Most commonly reported Work Activities

•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Analysing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
•   Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.
•   Processing Information Compiling, coding, categorising, calculating, tabulating, auditing, or verifying information or data.
•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   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.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

Most commonly reported Work Tasks

• Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
• Collect and analyse data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
• Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
• Measure and assess customer and employee satisfaction.
• Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
• Measure the effectiveness of marketing, advertising, and communications programmes and strategies.
• Seek and provide information to help companies determine their position in the marketplace.
• Forecast and track marketing and sales trends, analysing collected data.
• Gather data on competitors and analyse their prices, sales, and method of marketing and distribution.
• Monitor industry statistics and follow trends in trade literature.

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.

 Social

The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.

Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.

 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.

There is no standard method of entry into marketing as a career. Firms with well-developed recruitment and training policies tend to recruit university graduates as marketing trainees. Frequently the first step on the marketing ladder is a job in selling, either in the field or in the sales office.

Some firms recruit their Marketing Executives from among those with previous advertising, public relations or market research agency experience, while companies, which sell industrial products, often recruit their managers from among engineering or technical staff. However, there is an increasing tendency for firms to look for some formal qualifications in marketing.

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, office admin, customer service, management.

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 management, sales, marketing, commerce, PR.

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: Finance, Sales.

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, PR.

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, management, PR.

Search for Postgraduate Courses

Professional Development 

Professional development (CPD) courses are specialised training, formal education, or advanced professional learning that improves skills, professional knowledge, competency, and overall effectiveness in the professional world.

Check the Useful Contacts tab on this page to see if there are any professional bodies listed who may provide training related to this career.

Salary Range (thousands per year)* €45k - €90k

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

Data Source(s):
Brightwater / Morgan McKinley / Sigmar / CPL/ Prosperity.ie/ Azon

Last Updated: May, 2022

Note: The following information relates to occupations that include: Buyers and procurement officers; Marketing associate professionals; Estate agents and auctioneers; Conference and exhibition managers; and organisers Property, housing and estate managers.

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

Despite a strong employment growth rate for this occupation, employment levels fell between 2021 and 2022. Employment is spread across a number of roles including marketing associate professionals, buyers & procurement officers, conference/expo managers and estate agents. Employment permits issued in 2022 were primarily for roles in the ICT sector such as digital marketing and accounts managers with language skills required for some.

The Recruitment Agency Survey highlighted issues in sourcing candidates for procurement roles. The number of job adverts for this role grew in 2022, driven by increases for buyers/procurement officers and conference organisers etc. In addition, procurement/tendering documentation skills were not confined to this occupation, but were also in demand outside of sales roles, albeit in small numbers.

• Marketing Institute of Ireland (MII)

  • Marketing House, South County Business Park, Leopardstown, Dublin 18
  • (01) 295 2355
  • [email protected]
  • Click Here

• COMREG Communcations regulator

  • 018049600
  • [email protected]
  • Click Here