Computer and Information Systems Managers
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Computer and Information Systems Managers

Friday June 12, 2009

Computer and Information Systems Managers
Computer and information systems managers plan, coordinate, and direct research and facilitate the computer-related activities of firms. They help determine both technical and business goals in consultation with top management and make detailed plans for the accomplishment of these goals.

Significant points

  • Employment of computer and information systems managers is expected to grow faster than the average for all occupations through the year 2014.
  • Many managers possess advanced technical knowledge gained from working in a computer occupation.
  • Job opportunities will be best for applicants with computer-related work experience; a master's degree in business administration (MBA) with technology as a core component, or a management information systems degree; and strong communication and administrative skills.
  • Computer and information systems managers plan, coordinate, and direct research and facilitate the computer-related activities of firms. They help determine both technical and business goals in consultation with top management and make detailed plans for the accomplishment of these goals. For example, working with their staff, they may develop the overall concepts and requirements of a new product or service, or may identify how an organization's computing capabilities can effectively aid project management.

Nature of the work

How and when companies and organizations use technology are critical to remaining competitive. Computer and information systems managers play a vital role in the technological direction of their organizations. They do everything from constructing the business plan to overseeing network security to directing Internet operations.

Computer and information systems managers plan, coordinate, and direct research and facilitate the computer-related activities of firms. They help determine both technical and business goals in consultation with top management and make detailed plans for the accomplishment of these goals. For example, working with their staff, they may develop the overall concepts and requirements of a new product or service, or may identify how an organization's computing capabilities can effectively aid project management.

Computer and information systems managers direct the work of systems analysts, computer programmers, support specialists, and other computer-related workers. These managers plan and coordinate activities such as installation and upgrading of hardware and software, programming and systems design, development of computer networks, and implementation of Internet and intranet sites. They are increasingly involved with the upkeep, maintenance, and security of networks. They analyze the computer and information needs of their organizations from an operational and strategic perspective and determine immediate and long-range personnel and equipment requirements. They assign and review the work of their subordinates and stay abreast of the latest technology to ensure the organization does not lag behind competitors.

The duties of computer and information systems managers vary with their specific titles. Chief technology officers, for example, evaluate the newest and most innovative technologies and determine how these can help their organizations. The chief technology officer, who often reports to the organization's chief information officer, manages and plans technical standards and tends to the daily information technology issues of the firm. Because of the rapid pace of technological change, chief technology officers must constantly be on the lookout for developments that could benefit their organizations. They are responsible for demonstrating to a company how information technology can be used as a competitive tool that not only cuts costs, but also increases revenue and maintains or increases competitive advantage.

Management information systems (MIS) directors manage information systems and computing resources for their organizations. They also may work under the chief information officer and plan and direct the work of subordinate information technology employees. These managers oversee a variety of user services such as an organization's help desk, which employees can call with questions or problems. MIS directors also may make hardware and software upgrade recommendations based on their experience with an organization's technology. Helping ensure the availability, continuity, and security of data and information technology services is the primary responsibility of these workers.

Project managers develop requirements, budgets, and schedules for their firms' information technology projects. They coordinate such projects from development through implementation, working with internal and external clients, vendors, consultants, and computer specialists. These managers are increasingly involved in projects that upgrade the information security of an organization.

LAN/WAN (local area network/wide area network) managers provide a variety of services, from design to administration of the local area network, which connects staff within an organization. These managers direct the network and its computing environment, including hardware, systems software, applications software, and all other computer-related configurations. Computer and information systems managers need strong communication skills. They coordinate the activities of their unit with those of other units or organizations. They confer with top executives; financial, production, marketing, and other managers; and contractors and equipment and materials suppliers.

Working conditions

Computer and information systems managers spend most of their time in an office. Most work at least 40 hours a week and may have to work evenings and weekends to meet deadlines or solve unexpected problems. Some computer and information systems managers may experience considerable pressure in meeting technical goals within short timeframes or tight budgets. As networks continue to expand and more work is done remotely, computer and information systems managers have to communicate with and oversee offsite employees using modems, laptops, e-mail, and the Internet.

Like other workers who sit continuously in front of a keyboard, computer and information systems managers are susceptible to eyestrain, back discomfort, and hand and wrist problems such as carpal tunnel syndrome.

Training

A wide range of educational backgrounds is suitable for entry into advertising, marketing, promotions, public relations, and sales managerial jobs, but many employers prefer those with experience in related occupations plus a broad liberal arts background. A bachelor's degree in sociology, psychology, literature, journalism, or philosophy, among other subjects, is acceptable. However, requirements vary, depending upon the particular job.

For marketing, sales, and promotions management positions, some employers prefer a bachelor's or master's degree in business administration with an emphasis on marketing. Courses in business law, economics, accounting, finance, mathematics, and statistics are advantageous. In highly technical industries, such as computer and electronics manufacturing, a bachelor's degree in engineering or science, combined with a master's degree in business administration, is preferred.

For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A course of study should include marketing, consumer behavior, market research, sales, communication methods and technology, and visual arts-for example, art history and photography.

For public relations management positions, some employers prefer a bachelor's or master's degree in public relations or journalism. The applicant's curriculum should include courses in advertising, business administration, public affairs, public speaking, political science, and creative and technical writing.

For all these specialties, courses in management and the completion of an internship while the candidate is in school are highly recommended. Familiarity with word-processing and database applications also is important for many positions. Computer skills are vital because marketing, product promotion, and advertising on the Internet are increasingly common. Also, the ability to communicate in a foreign language may open up employment opportunities in many rapidly growing areas around the country, especially cities with large Spanish-speaking populations.

Most advertising, marketing, promotions, public relations, and sales management positions are filled by promoting experienced staff or related professional personnel. For example, many managers are former sales representatives, purchasing agents, buyers, or product, advertising, promotions, or public relations specialists. In small firms, where the number of positions is limited, advancement to a management position usually comes slowly. In large firms, promotion may occur more quickly.

Although experience, ability, and leadership are emphasized for promotion, advancement can be accelerated by participation in management training programs conducted by larger firms. Many firms also provide their employees with continuing education opportunities-either in-house or at local colleges and universities-and encourage employee participation in seminars and conferences, often held by professional societies. In collaboration with colleges and universities, numerous marketing and related associations sponsor national or local management training programs. Course subjects include brand and product management, international marketing, sales management evaluation, telemarketing and direct sales, interactive marketing, promotion, marketing communication, market research, organizational communication, and data-processing systems procedures and management. Many firms pay all or part of the cost for employees who successfully complete courses.

Some associations offer certification programs for these managers. Certification-an indication of competence and achievement-is particularly important in a competitive job market. While relatively few advertising, marketing, promotions, public relations, and sales managers currently are certified, the number of managers who seek certification is expected to grow. Today, there are numerous management certification programs based on education and job performance. In addition, The Public Relations Society of America offers a certification program for public relations practitioners based on years of experience and performance on an examination. Persons interested in becoming advertising, marketing, promotions, public relations, and sales managers should be mature, creative, highly motivated, resistant to stress, flexible, and decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. These managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms.

Because of the importance and high visibility of their jobs, advertising, marketing, promotions, public relations, and sales managers often are prime candidates for advancement to the highest ranks. Well-trained, experienced, and successful managers may be promoted to higher positions in their own or another firm; some become top executives. Managers with extensive experience and sufficient capital may open their own businesses.

Employment

Advertising, marketing, promotions, public relations, and sales managers held about 646,000 jobs in 2004. The following tabulation shows the distribution of jobs by occupational specialty:
  • Sales managers    337,000
  • Marketing managers    188,000
  • Advertising and promotions managers    64,000
  • Public relations managers    58,000
These managers were found in virtually every industry. Sales managers held almost half of the jobs; most were employed in wholesale and retail trade, and finance and insurance industries. Marketing managers held more than fourth of the jobs; the professional, scientific, and technical services industries employed almost one-third of marketing managers. About one-fourth of advertising and promotions managers worked in the professional, scientific, and technical services industries, and the, information industries, including advertising and related services, and publishing industries. Most public relations managers were employed in service-providing industries, such as professional, scientific, and technical services, finance and insurance, health care and social assistance, and educational services.

Job outlook

Advertising, marketing, promotions, public relations, and sales manager jobs are highly coveted and will be sought by other managers or highly experienced professionals, resulting in keen competition. College graduates with related experience, a high level of creativity, and strong communication skills should have the best job opportunities. In particular, employers will seek those who have the computer skills to conduct advertising, marketing, promotions, public relations, and sales activities on the Internet.

Employment of advertising, marketing, promotions, public relations, and sales managers is expected to increase faster than the average for all occupations through 2014, spurred by intense domestic and global competition in products and services offered to consumers. However, projected employment growth varies by industry. For example, employment is projected to grow much faster than average in scientific, professional, and related services, such as computer systems design and related services, and in advertising and related services, as businesses increasingly hire contractors for these services instead of additional full-time staff. By contrast, a decline in employment is expected in many manufacturing industries.

Earnings

Median annual earnings in May 2004 were $63,610 for advertising and promotions managers, $87,640 for marketing managers, $84,220 sales managers, and $70,000 for public relations managers.

Median annual earnings of advertising and promotions managers in May 2004 in the advertising and related services industry were $89,570.

Median annual earnings in the industries employing the largest numbers of marketing managers in May 2004 were as follows:
  • Computer systems design and related services    $107,030
  • Management of companies and enterprises    98,700
  • Insurance carriers    86,810
  • Architectural, engineering, and related services    83,610
  • Depository credit intermediation    76,450
Median annual earnings in the industries employing the largest numbers of sales managers in May 2004 were as follows:
  • Computer systems design and related services    $119,140
  • Wholesale electronic markets and agents and brokers    101,930
  • Automobile dealers    97,460
  • Management of companies and enterprises    95,410
  • Machinery, equipment, and supplies merchant wholesalers    84,680
According to a National Association of Colleges and Employers survey, starting salaries for marketing majors graduating in 2005 averaged $33,873; starting salaries for advertising majors averaged $31,340.

Salary levels vary substantially, depending upon the level of managerial responsibility, length of service, education, size of firm, location, and industry. For example, manufacturing firms usually pay these managers higher salaries than do nonmanufacturing firms. For sales managers, the size of their sales territory is another important determinant of salary. Many managers earn bonuses equal to 10 percent or more of their salaries.

Related occupations

Advertising, marketing, promotions, public relations, and sales managers direct the sale of products and services offered by their firms and the communication of information about their firms' activities. Other workers involved with advertising, marketing, promotions, public relations, and sales include actors, producers, and directors; advertising sales agents; artists and related workers; demonstrators, product promoters, and models; market and survey researchers; public relations specialists; sales representatives, wholesale and manufacturing; and writers and editors.

Suggested citation

Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2006-07 Edition, Advertising, Marketing, Promotions, Public Relations, and Sales Managers, on the Internet at http://www.bls.gov/oco/ocos020.htm (visited July 18, 2007).


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