Delve into consumer behavior, branding, and innovative marketing tactics to propel businesses forward in a competitive landscape.


The Bachelor of Business Administration program is a four-year undergraduate degree. It allows you to select a concentration that suits your interests and career goals. As a marketing management graduate, you will be able to gain advanced standing toward appropriate professional designations.

The marketing management concentration is a field of specialization as the demand for marketing professionals continues to dominate job postings. Students specializing in the marketing concentration could expect to find work opportunities in certain areas including:

  • Brand, marketing, sales, or public relations manager
  • Advertising agency client services
  • Franchising or entrepreneurial ventures launching new products or services
  • Social media specialist or TV/radio/print/outdoor media representative
  • Marketing research and many more

Career options in this exciting field include jobs in advertising and public relations, market research, product and brand, and retailing; also in the non-profit sector including jobs in the arts, government, religious organizations, and public health and museums.

For more information on marketing opportunities, read the article ‘What kind of jobs can you get with a BBA degree?‘.

What can you learn from our marketing program courses?

Our full-time or part-time marketing program courses will help you get the skills that you need in the professional market. You will learn how to create marketing campaigns, formulate strategies, and use marketing functions and techniques that integrate the latest trends in the marketing industry and in sustainable development. Also, as how to conduct market research and think outside the box to reach the creative goals for the professional environment.

For more information about the work environment, experience and employment statistics, earnings, and work-related skills, please visit WorkBCContact us if you have further questions about the marketing management concentration.

Marketing Management Concentration Courses

5 Courses Required


BMRK302 - Social Media and Digital Marketing
This course examines how the practical application of digital promotional tools is used in a larger strategy to bolster Business to Consumer and Business to Business channels. The tools learned in this course will propel students and forward-thinking organizations to leverage the power of digital promotions and social media in a strong combination. Key areas include mobile, social, content marketing, and promotions.
This course is intended to focus the student’s attention on what it means to be a consumer in a market-oriented society and to develop skills as a marketer in meeting consumer needs and developing marketing strategy. The student will be able to Identify and discuss the major ideas and processes that characterize the consumer behaviour field; identify a product and its product class; describe the value chain of a product; identify the typical consumer choice dimensions and typical advertising appeals; assess the effectiveness of a particular company’s marketing approach; and describe the likely future of a particular product or product class.
The Marketing Communications process is at the heart of positioning and selling products and services in both business to consumer (B2C) and business to business (B2B) markets. This course puts emphasis on integrated marketing communications (IMC) and the importance of messaging and utilizing multiple media vehicles in order to achieve specific communications objectives and reach defined target groups. The role of the internet in shaping marketing tasks is emphasized throughout the course. The student should be able to explain the marketing concept and how the Business Plan, Marketing Plan, and Communications Strategy inter-relate; distinguish between integrated marketing and integrated marketing communications; describe how culture, demographics, social class, and social group affect marketing communications; identify the major legal issues that affect integrated marketing communications; discuss how the source, the message and the audience affect persuasive communication; describe what makes advertising, sales promotion, publicity, direct marketing, or personal selling effective and how to budget the activities, and the specific tests that could be used to evaluate effectiveness. Particular emphasis will be placed on understanding digital and social media tools in the context of use in an integrated marketing communications plan. Students will be given the opportunity to attend a class trip to a local advertising agency towards the end of the course.
The objective of this course is to provide an opportunity for students to understand the global marketing planning process and to develop skills in problem solving and decision-making. At the end of this course, students are expected to be able to develop a comprehensive global marketing strategy for a product or service and to deal with specific or general issues related to it. The focus of this course is global marketing analysis and marketing planning on an international scale. An in-depth study of the sales function including the role of salespeople, sales agents, distributors, and other marketing channel members involved in supporting the sales process. Covers the skills and innovations needed to successfully develop, implement and manage sales activities. Political, legal and ethical issues are explored.
This course covers the basic concepts of sales and sales management including systems of selling, relationship building, product strategies, sales force planning, ethics, and forecasting. The student will gain an understanding and mastery of the key elements of a sales strategy, including: developing a sales presentation, networking and building sales leads, the steps required in the selling process, the process of recruiting and training sales personnel, and how to leverage CRM (Customer Relationship Management) tools to grow an organization.
This is a capstone course in marketing designed to show students how companies become market driven and guide their strategies based on a shared understanding of markets and competition. The market and the customers that comprise the market are the starting point for marketing strategy formulation. Students will have an opportunity to develop strategy analysis, planning and control skills by applying marketing strategy concepts and methods in class discussions, through case analysis and through the creation of a marketing plan for a product or service. Superior marketing strategies are essential for business success as the world’s economies continue to change, so this course will serve as a foundation for learning concepts such as: creating customer value, building strong brands, shaping market offerings, and communicating value.
This is a capstone course in marketing designed to help students apply their marketing knowledge to real situations. Superior marketing strategies are essential for business success as the world’s economies continue to change. The market and the customers that comprise the market are the starting point in marketing strategy formulation. Students will have the opportunity to develop strategy analysis, planning, and control skills by applying marketing strategy concepts and methods in class discussions, through case analysis and through creating a marketing plan for a product or service.