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A career in communication and marketing in Quebec


If you have studied communication and marketing, or if you are already in the field and want to reorient yourself to another job, you are in the right place. Salary, trades, job prospects, tasks and training, we tell you everything!

You are in the field of communications and marketing? You probably followed this path late. Although the field is full of exciting and rewarding careers, few children say they want to be, for example, press attaché!

"It's not an early job; not like becoming a nurse or firefighter, says the professor of communications and holder of the chair in public relations and communication, marketing at UQAM Bernard Motulsky. This is something we often discover a little later. "

It is even at university that many people in the field make the choice of their career. But there is no harm in getting informed sooner! Do you know what kind of profession you may have in communication and marketing? Follow the guide.

Bernard Motulsky, professor of communications and chairholder in public relations and communication, marketing at UQAM.

The typical career in communication and marketing

According to Professor Bernard Motulsky, the workers in the field are divided into two families: "those who work in an agency or office, and those who work in a company. "

Most communication and marketing workers will be part of both families over the course of their careers, starting with the firms and agencies. "It makes it possible to touch several sectors, and after several years, sometimes to switch to the client side," says Bernard Motulsky.

1.Start of career in agency

The newly graduated workers will most often get a job in a communications or marketing agency (an advertising agency, for example!). Which is not a bad thing, according to Professor Bernard Motulsky. "The environment is more varied and often more challenging because they are smaller organizations. "

Source: Economic Survey of the Marketing Communication Industry in Quebec, Raymond CHabot Grant Thornton (2015).

In agency, we work on mandates for several clients: we touch a little bit of everything, but not very long term.

"We live more excited, but we do not follow things for several years, illustrates Bernard Motulsky. We can work in the morning for the Ministry of Finance, lunch for a sports organization, at the end of the day for a bank, and in the evening for a cultural company! If you like the variety, it's interesting: it makes you enter several environments. "

"It gives you the opportunity to work on local, regional and international brands," adds Tiago Silva, recruiter at Sid Lee.

Working in an agency also allows you to see all the stages of creation and dissemination. At Sid Lee, most marketing communications mandates require a trio of responsibilities: strategy, creation and consulting.

"We basically are a fully integrated agency! explains Tiago Silva. We follow the process from one end to the other. There is always the good old creation, but we are more and more digital platform and even delivery of digital platforms. "

Office of the agency Sid Lee. Source: Sid Lee.

Attention, all is not pink in agency! "There is a lot of pressure, mostly financial," says Professor Bernard Motulsky. You have to charge, and the working conditions are a bit more, let's say, precarious. "

2. Mid career career

Once he has gained experience in his field through his agency, the worker can consider working for a single client: a company or an organization, for example. Almost all companies have a communications department and often even marketing, whether it is a single person or a whole team.

The pressure is usually less on the shoulders of the communications specialist or corporate marketing. Less than in an agency, anyway.

"After doing an exciting and stressful job for 20 years, we want to move on," believes Bernard Motulsky. Then you have to see what skills you have acquired that will allow you to play a different role within an organization. "

What skill would it be worth developing for your career?

According to the results of the 2011 UQAM Chair in Public Relations and Marketing Communication's Great Communication Practices Survey in Canada, three communication activities are "strategically important":

1.Press relations (93%)

2. Internet sites and social media (91%)

3. Internal Communications (90%)

In business, the environment is "better organized", working conditions are often negotiated, and therefore more interesting, "but we work on the same thing for years," says the professor.

"It can be exciting anyway! He adds.

3. End of career

The end of a worker's career in the field of communications and marketing generally comes in three avenues.


The idea of ​​being self-employed during the last years of her working life seduces many specialists in communication and marketing. A consultant is precisely a specialist in a given field. He is at the customer's place for the duration of the project or the task at hand.

After years of work in communication or marketing, one has the experience to sell his services, and the salary of a self-employed worker can be very interesting. The average hourly rate for self-employed ICT workers in Quebec is $ 107 per hour, according to Techno Compétence. Its average annual turnover: $ 142,300! In comparison, the average salary of an ICT professional in Quebec is $ 66,900.


Tiago Silva, recruiter at Sid Lee.

There is also the option of staying in business and climbing the ladder to a management position. "If you stay in business for a long time, you will usually expand your field of action and take on greater responsibilities," explains Bernard Motulsky.

According to the recruiter at Sid Lee Tiago Silva, an employee can start as an "analyst, then be junior to senior strategist, and finally strategy director! "


"... where you become a university professor like me! Laughs Bernard Motulsky. An end of career to give back to the following in cegep or university, there is much worse, right? th

University studies: many called, few elected

To work in communication and marketing, what training do you think? Studies in communication and marketing, and preferably a BAC. Attention: do not enter who wants! Professor Bernard Motulsky knows what he is talking about, teaching himself at UQAM, which is recognized for its communication programs.

"At UQAM, it's contingent, and there are a lot of requests, says the professor. It's hard to come back! "

To be accepted into a communication and marketing program at UQAM, you first need a high R rating. According to Bernard Motulsky, the students are "pretty brilliant, girls in the great majority. "

The Judith-Jasmin pavilion of UQAM.
Source: UQAM photo.

The college diploma may also be an option, although in 2014, less than a quarter (23.7%) of workers in advertising agencies in Quebec had a DEC as their last diploma, compared to 58.8% for the bachelor's degree, according to Raymond Chabot Grant Thornton.

Investment rate of graduates with a Bachelor's degree in Marketing Communication

Let's talk about insertion in the job market! Here are some statistics on the placement of graduates in the BAC in Marketing Communications, drawn from two surveys of the Academic Planning and Institutional Research Department (SPARI) of UQAM (2009-2013).

69% of the graduates of the marketing communication program were in the labor market and 22% were still studying.

Of this 69%, 91% had a full-time job and 94% a permanent job.

64% were employed in a professional job and 12% were executives or members of management.

A large proportion of marketing communication graduates (41%) worked in the communications, public relations, publishing and multimedia sectors, while 33% were employed in the trade, sales and services sector.

According to UQAM's Professional Outlook for the Bachelor of Marketing Communication (September 2017), "job prospects are also influenced by the increased consumption of social media, online games, the Internet, the use of new information dissemination platforms (mobile, iPad, etc.), as well as electronic equipment. "

Professor Bernard Motulsky is not at all worried about job prospects for newcomers to the job market, on the contrary. It is for the rest of the career that he warns us.

"The challenge of people coming into communication and marketing, says the teacher, is not to enter the job market, but to draw a career after 10, 15, 20 years! It will have to expand its range of intervention and often seek a little more training. "

Business Sectors for Marketing Communications Professionals

Specialized marketing communications workers are divided into five main sectors, according to data from the "National Household Survey" of Emploi-Avenir Québec (2011).

1.Professional, scientific and technical services (28%)

2. Trade (16%)

3. Public Administration (12%)

4. Manufacturing sector (10%)

5. Finance and Insurance Sector (7%)

Specifically, the sectors hiring marketing communication professionals, according to UQAM's Professional Outlook for the Bachelor's Degree in Marketing Communication.

Public Administrations

Advertising Agencies, Web Agencies

Companies: SMEs, large companies, social economy enterprises ▪ Firms (media communication, public relations, crisis management)


Non-profit organizations, unions, associations

Public bodies

Experience: more important than studies

No studies in marketing communication? Not that serious. According to the 2011 UQAM Chair in Public Relations and Marketing Communications, less than half of the workers in the field (47%) hold a diploma in a discipline related to communications.

Raphaëlle Huysmans, executive vice-president at Urbania, rarely looks at the academic training of a candidate, but "really the experience and interests of the person".

"When you're good at marketing communication, it's because you like the content," says the vice president. In an interview, I always ask the same question: what do you consume as media, and how do you enjoy yourself? It's a bit special if you want to work on TV, for example, but you do not listen! "

The recruiter at Sid Lee Tiago Silva noted, for example, that employees working in strategy "often have diverse backgrounds: anthropology, finance, business, business intelligence, or pure and hard communication. "

In the end, it's passion that makes the difference. "Passion can not be invented," says Raphaëlle Huysmans. The light in the eyes, she is where she is not there! "

Raphaëlle Huysmans, Executive Vice President at Urbania.

The communication and marketing professions: 4 fields of action

The different professions in the field are divided into four main areas of action:

1. Customer Service

2. Research

3. Content

4. Dissemination

Here are some examples of trades for each of these fields of action. Attention, we do not include ALL trades here! It's a small overview.

1. Customer Service

"These are people who work in an agency in contact with customers, says Bernard Motulsky. We find a little everywhere: it takes all the time someone who makes a link to communicate. "

Marketing Manager

It is also called the manager or director of marketing, or the promotion manager. The marketing manager is, as his name suggests, the person in charge of marketing a business. He is the person who deals with developing the strategies and marketing campaigns of a company.


The most useful is certainly the BAC in communication, business administration or marketing, but sometimes DEC is accepted in marketing or communication.


Emploi Québec reports that a marketing executive's salary ranges from a low of $ 17 per hour to a high of $ 57.69 per hour. The average is $ 37.50.

Communications Specialist

The communications specialist is the reference person for all communications matters in a company. In addition, he participates in the creation of strategy or communication campaign.


Generally a BAC in public relations, communications or journalism, but you can also do a DEC in the same disciplines.


According to Emploi Québec, the minimum wage for a communications specialist is $ 17 per hour. The average is around $ 28.57 an hour, and the maximum is $ 46.15 an hour. The annual salary of a senior in Montreal can reach $ 91,700.

Marketing Specialist

The marketing specialist participates in the creation of strategy or communication campaign. In addition, he is the reference person for everything related to marketing.


The most common requirement is a Bachelor's degree in Marketing, Marketing Communications or Business Administration, or a DEC in Marketing or Business Administration.


According to Statistics Canada, a marketer can expect a minimum wage of $ 18 per hour and a maximum of $ 48.08 per hour. The average is around $ 31.85 an hour.

2. Research

In this field of activity, "we are working on data to try to understand who the people we are talking to, and how to reach them," explains the professor.

Marketing Research Officer

Marketing Research Officers research, formulate policies and administer programs to optimize the company's marketing to promote commercial or industrial products and services.


The research officer will most often hold a Bachelor's degree in economics, commerce, business administration or public administration.


According to Emploi Québec, the salary of a marketing research agent is at least $ 18.75 per hour and maximum $ 49.68 per hour. The average is around $ 31.85.

Marketing Analyst

The marketing analyst is the person responsible for analyzing the market to keep abreast of new trends and new products and services. In the same kind of job, we find the data marketing analyst, who is the person responsible for creating, analyzing and interpreting digital databases. Otherwise, the mission of the web marketing analyst is to analyze the return on investment of the company's web presence. He also participates in the evaluation of the company's online marketing campaigns.


We talk about a BAC in marketing, business administration or communication.


Emploi Québec places the marketing analyst's hourly minimum wage at $ 18.75, the maximum at $ 49.68, and the average at $ 31.85.

Market Research Consultant

The job of adviser or consultant in market research may seem vague for some. Roughly speaking, it is responsible for providing objective data of a specific market that will guide a company's marketing and business strategy.


To work as a market research consultant, a Bachelor's degree (BAC) in economics, commerce, business administration or public administration will be welcome.


According to the Neuvoo job search site, the average salary for a market research advisor in Canada is $ 37,500 per year or $ 19.23 per hour. Entry-level positions start at $ 28,000 a year, while the most experienced workers earn $ 63,750 a year.

3. Content

The field of artists: writing, visual, photo, design ... Creative!

"It's the people who work on the content, who take it and put it in shape," says Bernard Motulsky. There are careers where we will work more alone: ​​the

Editor is a little more with himself. "

Web Editor

A web editor composes and writes messages and content intended for online platforms, whether they are websites, social networks, etc. The writing is varied, ranging from advertisements, to articles, product descriptions ...


A BAC in communication, journalism or literature is ideal, but one can very well go through a DEC in the same disciplines.


Emploi Québec indicates that the minimum wage of a web editor is $ 15 per hour. The maximum salary is $ 37.69 an hour. The average is $ 10 less, or $ 27.69.

Content strategist

The content strategist makes it possible, among other things, for a company to be more visible on the search engines. The content strategist will have the primary responsibility of driving and deploying content marketing strategies and campaigns for the company's customers, while monitoring their performance.


In general, a bachelor's degree in business administration, communications or marketing will be required.


According to data assembled by Statistics Canada, the content strategist will make bidding and feed his cats!

The salary is between $ 15.50 and $ 40 an hour, and the average wage is around $ 21.63 an hour.


The translator will have to transpose texts of all kinds of documents from one language to another, transmitting the message as faithfully as possible. Generally, it translates from a second or third language to its native language.


A BAC specialized in translation, obviously! There are several short master's programs to add the string of translation to our BArC (bad pun) of another discipline.


An hourly minimum of $ 18 and a maximum of $ 51.79, indicates Emploi-Québec. The average is $ 31.50.

4. Dissemination

These are "those who deal with delivering the messages," says the professor.

Buyer of advertising space

His job is to buy advertising space (television, press, radio or public display) as part of the company's marketing strategy.

The buyer of advertising space must manage the budget allocated to advertising, allocate it among the various advertising spaces, solicit potential partners and negotiate the display to obtain the best value for money.


The buyer of advertising space has generally studied business management, commerce or economics.


According to Statistics Canada, the buyer of advertising space earns an average of $ 26.44 per hour in Quebec. The minimum wage in this field of activity is $ 17 per hour and the maximum salary is $ 37.36 per hour.

Information Officer

The information officer is the person who makes the company's activities and services known to the media and a target audience and usually sees internal communications within a company.


Most often, the information officer holds a BAC in communication, journalism or public relations, but sometimes also a DEC in communication.


Emploi Québec estimates that the hourly minimum wage for an information agent is approximately $ 17, and that the maximum hourly rate is $ 46.15. The average hourly wage is $ 28.57.

Public Relations Officer

The public relations officer ensures the external communications of a company: to its customers or the media. His role is also to promote the brand image of the company.

The public relations officer carries out tasks quite similar to those of the press officer: organization of promotional events, writing of press releases, representation to customers or the media, development of partnerships ... Attention, the schedule can be loaded !


You usually need a Bachelor's degree or a DEC in marketing, public relations, communications or journalism.


What salary can we get in this job? According to Statistics Canada, the public relations officer earns a minimum of $ 17.00 per hour and a maximum of $ 43.08 per hour.

The average salary is $ 28.00 an hour.

Community Manager

A community manager is the social web technician of a company that can not really do without it. When you think about it, a community manager is THE person who will make sure that the community, created by the company, stays well informed about the promotions and the new products of this one, that it is on Facebook, Instagram, Twitter or other social media.

This manager will also act as a resource person for the company's clients.


In general, a community manager will be passed through the university, passing either the Bachelor's degree (BAC) in public relations, communications or journalism.


According to Statistics Canada data, the community manager will have enough to put bread on the table, along with his butter and knife.

The salary ranges from $ 17 an hour to $ 43.08. The sub are important.

The average salary is around $ 28 an hour.

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