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.

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.

 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.

There are many pathways into product marketing and promotion.

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, 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

Salary Range (thousands per year)* €40k - €90k

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

Data Source(s):
Excel/ Brightwater / Clark/ Morgan McKinley/ Prosperity.ie

Last Updated: July, 2024

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 (2024).

Employment growth was above average for this occupation, having grown steadily between 2018 and 2021; employment levels have declined annually since (and by 3,000 in 2023). Online job adverts (Eurostat/CEDEFOP) were mainly for buyers and procurement officers. Approximately half of the new employment permits issued in 2023 were for the ICT sector (although the share in employment in this sector was small); roles included marketing executives, procurement and supply chain roles and account managers/strategists.

Difficult-to-fill vacancies in the Recruitment Agency Survey related to procurement and supply chain roles. Skills identified in the Spotlight on Skills data included bid preparation, procurement, and tender writing skills.

• Marketing Institute of Ireland (MII)

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• The Digital Marketing Institute

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  • (01) 531 1200
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