Advertising managers plan and direct the activities of organizations that develop and carry out advertising campaigns to promote the sale of products and services. Public relations managers plan and direct the activities of organizations that develop and implement communications strategies and information programs, publicize activities and events, and maintain media relations on behalf of clients. This occupational group also includes communications directors, fund-raising campaign managers, and media relations, promotions and sales and marketing managers. These managers require a college diploma or university degree. In some cases, appropriate work experience may serve as a substitute for these educational qualifications.
Many recent entrants have an undergraduate university degree.
Sales and marketing managers need a college diploma or university degree in business administration or a related field with a sales or marketing specialization and several years' experience as sales and marketing representatives. According to the Canadian Professional Sales Association, managers may need a certified sales professional designation. Advertising and public relations managers must have a college diploma or university degree in public relations, communications, marketing, journalism or a related field, and several years' experience as advertising, public relations and communications officers. With experience, they may move to senior management positions. The proportion of women in these occupations has increased significantly over the last ten years.