The Marketing cluster flexes your creative skills for a career in advertising, public relations, sales, or planning. This Career Cluster will prepare you to work on projects such as promotional campaigns, event planning and new sales techniques.
Market research analysts are expected to have favorable job prospects. Businesses will need more data and market research to understand consumer behavior, which will drive higher employment for market research analysts. More marketing managers will continue to be needed to plan, direct, and coordinate promotional campaigns. Employment of public relations (PR) specialists also is expected to rise due to the increased use of social media. PR specialists can help clients use social media sites, like Twitter and Instagram, effectively.
Employment Projections: 2016-2026*
The Marketing cluster, which employed nearly 461,300 Virginians in 2016, is expected to employ about 23,000 additional people by 2026, for a total of about 484,300 workers. Based on Trailblazers analysis of data from the Bureau of Labor Statistics, this represents 5 percent growth over the decade in the commonwealth, slightly exceeding the anticipated national average growth of 4 percent among all occupations in this cluster.
*NOTE: The methodology for classifying occupations within the cluster/pathway system has been updated since the previous data cycle (2014-24), so 2016-26 Trailblazers employment projection data may not be comparable to data from previous cycles.
For more information on occupations in the Marketing Cluster, visit Trailblazers – Career and Technical Education in Virginia (PDF).
|Selected Occupation(s)||Employed in Virginia
|2017 Median Wage||Predominant Level of Education|
|Retail Salespersons||123,527||$22,630||Associate/Some college & Training/Certification|
|Cashiers||108,920||$19,170||High School Diploma & Training/Certification|
|First-Line Supervisors of Retail Sales Workers||41,615||$40,490||Associate/Some college & Work experience|
|Sales Representatives, Wholesale and Manufacturing, Except Technical and Scientific Products||31,105||$59,830||Bachelor's or more & Training/Certification|
|Sales Representatives, Services, All Other||29,206||$62,520||Bachelor's or more & Training/Certification|
|Market Research Analysts and Marketing Specialists||19,241||$67,210||Bachelor's or more|
|Real Estate Sales Agents||15,247||$49,310||Bachelor's or more & Training/Certification|
|Counter and Rental Clerks||13,995||$26,930||High School Diploma & Training/Certification|
|Driver/Sales Workers||11,681||$22,310||High School Diploma & Training/Certification|
|First-Line Supervisors of Non-Retail Sales Workers||10,846||$81,080||Bachelor's or more & Work experience|
- Wage data: United States Bureau of Labor Statistics, Virginia Occupational Employment and Wage Estimates, May 2017.
- Employment projections data: Virginia Employment Commission, Virginia Long-Term Occupational Projections, 2016-2026.
- 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? - 2017 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.