THE FUTURE OF MARKETING AND
COMMUNICATION REPORT
CAREER PROSPECTS AND TRENDS
DECEMBER 2017
usq.edu.au
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OPPORTUNITIES ARE EVERYWHERE
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We live in an information age and opportunities for marketing and communications graduates are everywhere.
Every organisation on the planet is hiring, or looking to hire, someone to build their brand, sell their goods and
services and engage their stakeholders. Content makers, story tellers, reputation protectors and those of you who
can make sense of ‘big data’ will thrive, with soft-skill intensive occupations predicted to account for two-thirds of all
jobs by 2030 (Deloitte, 2017).
Large private and public-sector organisations will employ graduates full-time, while others will carve out lucrative
careers as freelance consultants and entrepreneurs. Highly proficient oral and written communicators will be the
most in-demand, together with those who possess digital literacy, critical thinking, self-management and problemsolving skills (Deloitte, 2017).
Some will specialise in niche areas including sports journalism and Search Engine Optimisation (SEO), while others
will use their core, transferrable skills to move between marketing, journalism and public relations.
Never in history has there been a better time to graduate with a degree
in marketing or communications – opportunities truly are everywhere.
2 | UNIVERSIT Y OF SOUTHERN QUEENSLAND
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AUSTRALIAN MARKETING AND
COMMUNICATIONS MILESTONES
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1932
1964 – 1975
1981
1984
1989
2010
2017
The Australian
Broadcasting
Commission (the
ABC) was officially
launched. The ABC
Charter, set down by
Parliament, requires
the Corporation to
provide informative,
entertaining and
educational services
that reflect the
breadth of the
nation.
The Vietnam conflict
became the ‘first
television war’ with
100 Australian
reporters covering
the war including
Tim Bowden,
Kate Webb and
Mike Willesee.
Cancer Council
Australia launched
one of the most
successful health
campaigns in
Australian history
with “Slip, Slop,
Slap”.
Tourism Australia
launched one of
its most successful
advertising
campaigns, when
Paul Hogan AM
famously offered to
‘slip an extra shrimp
on the barbie’ for the
international traveller.
The campaign was
particularly successful
in the USA, where it
lifted Australia from
49th to 1st on the
list of most desired
holiday destinations.
Ita Buttrose AO
OBE became the
first female editor
of an Australian
metropolitan
newspaper – the
Murdoch owned
Daily Telegraph and
later the Sunday
Telegraph – and
was the first woman
appointed to the
News Ltd Board.
News Corporation
starts charging
customers for online
papers, including
The Australian, The
Daily Telegraph and
the Herald-Sun.
Facebook clocks up
16 million active
users in Australia, or
65.8% of the total
population.
(ABC Archives,
2017)
(Trembath, 2008)
(Cancer Council
Australia, 2017)
(Australian of the
Year, 2017)
(ABC, 2010)
(Social Media
News, 2017)
(Australian of the
Year, 2017)
MARKETING AND COMMUNICATION
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ANATOMY OF MARKETING AND
COMMUNICATIONS PROFESSIONALS
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Communicator
Curious
Initiative
Active listening, reading and writing are important
skills to work in Marketing or Communications. You
must be able to listen to others, not interrupt and
ask good questions. Writing for co-workers and
customers and public speaking may also be skills you
need to acquire, depending on your role.
Marketing and communications professionals need
to be inquisitive – they are people who ask questions
and are eager to learn or know.
The ability to use your judgement to make decisions
and do things without needing to be told is key
within this industry.
Resilient
Adaptable and Agile
The ability to ‘bounce back’ is a great life skill and
highly prized in the workforce. Resilient people who
can adapt to changes will be able to perform best in
a rapidly evolving environment.
The need for adaptability has never been greater.
Those who can quickly and easily adjust to new
situations and changing environments will succeed.
Team Player
Technology enhancements and globalisation will
enhance the need for people who can build, lead
and motivate high-performance teams. Team players
are also in demand, together with those who can
work on multiple projects simultaneously.
Relationship Builder
Authentic people who build mutually beneficial
relationships with individuals, groups and entities
will continue to succeed.
Analytical
Professional Accreditation
Examining information, data, opinions or arguments
will become an increasingly important skill for
marketing and communications professionals. Those
who are able to make sense of big data, draw logical
conclusions and break down complex ideas into
simple messages will find work.
Marketing and Communications graduates
seek professional recognition with Australian
Association of Social Marketing, Association
for Data-driven Marketing and Advertising
(ADMA), Australian Marketing Institute (AMI),
Public Relations Institute of Australia (PRIA)
and/or the Media, Entertainment and Arts
Alliance. Professional recognition will depend
on your major area of study, chosen career
and if you complete an Associate Degree,
Bachelor Degree or Masters.
Trend Spotter
Early spotters and/or adopters of major trends will
succeed in marketing and communications.
4 | UNIVERSIT Y OF SOUTHERN QUEENSLAND
MARKETING AND COMMUNICATION
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FUTURE TRENDS IN MARKETING AND
COMMUNICATIONS
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Creative entrepreneurs
will flourish
Workshops, start-ups, meet-ups and
boot camps will become standard for
an increasing number of marketing
and communication graduates, who
will embrace entrepreneurism.
Websites, apps and platforms that
provide high-quality content for
niche groups will continue to be
created. Journalism 2.0 will feature
new business models and enable
journalists to set and achieve
their own goals. (Journalism 2.0,
2017) Need inspiration? Check out
spoonuniversity.com or narrative.ly
Marketing entrepreneurs will also
be in demand in-house and as
consultants. Agile, flexible and
responsive, marketing entrepreneurs
will be fast learners, innovative and
excited about solving customer
problems (Deloitte, 2017).
Content will remain king
Organisations will need to
rebuild trust
High performance teams
will become the norm
Platforms and channels will continue
to evolve, but content will remain king
in marketing and communications.
Business, government, media and
NGOs are becoming increasingly
distrusted.
Those who can create messages that
‘cut through’ will be in high demand,
together with those who can make
sense of ‘big data’ and turn numbers
and information into strategies and
content.
The 2017 Edelman Trust Barometer
found that 1 in 2 countries have lost
faith in the system, with respondents
fearful of corruption, globalization,
eroding social values, immigration and
pace of innovation (Edelman, 2017).
The rising use of temporary and
contract workers has become the
‘new normal’ in the marketing and
communications sphere and this trend
will continue (Hays, 2017).
“The future of marketing will
be a digital-first world with
the consumer at the center.
Marketers will have to embrace
personalization tools, data,
analytics, and other technologies
– not as end solutions, but as
enablers. This is critical.” Jennifer
Lacks Kaplan, Principal Marketing
& Digital Transformation, Deloitte
Consulting.
“To rebuild trust and restore faith
in the system, institutions must
step outside of their traditional
roles and work toward a new,
more integrated operating
model that puts people – and the
addressing of their fears – at the
center of everything they do.”
2017 Edelman Trust Barometer
Global Annual Study
(Deloitte, 2017)
6 | UNIVERSIT Y OF SOUTHERN QUEENSLAND
Marketing and communications
graduates will need to be agile and
resilient and be able to join high
performance teams to work on
projects or contracts.
Hybrid roles will continue to be
created, combining traditional
marketing or communication roles
with digital skills. Hybrid roles, where
the digital function is still growing,
are also being created, for example,
a Digital Marketing and eCommerce
Manager in a standalone digital
capacity (Hays, 2017).
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MARKETING AND COMMUNICATIONS CAREERS
... A SNAPSHOT
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Animation
Editing and Publishing
Animators design images, which once sequenced together create the illusion of
movement on screen. Working with drawings, specialist software, or models and
puppets, animators are able to capture separate images of each stage of the film.
Their artwork can be found in feature films, commercials, music videos, computer
games, websites and other types of media.
Editors are responsible for refining copy of text, manuscripts, or other written
material to improve clarity, impact, flow, meaning, and readability. However,
editing involves much more than spelling and grammar checks. As an editor, your
roles could vary from writing articles, editorials or reviews, managing the day-today running of a newspaper or magazine, or making collaborative managerial
decisions as to the content of publications in accordance with editorial policies and
guidelines.
Career opportunities for an animator include working in web design companies,
computer game companies, film studios, marketing companies, or alternatively
they may work as a freelance artist.
Average Salary – $979 – $1,785 per week
(Screen Producers Australia, 2017)
Editors typically work in fields including book, magazine and self-publishing;
desktop publishing; sales and marketing; manufacturing; or government and
education organisations.
Freelance Rates – Book Editors and Proofreaders
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Per day $986.10
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Per half day $657.04
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Per hour $232.72
(MEAA, 2017)
MARKETING AND COMMUNICATION
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Marketing and Advertising
Digital Marketing
Marketing and advertising professionals apply marketing strategies and practices
to position an organisation’s products or services favourably to its target markets.
Duties may include developing marketing plans and campaigns, managing
campaign budgets, conducting market research, coordinating advertising activities,
sourcing sponsorship opportunities, coordinating promotional events and
functions, preparing reports, and conducting presentations for clients or potential
sponsors, among other duties.
Marketing professionals with strong digital skills will remain in high demand.
Businesses are looking for individuals who have a broad skill base in traditional
marketing techniques as well as experience in analytics and strategic planning. The
ability to develop strategies and deliver campaigns across web, social, email, search
and mobile are particularly in demand (Hudson, 2017).
Marketing and advertising professionals work in a range of settings including
marketing; advertising and public relations firms; government; universities; leisure,
hospitality and tourism industries; corporate sector; and government organisations
and not-for-profits, among many others.
Specialist skills in demand include:
•
SEO/SEM/CRO
• Direct marketing and CRM
•
eCommerce
• Transformation
•
Campaign Manager
• Account Manager
Digital Marketing
Brisbane
Marketing
Brisbane
Digital Campaign Manager
80 – 130
Product & Portfolio Manager
100 – 180
Transformation Manager
80 – 110
Brand Manager
100 – 130
Digital Account Manager
75 – 110
Assistant Brand Manager
80 – 100
Digital Producer
70 – 110
Campaign Manager
80 – 120
SEO/SEM/CRO Specialist
65 – 95
Campaign Executive
60 – 90
Direct Marketing & CRM Manager
70 – 110
Trade Marketing Manager
120 – 160
Social Media Manager
85 – 110
Trade Marketing Assistant
80 – 120
Social Media Executive
65 – 90
Events & Sponsorship Manager
100 – 150
Social Media Coordinator
50 – 65
Ecommerce Manager
80 – 120
Project Management
90 – 150
Permanent Roles - Annual base salary 2017 AUD ‘000
(Hudson, 2017)
Permanent Roles - Annual base salary 2017 AUD ‘000
(Hudson, 2017)
8 | UNIVERSIT Y OF SOUTHERN QUEENSLAND
Communications and Content
Journalism
Public relations professionals review communication policies within an organisation
and develop and implement communication programs and strategies. PR teams
conceive, manage and direct strategic perspectives and directions for clients, from
multinational corporations to small businesses. Duties that a public relations team
might carry out include developing and implementing targeted communication
plans, creating public awareness campaigns and improving organisation, public
and media relations.
Journalists interview people, and report, write, edit and produce news and feature
items for a range of media including web, television, radio, newspapers and
magazines. Journalists work in a variety of specialty areas including news and
specialist reporters, feature writers, photojournalists, columnists, commentators,
copywriters, producers, sub-editors, editors, newsreaders and presenters, and
editorial designers across traditional and digital publishing.
Public relations teams work in a variety of settings including corporate public
relations companies, consultancy, government organisations, lobby groups, charity
organisations, and community organisations, among many others.
Communications & Content
Brisbane
Corporate & Public Affairs Manager
85 – 120
Communications Manager
100 – 150
Communications Executive
70 – 95
Marketing Communications Manager
90 – 150
Marketing Communications Executive
70 – 100
Bids & Tenders Manager
80 – 120
Media/Public Relations Manager
80 – 120
Content Manager
80 – 130
Journalism skills are also valued in publications, publishing, law, commerce,
government and community organisations, and business.
Average Salary – $1,521 per week
Journalist Casual Rates
•
Grade 3 Full Day – $337.72
•
Grade 3 Half Day – $225.15
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Grade 5 Full Day – $383.18
•
Grade 5 Half Day – $255.45
(Job Outlook, 2017) & (MEAA, 2017)
Permanent Roles - Annual base salary 2017 AUD ‘000
(Hudson, 2017)
MARKETING AND COMMUNICATION
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FUTURE-PROOF
YOUR CAREER
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Employability skills you will need to succeed
Having the right mix of skills is crucial to the success of individuals, businesses and
societies. For individuals, better skills and qualifications lead to higher incomes and
improved health.
Formal academic qualifications and technical skills are only part of the
requirements for modern employees. Employability skills and personal attributes
are just as important to success (Deloitte, 2016).
A recent report by Deloitte Access Economics revealed that technology
enhancements and globalisation will intensify the need for the following skills by
2030 (Deloitte, 2016).
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Self-management
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Critical thinking
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Communication
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Innovation
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Teamwork
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Emotional judgement
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Problem solving
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Global citizenship
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Digital literacy
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Professional ethics
Soft-skill-intensive jobs will grow
2x faster than other jobs
2/3
43%
of jobs will be
soft-skill-intensive by 2030
of businesses need leadership skill
development for the digital future
Digital disruption, globalisation
and demographic shifts are shaping
Australia’s future skill needs.
Soft-skill-intensive occupations are
expected to account for two-thirds
(63%) of all jobs in Australia by 2030,
according to the report by Deloitte
Access Economics.
(Deloitte, 2016)
10 | UNIVERSIT Y OF SOUTHERN QUEENSLAND
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REFERENCES AND FURTHER READING
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List of References
ABC Archives, A Selected History of Australia,
viewed 1 November 2017, http://www.abc.net.au/
archives/timeline/history.htm
ABC News (2010, Nov 19), News Corp to charge for
online papers, viewed 1 November 2017,
http://www.abc.net.au/news/2010-11-19/newscorp-to-charge-for-online-papers/2344000
Australian of the Year, Australian of the Year 1985 –
Paul Hogan, viewed 24 October 2017, https://www.
australianoftheyear.org.au/honour-roll/?view=fullVie
w&recipientID=89
Australian Government, Job Outlook, viewed 19
October 2017, http://joboutlook.gov.au/Occupation.
aspx?search=Career&code=2124
Cancer Council Australia, Slip Slop Slap Seek Slide,
viewed 24 October 2017, http://www.cancer.
org.au/preventing-cancer/sun-protection/
campaigns-and-events/slip-slop-slap-seek-slide.
html
Hays Recruitment, Marketing and Digital
October – December 2017, viewed 1 November
2017, Marketers will also need to be marketing
communications experts, user experience experts
and understand e-commerce and the totality of a
holistic customer experience. In short, the future
marketer will have a much bigger job that is
constantly morphing and changing (Deloitte, 2017).
Hudson, Hudson Marketing and Communications
Salary Guide 2017, Retrieved from Hudson,
http://au.hudson.com/portals/au/documents/
salary%20guides/2017/HudsonSalaryGuide_
MarketingCommunications_AU.pdf
Hudson, Why use a specialist digital marketing
recruiter?, viewed 1 November 2017, Retrieved
from Hudson, http://au.hudson.com/recruitment/
marketing-communications-digital/digital-marketing
Journalism 2.0, To produce for multiple platforms,
start by listening, viewed 25 October 2017,
http://www.journalism20.com/blog/
Media, Entertainment and Arts Alliance, MEAA’s
Freelance Charge-Out Rates July 2016, viewed 19
October 2017, https://www.meaa.org/resourcepackage/recommended-freelance-rates/
Nobel Prize, The Nobel Prize in Literature 1973
Patrick White, viewed 24 October 2017,
https://www.nobelprize.org/nobel_prizes/literature/
laureates/1973/press.html
Screen Producers Australia, Motion Picture
Production Collective Agreement, viewed 1
November 2017, https://screenproducers.org.au/
assets/Uploads/4.6-Pay-Rates-Allowances-MotionPicture-Production-Certified-Agreement-MPPCA.pdf
Social Media News, Social Media Statistics Australia
September 2017, viewed 1 November 2017, https://
www.socialmedianews.com.au/social-mediastatistics-australia-september-2017/
Trembath, Brendan (2008, April 27) ABC News,
New exhibit highlights role of Vietnam war
correspondents, viewed 24 October 2017,
http://www.abc.net.au/news/2008-04-27/newexhibit-highlights-role-of-vietnam-war/2416870
MARKETING AND COMMUNICATION
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