National Outlook – 10-Year Projection (2011-2020)

This section provides labour demand and labour supply projections for this occupation over the 2011-2020 period.

Note: The tables, graphs and middle paragraph shown under this section display updated 2011-2020 projection results. The remaining narrative text (2009-2018 projections) will be updated shortly. We apologize for the inconvenience.

The data in the following table are derived from HRSDC’s Canadian Occupational Projection System (COPS). COPS uses a variety of models to produce a detailed 10-year labour market projection per broad skill level and per occupation at the national level, which focuses on the trends of labour supply and labour demand over the next ten years.

This occupation (Sales, Marketing and Advertising Managers) is part of a larger occupational group called Sales, Marketing and Advertising Managers (NOC 061).

Occupation Projection for Canada

Over the 2008-2010 period, this occupation experienced a decrease in employment and its unemployment rate rose slightly. The average hourly wage increased at a rate lower than the rate for all occupations. According to key labour market indicators, the number of job seekers was sufficient to fill the job openings in this occupation.

Over the 2011-2020 period, an occupation will be in excess demand (a shortage of workers) if the projected number of job openings is significantly greater than the projected number of job seekers. An occupation will be in excess supply (a surplus of workers) if the projected number of job openings is smaller than the projected number of job seekers. For Sales, Marketing And Advertising Managers, over the 2011-2020 period, job openings (arising from expansion demand and replacement demand) are expected to total 61,009 and 53,278 job seekers (arising from school leavers, immigration and mobility) are expected to be available to fill the job openings.

Given that labour supply and demand in this occupation were balanced, projections indicate that the number of job seekers will remain sufficient to fill job openings over the 2011-2020 period. The annual difference between supply and demand is very low, representing only 0.7% of employment in 2010. The retirement rate will be higher than the average for all occupations and the majority of job openings over the projection period will result from retirements. Although fewer job openings will arise from expansion demand, it is expected that expansion demand will be very solid. In fact, the employment growth rate will remain higher than the average growth rate for all employment and job creation will show a clear improvement over the job losses recorded over the 2001-2010 period. Employment in wholesale trade will be supported by increased growth in investments in machines and equipment and by further increases in consumer spending. With regard to labour supply, a large number of job seekers will be workers who have sales, advertising or marketing experience in other occupations, and who will subsequently be promoted to management positions. There will nevertheless be a large number of job seekers who come directly from the school system (mainly from university business programs or from an MBA program).

This Chart contains data for Projection of Job Openings vs. Job Seekers for Canada. Information is available in the following tables.

In which industry or sector do people in this occupation find jobs in Canada?

This table shows the industry and sectors employing the highest number of people in this occupation.

What percentage of people in this occupation are self-employed?

The graph displays the percentage of people in this occupation who are “self-employed”, according to the 2006 Census, in comparison to the Canadian average across all occupations.

As shown in the graph, according to the 2006 Census, 14% of people in this occupation were self-employed, while the average for all occupations was 12%.

The Labour Force Survey also gives us some information about self-employment. This occupation (Sales, Marketing and Advertising Managers) is part of a larger group called Sales, Marketing and Advertising Managers (NOC 061). According to the Labour Force Survey (2009), 18% of workers in this group were self-employed, while the average for all occupations was 16%.

What proportion of people in this occupation work full-time and part-time?

The graph displays the proportion of people in this occupation who worked full-time and part-time in comparison to the Canadian average across all occupations.

According to the Labour Force Survey (2009), 97% of workers in this occupation worked full-time, compared to the average of 81% for all occupations.

What proportion of men and women work in this occupation?

The graph displays the proportion of men and women in this occupation in comparison to the Canadian average across all occupations.

According to the Labour Force Survey (2009), women represented 32% of workers in this occupation, compared to the average of 48% for all occupations.

What percentage of people in this occupation are members of a union?

This occupation (Sales, Marketing and Advertising Managers) is part of a larger group called Sales, Marketing and Advertising Managers (NOC 061). According to the Labour Force Survey (2009), the unionization rate for this group was 5%, while the unionization rate for all occupations was 31%.