Most commonly reported Work Activities

•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
•   Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

Most commonly reported Work Tasks

• Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
• Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
• Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.
• Coordinate with the media to disseminate advertising.
• Coordinate activities of departments, such as sales, graphic arts, media, finance, and research.
• Plan and execute advertising policies and strategies for organisations.
• Direct, motivate, and monitor the mobilisation of a campaign team to advance campaign goals.
• Prepare budgets and submit estimates for program costs as part of campaign plan development.
• Contact organisations to explain services and facilities offered.
• Monitor and analyse sales promotion results to determine cost effectiveness of promotion campaigns.

This occupation is typically suited for people with the following Career Interests:

 Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

 Creative

Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.

Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.

 Linguistic

The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.

There are many pathways into a career in advertising. Courses and experience in marketing, media and communications will all be relevant starting points.

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: business admin, customer service, sales associate, project, supervisory management, digital marketing.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: business, sales, marketing, commerce, social media, public relations, management, marketing, journalism, digital media, digital marketing.

Search for PLC Courses

Apprenticeships: 
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.

Examples: Sales, Auctioneering, Recruitment.

Search for Apprenticeships

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: business, commerce, marketing, advertising, digital, media, public relations, event management with public relations, social media, communications.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: sales, business, marketing, journalism, public relations, strategic communications, new media.

Search for Postgraduate Courses

Salary Range (thousands per year)* €35k - €75k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
Sigmar / Morgan McKinley/ Prosperity/ Lincoln/ Clark/ Excel/ Sigmar

Last Updated: March, 2024

Note: The following information relates to occupations that include: Marketing and sales directors; Purchasing managers and directors Advertising; public relations directors.  

This information has been derived from the Solas National Skills Bulletin (2023).

Employment grew strongly for this occupation between 2021 and 2022, resulting in an above average annual growth rate for the five-year period. In the CSO Census data for 2022, marketing and sales directors accounted for 52% of employment in this occupation, purchasing managers/directors for 41%, and advertising and public relations directors for 8%.

The difficult-to-fill mentions in the Recruitment Agency Survey related to procurement managers. Employers (Skills for Growth and Spotlight on Skills) have pointed to difficulties in recruiting marketing managers, with digital marketing (including social media), communication and leadership skills in particular demand, Employment permits were primarily issued for sales/marketing directors in ICT, and procurement and supply chain managers/directors across various sectors. However, the number of advertisements in the OVATE data declined for this occupation between 2021 and 2022. Demand is likely to persist, particularly for those with digital advertising/marketing and sales skills, although the restructuring currently taking place in the broad ICT sector may dampen future growth.

• Association of Advertisers in Ireland

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