It may be possible to begin a career as an account executive with a high school diploma; however, employers prefer applicants with postsecondary education in business administration, communications and advertising. Marketing directors and research directors are required to have a bachelor's degree and those who wish to advance to management positions need a master's degree.
There are many different jobs available in the field of broadcast marketing, which include account executives, marketing directors, and research directors. While entry-level sales jobs are available to high school graduates, a bachelor's degree is helpful for advancement. A master's in business, advertising or a related field will improve a candidate's chances at an executive position.
|Career||Account Executive||Marketing Director||Research Director|
|Required Education||High school diploma||Bachelor's degree||Bachelor's degree|
|Projected Job Growth (2019-2029)*||-6% for advertising sales agents||7% for marketing managers||25% for operations research analysts|
|Median Annual Salary (2020)*||$54,940 for advertising sales agents||$142,170 for marketing managers||$86,200 for operations research analysts|
Broadcast Marketing Account Executive
Broadcast marketing account executives, also known as sales agents, sell advertising time to media buyers and advertising agencies. They familiarize themselves with statistics and demographics pertaining to the broadcasting station's audience so that they can prepare promotional materials, presentations and campaigns to help sell advertising time at the broadcast station.
The U.S. Bureau of Labor Statistics (BLS) states that although high school graduates with sales experience may find entry-level positions, employers may favor applicants who have completed some college coursework or a degree (www.bls.gov). Aspiring broadcast marketing account executives may take courses in advertising, business administration and communications. Some colleges and universities may offer sales management programs with help students with selling techniques.
Although the BLS doesn't provide specific career information for broadcast marketing account executives, it does note that job opportunities for advertising sales agents were expected to decrease between 2019 and 2029 due to the decline in media outlets. The bureau also reports that as of May 2020 these professionals earned an annual mean salary of $68,040.
Marketing directors working for broadcast stations seek out new income sources by working with account executives or other support staff. These professionals set budgets for each marketing strategy and oversee a staff to help execute their plans.
Many employers prefer to hire marketing directors with at least a bachelor's degree in business or marketing, according to the BLS. Beneficial courses for students wanting to become marketing directors include business law, management, economics, accounting, market research, consumer behavior, communications and statistics. Some employers may prefer candidates who have earned a master's degree or a Master of Business Administration (MBA) with a concentration in marketing. Students may take courses in consumer behavior, pricing strategies and market research. Aspiring marketing managers may also look to nationally recognized independent institutions, like the Association of International Product Marketing and Management, to earn certification that may help them advance their careers.
The BLS reports information for marketing directors with that of marketing managers. As such, the bureau notes that job growth for these professionals was anticipated to increase faster than average from 2019 to 2029. As of May 2020, the mean annual salary for marketing managers was $154,470.
Market Research Director
Market research directors at broadcasting stations coordinate and oversee research plans that are used to understand and improve broadcast stations' ratings. Market research directors may supervise a team of market research analysts who help uncover this information. In doing so, they may collaborate with other marketing and sales department heads to create sales materials and make sales presentations to existing and prospective clients.
Marketing research directors may start out as market research analysts or some other type of researcher in broadcasting media. A bachelor's degree in marketing, statistics, sales or a similar field is frequently required by employers. Coursework generally includes business, consumer behavior, marketing and statistics. Internships or part-time jobs where students gather and analyze data provide them with practical experience. Those looking to advance their careers may consider enrolling in a graduate program where they take additional research, modeling and statistics classes.
The BLS doesn't provide career information for marketing research directors, but does report that job opportunities for operations research analysts, who may perform some of the same duties as marketing research directors, were projected to rise much faster than average between 2019 and 2029. Most of these professionals earned a mean annual salary of $92,280 as of May 2020.
Account executives sell time for advertisements, while marketing directors seek new advertising clients and revenue streams. Market research directors focus on station ratings and devise plans to improve ratings. Jobs for account executives are expected to decline slightly from 2019 to 2029, while opportunities for marketing directors and market research analysts are expected to increase at rates faster than average when compared to all occupations.