Most commonly reported Work Activities

•   Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
•   Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
•   Identifying Objects, Actions, and Events Identifying information by categorising, estimating, recognising differences or similarities, and detecting changes in circumstances or events.
•   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.

Working Life

Direct marketing managers plan and co-ordinate direct marketing campaigns. Firstly, they define the market problem, aim or objective and then oversee the direct marketing strategy that aims to reach the target audience at the lowest cost. This involves decisions about presentation, scheduling and monitoring the work, controlling the budget, analysing the results and reporting on the level of success achieved.  
 
The work involves a lot of contact with individuals and groups, both in person and on the telephone. Contact takes place through informal discussions, working meetings or more formal presentations. There is also a considerable amount of report writing and recording of decisions and details. Collating and assessing numerical data in the form of costs, sales figures and customer responses is also required. This information is likely to be stored on computer.

Most commonly reported Work Tasks

• Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
• Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
• Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
• Develop pricing strategies, balancing firm objectives and customer satisfaction.
• Compile lists describing product or service offerings.
• Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
• Consult with product development personnel on product specifications, such as design, color, or packaging.
• Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analysing business developments and monitoring market trends.
• Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.
• Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.

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.

 Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

 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 strong competition for all jobs in marketing. A possible starting point is as a marketing assistant, which can give you some experience of direct marketing campaigns.  
 
Working in sales, PR, telemarketing or for a mailing house may also give you background experience and a route into direct marketing. There may be a route in through general graduate training schemes. Vacancies for those without experience are rarely advertised and speculative applications are a normal approach. These can be seen as a test of suitability for a job in direct marketing.  

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. The Marketing Institute (MII) is the professional body for marketing in Ireland and offers a course of study that is accredited by the European Marketing Foundation.

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, project, supervisory 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: 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, Recruitment, 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)* €50k - €90k

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

Data Source(s):
Sigmar / CPL / Morgan McKinley / Azon / Lincoln / Collins McNicolas/ Clark/ Osborne

Last Updated: July, 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.

• 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