Program description

Marketing, a combination of art and science, is the core of any business. It helps identify consumer needs, guides the development of new products, services or communications strategies, determines prices, and has the ability to adjust all of these for domestic and international markets. Almost one-third of North Americans are employed in marketing or marketing-related positions.

As a marketer, you’ll be the crucial link between an organization, their suppliers and their end-users, building relationships that benefit all parties. You must have a strong understanding of the customer, whether an individual or an organization so they can effectively advise on all aspects of marketing. You must also be creative and show strong analytical abilities and have excellent communications skills (including listening).

You'll learn to balance project experience with the latest theoretical concepts and study courses like consumer behaviour, advertising and promotions, managing responsibly in a global environment, economics, sports marketing, communications and social media, cross-cultural marketing, and statistics. You'll also draw from fields such as history, English, political science, economics and sociology.

The marketing major offers optional concentrations in Marketing Communications or Socially Responsible Marketing. All of our Bachelor of Management degrees have these concentrations available except for the combined degrees.

You may also choose a minor to enhance your knowledge in a secondary line of study. Many minors complement marketing well such as art history, accounting, family and small business management, English, new media, sociology, economics, Indigenous business management and international management.

Why take marketing at the Dhillon School of Business?

The Dhillon School of Business is home to the internationally known Institute for Consumer and Social Well-being (ICSW). You’ll get to learn from members of ICSW as they are all marketing faculty. Their research and community workshops focus on addressing issues of corporate social responsibility, non-profit marketing, environmentalism, social-change marketing and more. Select students even have the opportunity to work with ICSW conducting cutting-edge research.

Many of our students also enrol in co-operative education while at the Dhillon School of Business. Co-op allows you to get paid work experience before you graduate and can even help you land a job immediately after graduation.

Possible careers

Top job titles in Alberta and/or Canada

Marketing manager

Marketing coordinator

Marketing specialist

Digital marketing specialist

Communications specialist

Other possible careers

Advertising and promotions

Account manager

Buyer/merchandiser

Consumer psychologist

Consumer affairs specialist

Customer service

Digital marketing and e-commerce

Direct marketer

Entrepreneurial activities

Healthcare marketing

Hospitality

International marketing

Marketing education

Marketing management

Marketing research

Music and entertainment marketing

New product development

Non-profit marketing

Product and brand management

Public relations

Retail management

Sales and sales management

Sports marketing