||3,111|
|Real Estate Brokers||$49,350||3,041||Bachelor's degree or more & work experience||2,621|
|Wholesale and Retail Buyers||$56,330||2,975||Some college; Associate degree & training; Certification||2,815|
|Merchandise Displayers||$28,850||2,676||Some college; Associate degree & training; Certification||2,369|
|Public Relations and Fundraising Managers||$124,990||1,795||Bachelor's degree or more & work experience||1,552|
|Advertising and Promotions Managers||$88,230||430||Bachelor's degree or more & work experience||393|
Wage data: United States Bureau of Labor Statistics, May 2013 State Occupational Employment and Wage Estimates: Virginia.
Employment projections data: Virginia Employment Commission, Virginia Occupational Employment Projections 2012-2022.
Predominant education level: Trailblazers through the Demographics and Workforce Section of the Weldon Cooper Center for Public Service at the University of Virginia.
Career Cluster Planning
A resource for counselors, administrators, and educators
CTE Administrative Planning Guide (APG) – includes information to help local school divisions plan and schedule instructional programs. The APG is organized by career clusters, with a complete listing of courses, concentration sequences, and credentials available to students as they plan for career entry and continuing education. Users may access course information by cluster or by searching for specific courses or certifications.
Career Planning Guide – includes an easy way for students and counselors to look for courses to further career goals. One can search for occupations, browse by Career Clusters or favorite academic subjects.
Information and tips for instructional leaders, administrators, counselors and teachers/faculty for creating a career pathway academic and career plan of study.
Sample Academic and Career Plans of Study
School divisions are asked to develop sample plans of study based on the courses offered within their schools, the employment needs of the region, and the post-high school educational opportunities needed for these careers. Once these sample plans are developed, they can be customized to the needs of individual students so that all students have the opportunity to have an individualized academic and career plan of study.
Sample Pathway Plans of Study for Marketing:
- Marketing Communications (Word)
- Marketing Management (Word)
- Marketing Research (Word)
- Merchandising (Word)
- Professional Sales (Word)
- Blank Plan of Study (with fields) (Word)
Also see Sample Plans of Study for all clusters and pathways.
Report: Education, Employment and Earnings: Analyzing Data from Marketing
Cluster Analysis Document for Virginia
- National Retail Federation
- American Association of Advertising Agencies
- Sales and Marketing Executive International
The Career Clusters logo and its extensions are the property of the National Career Technical Foundation, as managed by NASDCTEc. Some content on this page is from the publication, R U College & Career Ready? - 2016 Edition; and is used here with permission from the Virginia Business Publications LLC and Trailblazers in the Demographics and Workforce Section of the Weldon Cooper Center for Public Service at the University of Virginia.