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 Projections: 2010-2020
Marketing is a very large career cluster. Employing over 19 million workers, it is second only to Business Management and Administration. The Bureau of Labor Statistics (BLS) projects that employment in Marketing occupations will grow by about 13 percent between 2010 and 2020, about the national average rate.The report Employment Projections for Marketing, 2010-2020 includes data on occupations growing faster that the nation average, pathways employment overview, occupations with the most job openings, and employment projections.
What They Make...
Occupations in this cluster and what they make in Virginia
Employed in VA
Typical entry-level Education
|Advertising and promotions managers||320||$43K–$187K+||Bachelor's degree|
|Advertising sales agents||2,890||$23K–$103K||High school diploma|
|Cashiers||91,750||$16–$27K||Less than high school|
|Market research analysts||13,760||$33K–$114K||Bachelor's degree|
|Marketing managers||4,400||$73K–$187K+||Bachelor's degree|
|Public relations managers||1,500||$52K–$180K||Bachelor's degree|
|Public relations specialists||7,050||$31K–$101K||Bachelor's degree|
|Real estate sales agents||9,760||$21K–$96K||High school diploma|
|Retail salespersons||123,150||$17K–$39K||Less than high school|
|Telemarketers||5,530||$17K–$39K||Less than high school|
110th to 90th percentile
Source: U.S. Bureau of Labor Statistics
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.
- 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? - 2014 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.