• Overview - 2019/2020

    Build on your business marketing diploma experience with this advanced diploma in business administration marketing and put yourself on the road to professional success. As a student in this program, you will have access to real companies where you'll solve real marketing challenges. You will also gain experience in entertainment and event marketing; market research; customer relationship management; global marketing; sales management; new media marketing; web design and more.

    Your experience will be cutting edge. Fanshawe was the first college to work with Google and the Search Engine Marketing Professional Organization, which gives you unique opportunities to develop search engine marketing skills and conduct real search engine marketing campaigns on the Internet. This program is available in a traditional in-class format with September admission.

    You can apply for the opportunity to further develop your marketing consulting skills, with the option of substituting two courses for the intensive community consultancy program, working with real business live clients.

    There are options to transfer to the Honours Bachelor of Commerce (Digital Marketing) degree at Fanshawe. Further details are available in this Digital Marketing Pathways guide.

    You can also be eligible to complete a degree program at many other post-secondary institutions or complement your advanced diploma with a graduate certificate offered at Fanshawe College.

    Liz Gray
    Liz Gray
    Professor

    I'm proud to have a long list of more than 100 graduates of the program who are now employed with leading search engine marketing players across North America. That speaks volumes to Fanshawe's commitment to unlocking the potential of our students and developing graduates who can make a difference in the marketplace.

    Program coordinator:

    Rhonda Payne
    Phone: 519-452-4430 x4638

  • Admission Requirements - 2019/2020

    Business - Marketing Ontario College Diploma from Fanshawe College with a minimum overall average of 'C+' (2.5 cumulative GPA)
    OR
    An equivalent qualification from another institution as judged by the College with a minimum overall average of 'C+' (2.5 cumulative GPA)
    OR
    A combination of relevant education and work experience in a related field as judged by the College to be equivalent to the above

    English Language Requirements

    Applicants whose first language is not English will be required to demonstrate proficiency in English by one of the following methods:

    • A Grade 12 College Stream or University Stream English credit from an Ontario Secondary School, or equivalent, depending on the program's Admission Requirements
    • Test of English as a Foreign Language (TOEFL) test with a minimum score of 550 for the paper-based test (PBT), or 79 for the Internet-based test (iBT), with test results within the last two years
    • International English Language Testing System (IELTS) Academic test with an overall score of 6.0 with no score less than 5.5 in any of the four bands, with test results within the last two years. SDS Program Requirements. 
    • Canadian Academic English Language (CAEL) test with an overall score of 60 with no score less than 50 in any of the four bands, with test results within the last two years
    • Pearson Test of English Academic (PTE) with a minimum score of 53, with test results within the last two years
    • A Cambridge English Test (FCE/CAE/CPE) with an overall score on the Cambridge English Scale of 169 with no language skill less than 162, with test results within the last two years
    • An English Language Evaluation (ELE) at Fanshawe College with a minimum score of 70% in all sections of the test, with test results within the last two years
    • Fanshawe College ESL4/GAP5 students: Minimum grade of 80% in ESL4/GAP5 Level 8, 75% in ESL4/GAP5 Level 9, or 70% in ESL4/GAP5 Level 10

    Advanced Standing

    • Applicants may apply for advanced standing on the basis of previous academic achievement at another institution and/or Prior Learning Assessment and Recognition (PLAR). Advanced standing qualifies the applicant for direct entry to a second or higher level of the program.  

    Applicant Selection Criteria

    Where the number of eligible applicants exceeds the available spaces in the program, the Applicant Selection Criteria will be:
    1. Preference for Permanent Residents of Ontario
    2. Receipt of Application by May 1st (After this date, Fanshawe College will consider applicants on a first-come, first-served basis until the program is full)
    3. Achievement in the Admission Requirements
    4. Preference for graduates of the Fanshawe College Business - Marketing program
  • Courses

    Business Administration - Marketing-2019/2020

    Level 1Credits
    Take all of the following Mandatory Courses:
    ACCT-1100Principles of Accounting 13
    This course introduces the student to the Principles of Accounting, and includes an exploration of the underlying concepts that guide the preparation of accounts for individuals and organizations. It is designed to teach the student, regardless of program destination, an essential life skill - an understanding of Net Worth, and its importance to business success and the financial well being of the individual.
    WRIT-1032Reason & Writing-Business 13
    This course will introduce business students to essential principles of reading, writing, and reasoning at the postsecondary level. Students will identify, summarize, analyze, and evaluate multiple short readings and write persuasive response essays to develop their vocabulary, comprehension, grammar, and critical thinking.
    MKTG-1012Principles of Marketing 13
    This course is designed to provide an overview of the decisions that face Marketers in today's fast-paced and competitive business environment. Students will learn that marketing is not only advertising but a broad set of activities designed to satisfy consumer needs and wants. Students examine the information Marketers require for effective decision-making and learn the basic elements of the marketing planning process.
    MATH-1052Business Math3
    This course provides a review of basic arithmetic and algebra as well as providing students with mathematical tools and concepts needed for other college courses and in future employment. This course is to prepare students for later courses in Marketing, Business, Financial Planning, Accounting, Purchasing and Insurance.
    BUSI-1060Strategies for Success1
    This course presents and helps to develop some of the skills required to achieve academic and career success. Areas of focus include college resources, study skills, time management, academic integrity, emotional self-awareness and social skills development. Additionally, emphasis is placed on career readiness and preparation.
    BUSI-1005Introduction to Business Processes3
    This course explores the various functional areas of business in Canada and demonstrates the interrelationship among these areas. Students are introduced to many concepts, including major business trends, the role of government in business, marketing, operations, employee-management issues, financial resources management, business ethics and social responsibility.

    Level 2Credits
    Gen Ed - Take a 3 credit General Education elective course
    Take all of the following Mandatory Courses:
    MKTG-1028Secondary Market Research3
    This course provides an introduction to marketing research. It focuses on the collection, analysis and reporting of secondary data (data that has already been published) for planning, evaluating and improving marketing programs. Secondary data is used to answer questions about the size and segmentation of markets, competitor strategies, media effectiveness and changing customer needs. Students will be introduced to paper-based, database and Internet sources of marketing data and information and will complete a research project.
    MKTG-1054Principles of Advertising & Branding3
    This course examines the role of advertising media and promotions in Marketing and explores the concept of integrated marketing communications. Students are provided with an overview of advertising and branding and its role in modern marketing. Students will explore various ways of delivering messages to a target audience.
    MKTG-1094Marketing Presentations3
    Winning marketers survive on effective presentation techniques. A brilliant idea, an incredible story, even a guaranteed cure for male baldness, can all be lost in obscurity without a skilled delivery of a well-crafted message. This course, by providing the proper building blocks for a marketing presentation, will enable you, the student, to successfully craft and deliver this message in a variety of business situations. Never was there a more perfect training platform to foster your success in front of a large audience or even in a job interview. To develop these skills, each student will prepare and deliver multiple marketing presentations in front of their peers. A thorough exploration of proven practices will take place to aid in the creation of your presentation content. A myriad of basic visual and design techniques will also be introduced to demonstrate the importance of these concepts to marketing presentations in a variety of real world settings. Lastly, the use of multimedia tools and presentation software will be analyzed for its ability to integrate visual and textual information into presentations.
    COMP-3077Excel for Business-Adv3
    Modern spreadsheet programs perform far beyond simple number crunching. The functionality of Microsoft Excel continues to move the application into new venues such as visual interactive data presentations or sales proposals. Given the now commonplace nature of the program, it is crucial that all business minded professionals have a comprehensive knowledge of MS Excel. Upon successful completion of this curriculum, students will be trained in MS Excel 2016 for MOS (Microsoft Office Specialist) expert level Excel certification. MOS testing is available at certified testing centers across Canada.
    ECON-1005Economics 23
    This is an introductory macroeconomics course. Students will study measures of macroeconomic activity, growth in the economy and the government's role in stabilizing the economy.

    Level 3Credits
    Take all of the following Mandatory Courses:

    Group 1
    COMM-3020Professional Communication3
    This course develops students' literacy and professional communication skills. Students focus on current business issues and convey relevant meaning in oral and written format. The main themes of the course include writing reports and other relevant business documents (e.g. letters, short reports); communicating in groups and meetings; awareness of intercultural communication and diverse audiences; the job search (including resumes and cover letters); business; business rhetoric in speaking and writing; summarizing and evaluating current business-related readings; delivering presentations; researching and documenting reports using APA format; and self-editing skills.
    MKTG-3033Advertising: Emerging & Traditional4
    This course is designed to further develop student understanding of the advertising industry and the role that advertising plays in achieving marketing and business objectives by introducing students to a variety of media alternatives available to advertisers. The course incorporates the process of media planning and the development of media campaigns to meet organizational objectives through consideration of media objectives, media strategies, and media execution. The course will focus on the major media options available to todays marketer, including television, radio, print, Internet, social media, mobile, and outdoor. Emphasis will be placed on evaluating the use and effectiveness of various media alternatives, the strategic considerations for choosing and using the alternatives, and the benefits and drawbacks for each.
    MKTG-3007Selling Fundamentals4
    A course to demonstrate skills of selling such as: awareness of buyer behaviour, ability to organize an effective sales presentation, ability to present an effective sales presentation and comprehension of skills and attitudes essential to the successful salesperson.
    MKTG-1055Marketing Metrics3
    Organizations are becoming increasingly concerned with the return on their investment in marketing initiatives. This course will cover the different metrics used to gauge the success of different marketing activities. Students will learn to calculate and interpret statistics, think critically, and choose the best way to measure marketing success.
    COMP-1413Adobe Suite for Business3
    The requirement for new business graduates to possess robust skills in three categories of graphic application is becoming an industry standard. Employers hiring for a variety of marketing positions are often looking for prospects that can do all of the following: use Adobe Photoshop for digital image editing, use Adobe Illustrator for digital illustration, and use Adobe InDesign for digital desktop publishing. This course provides students with real-world instruction and application of practical and common skills associated with the Big 3 Adobe design applications: Photoshop, Illustrator, and InDesign. Common internet platforms such as e-newsletters, blogs and wikis are also used in this course to demonstrate their purpose and function in the business world in the areas of digital publishing and web communication. Overall, using the three aforementioned Adobe applications and the World Wide Web, students will be introduced to a variety of professional design concepts and principles in a format that everyday business and marketing professionals can understand.


    Group 2
    Take MGMT-1209 or ECON-1002
    MGMT-1209Corporate Social Responsibility & Ethics3
    This course reviews the concepts and principles of several traditional ethics frameworks and applies these principles to the practices of business. Students are asked to examine their own ethical principles and consider how these principles translate to business. Ethical guidelines are utilized to review and analyze business dilemmas. Emphasis is placed on the application of these guidelines with a primary focus on challenging students to investigate and resolve problems and ethical dilemmas that they may face in their business or professional lives. Students are encouraged to use different strategies to make decisions and solve problems related to ethical dilemmas.
    ECON-1002Economics 13
    Economics I is an introductory microeconomics course which covers a broad curriculum of microeconomic principles. Students will study the foundations of economic choice, market pricing, consumer behaviour, business decision making, market structure and policy development in a small open economy like Canada.

    Level 4Credits
    Gen Ed - Take a 3 credit General Education elective course
    Take all of the following Mandatory Courses:
    MKTG-1095Digital Marketing3
    The Digital Marketing course will give students an introductory exposure to current social media and digital marketing trends.
    MKTG-3032Strategic Marketing & Marketing Plan3
    This fourth-semester course is designed to allow students to demonstrate their understanding of marketing theory and tactics learned in previous courses in the program and apply their knowledge in a simulated business environment. They will apply their knowledge by managing all aspects of a simulated business, including the creation of a comprehensive marketing plan, which they put into place and monitor inside the simulated environment. Working in teams, students are required to analyze economic, competitive, consumer and financial data to create a viable marketing plan, and in turn, manage a company in an online simulation to meet customer needs and maximize profits in competition with other teams in the class.
    MATH-1080Statistics for Marketing3
    This course is designed to provide students with an understanding of the statistical and data analysis techniques used in the marketing research process. It will also prepare students for the use of the computerized data analysis program (SPSS). Topics include: presentation and description of data, summary measures, probability, normal probability distributions, sampling and sampling distributions, confidence intervals, hypothesis testing and regression analysis.
    MGMT-3041Organizational Behaviour3
    Organizational behaviour (OB) theories and concepts are applicable to various work settings-private, public, for-profit, and not-for-profit. This course investigates how individuals, groups, and structures influence and are, in turn, influenced by behaviours in organizations. Discussion will focus on topics that include: history of OB; evolution of organizational structure, design and culture; work place productivity, employee skills and technology demands; conflict resolution; interpersonal skills; legislation related to workplace discrimination and harassment; leadership; and management of change, power, and organizational politics.
    MKTG-1093Sports, Entertainment & Event Marketing3
    This course exposes students to the growing field of sports and entertainment marketing with a focus on the theory and practice. This course explores the planning and marketing of sports, entertainment and events. Students learn about the planning, promotion and evaluation of special events within these specific industries. While focusing on the practical application of theory, students will study topics such as sport/event branding, athletes and/or performers, sports/entertainment organizations and special events and sponsorship.
    MGMT-3058Retail Management & e-Commerce3
    Almost 60% of the Canadian economy involves consumer spending. That makes retail management an integral part of the Canadian economy. This course focuses on decision making tools for developing retail strategy, planning merchandise, and building customer loyalty. With an ever increasing number of retailers devoting resources to attracting customers online we will spend time exploring e-commerce.

    Year 3 (Level 5 - 6)Credits
    Take all of the following Mandatory Courses:

    Group 1
    MGMT-5005Global Marketing3
    Global Marketing is one of the most important and rapidly evolving fields in management. With rapid technological developments in communication and transportation, and the new regional and global economic bodies and trade partnerships, business organizations today are both faced with new challenges and at the same time presented with new global opportunities. This course will draw on previously acquired marketing skills and introduce new skills applicable to the global marketplace.
    MGMT-5056Research & Data Analysis4
    The course leads students through the steps of market research problem formulation, research design, data collection, data analysis and the reporting of the research results. The course deals with primary research (the creation of new data specific to the marketer's problem) and the analysis of primary and secondary data. Students will complete a primary market research project report and presentation.
    COMP-5062Web Design for Optimization4
    In an environment that continues to evolve at an almost exponential rate, the modern marketer plays a key role in the design, construction, and maintenance of a web presence. As a primary hub between social media, email marketing, and mobile based applications, a website is still a key marketing tool. In this course, students will learn to create and dissect the main component of an SEM (Search Engine Marketing) campaign: the website. The student will also study a variety of methods for, and the basic science of SEO (Search Engine Optimization) along with a brief overview of tips and techniques for effective SMO (Social Media Optimization). Basic to advanced construction techniques and coding language will be taught using a text-based application and the WordPress.org platform, along with a variety of other techniques that demonstrate to the student how to create accessible and relevant page content. Skills related to server communication, advanced file management for web storage, planning and promotion of an online presence, and a variety of page functionality and design techniques often used with marketing and e-commerce websites will also be acquirable in this course. Basic graphic optimization skills will be taught for the purpose of enhancing page design using Adobe Photoshop. Various proven and recent optimization techniques will be demonstrated in relation to the WordPress platform with a focus on Google Analytics as a primary means to track user behavior on a web site.
    MGMT-5053Customer Relationship Management3
    This course is designed to introduce students to the fundamentals of customer relationship management (CRM): the discipline of getting, keeping, and growing profitable customers. Students will explore analytical and operational CRM will be able to apply both qualitative and quantitative analysis to create and manage marketing programs designed to move firms closer to a customer-centric view (i.e., CRM).
    MGMT-5046Sales Management3
    This course will build upon and enhance student skills and knowledge learned in fundamental sales courses. The purpose of this course is to use a strategic and consultative sales model to develop and manage customer relationships effectively as they relate to Business to Business (B2B) environments. In addition, students will study current sales management issues such as territory and time management, sales compensation and incentive systems, prospecting and qualifying sales leads and sales training methods. Learning will be derived from in-class lectures, in-class activities, group presentations, role playing, learning objects and online activities and assignments. Students will learn and use techniques specific to Business to Business sales management to deliver realistic sales presentations. Use of a laptop computer is paramount for a quality learning experience in the classroom setting.
    MKTG-5008Nonprofit & Event Marketing4
    This course will explore the interrelationships between a non- profit organization's marketing strategies and its overall mission, values, goals, capabilities, and environment. Students will also develop an understanding on how the use of experiential marketing and events can enhance customer relationships, generate new customer leads and increase revenue.
    MGMT-5050New Media Marketing3
    This course will explore the changes taking place in present day marketing such as audience fragmentation, convergence, shifts towards consumer control, engagement, and an increasingly mobile and multi-tasking audience. Specific topics will investigate the use of marketing via email, mobile applications, digital/satellite television and related technologies, the internet, advergaming, social media (Blogs, YouTube, Social Networking sites), as well as the privacy/security/legal issues that relate to these items.
    MGMT-5074Google Analytics3
    Website analytics help organizations understand where their internet traffic is coming from and how engaged that traffic is with their sites content. This information should guide decisions related to paid search program management, search engine optimization, and content redesign. While there are many web analytics programs available, Google Analytics (GA) is a free tool available to anyone with a website. Consequently, it is the most widely used website statistics service in use today. In this course, students will learn how core website traffic statistics are calculated such as time on site, avg. pageviews, number of visits, bounce rate, etc. Students will also learn to interpret trends and make recommendations. Students will become familiar with the GA interface and its reporting capabilities.


    Group 2
    Take MGMT-5057 or MGMT-6117
    MGMT-5057Search Engine Marketing & Google Adwords4
    This course will cover fundamental concepts in Search Engine Marketing using the Google AdWords pay per click (ppc) advertising platform. Students will learn account set up, geo & language targeting, keyword research, ad copywriting, goal setting, keyword bidding, campaign optimization and ROI measurement. Students will be prepared to write the Google Fundamental of Search Certification exam at the completion of the course.
    MGMT-6117Search Engine Marketing-Project4
    This course will cover fundamental and advanced concepts in Search Engine Marketing using the Google AdWords pay per click (ppc) advertising platform. All students will participate in the Google Ad Grants Online Marketing Challenge in partnership with their assigned NGO client. Each student team will be charged with creating, running and optimizing a live ppc campaign on behalf of their client for a month using the Google Grant of $10,000. Project deliverables include AdWords account set up, geo & language targeting, keyword research, ad copywriting, goal setting, keyword bidding, campaign optimization and ROI measurement. Students will also have the opportunity to write the Google AdWords certification exams as a part of this course. This course is available to students through an equitable application process. Please consult your Program Coordinator for more details.

    Year 3 - Add'l Req
    Take 1 of the following groups:

    Group 1
    MGMT-5016Consumer Behaviour3
    This course focuses on two perspectives on consumer behaviour. The course helps students understand how consumers are influenced so that as marketers, they can develop marketing strategies to meet consumer needs. The course also acquaints students with what it means to be a consumer in a market-oriented society. MGMT5016 studies why people buy things and how products, services and consumption activities contribute to the broader social world. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behaviour theory and research to develop marketing tactics.
    MGMT-5002IMC-Integrated Mktg Communications 13
    This course will focus on integrated marketing communications (IMC) as the process for planning, executing and monitoring brand messages in a campaign. As part of campaign planning, students will learn about best practices for use of IMC tools/tactics such as: advertising, sales promotion, public relations, personal selling, Internet-based and direct response communications. Analytical and decision-making skills are developed as students practice and evaluate IMC plans in a North American context. The course-culminating activity will be the creation and presentation of a full IMC plan.


    Group 2
    MGMT-5038Community Consultancy 16
    This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's Lawrence Kinlin School of Business. The Community Consultants is a 6 credit hour program that incorporates a Service Learning model, similar to experiential learning but also includes: academic enhancement, personal growth and civic engagement. This model gives students the opportunity to challenge themselves, work on a high-performing team while gaining real-world employability skills and a portfolio. Our clients benefit from and rely on your cumulative efforts to research, analyze and synthesize large amounts of data and to make recommendations. You will work alongside 2 faculty advisors and will engage and present your work to the senior level executives from the selected corporations we will serve.The Community Consultants is not a self-selected course as there are limited spots available on this team. You are required to submit a resume and cover letter to the Program Coordinator. An interview will be arranged thereafter. At the discretion of the Program Coordinator, this course will be substituted for two current courses in each student's timetable: MGMT 5016 - Consumer Behaviour, and MGMT 5002 - IMC, Integrated Marketing Communications I. (The core concepts and learning outcomes of MGMT-5016 and MGMT-5002 are incorporated into the learning outcomes for MGMT 5038.)

    Year 3 - Add'l Req
    Take 1 of the following groups:

    Group 1
    MGMT-5034Strategic Policy & Planning3
    Strategic management is a field of inquiry that focuses on the organization as a whole and its interactions with its environment. Strategy and policy are the means by which the functional units are bound together to produce a synergistic effect that will influence outcomes for the organization. This course explores the four basic elements of strategic management: environmental scanning, strategy formulation, strategy implementation and evaluation, and control. This course will provide a bridge in the gap between theory and practice by applying concepts and techniques learned in earlier courses covering marketing, accounting, finance, management, production and information systems.
    MGMT-5050New Media Marketing3
    This course will explore the changes taking place in present day marketing such as audience fragmentation, convergence, shifts towards consumer control, engagement, and an increasingly mobile and multi-tasking audience. Specific topics will investigate the use of marketing via email, mobile applications, digital/satellite television and related technologies, the internet, advergaming, social media (Blogs, YouTube, Social Networking sites), as well as the privacy/security/legal issues that relate to these items.


    Group 2
    MGMT-5039Community Consultancy 26
    This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's Lawrence Kinlin School of Business. The Community Consultants is a 6 credit hour program that incorporates a Service Learning model, similar to experiential learning but also includes: academic enhancement, personal growth and civic engagement. This model gives students the opportunity to challenge themselves, work on a high-performing team while gaining real-world employability skills and a portfolio. Our clients benefit from and rely on your cumulative efforts to research, analyze and synthesize large amounts of data and to make recommendations. You will work alongside 2 faculty advisors and will engage and present your work to the senior level executives from the selected corporations we will serve.The Community Consultants is not a self-selected course as there are limited spots available on this team. You are required to submit a resume and cover letter to the Program Coordinator. An interview will be arranged thereafter.

    Gen Ed - Electives
    Take 6 General Education Credits -
    Normally taken in Levels 2 and 4

    Program Residency
    Students Must Complete a Minimum of 30 credits in this
    program at Fanshawe College to meet the Program Residency
    requirement and graduate from this program

  • Careers - 2019/2020

    Career Opportunities

    Graduates of the Business Administration - Marketing program are prepared for a marketing career in all sectors (e.g., manufacturing, retail, health care, education, not-for-profit, government) and in several fields (e.g., sales, retail management, advertising, brand management, sports and event marketing, digital marketing, search engine marketing, market research). Graduates are suited to a variety of positions, including marketing specialist, event planner, e-marketing specialist, digital marketing specialist, market researcher, CRM specialist, professional sales representative, customer service supervisor, store manager, advertising specialist, communications coordinator and account coordinator.
  • More Information - 2019/2020

    A Mandatory Mobile Computing (Laptop) Program For Year Three
    A Co-operative Education Program (Optional) For Years One and Two
    A Three-Year Ontario College Advanced Diploma Program
    Program Code: BAM2
    Campus Code: LC (LC - London)
    September Admission
    15 week terms
    Academic Calendars available at www.fanshawec.ca/academicdates

    Contact

    Lawrence Kinlin School of Business: 519-452-4290

    Program Description

    Business Administration - Marketing is a three-year Ontario College Advanced Diploma program (laptop required). Through a curriculum that builds on the Business - Marketing program, students acquire and practice skills in a number of specialized marketing disciplines, including sports, entertainment and event marketing; market research; customer relationship management; global marketing; sales management; new media marketing; and web design. A unique feature of the program is Fanshawe's collaborative relationship with Google, which allows students to gain experience in search engine marketing (SEM) and search engine optimization (SEO) by running live campaigns for real clients using Google Adwords and Google Analytics. The program prepares students to pursue Google designations which are in high demand but not widely available. Applied learning is further enhanced through projects requiring students to help solve real problems for community organizations that target business, consumer, international and not-for-profit markets. Graduates of the program will have superior analytical, decision-making, and communication skills and the ability to succeed in a variety of functional areas, including SEM, sales, market research, advertising and promotion, event planning, direct marketing, database marketing, promotions management, brand management and media sales.

    Other Information

    • IMPORTANT INFORMATION:  Students wishing to enter the Business Administration - Marketing program must first successfully complete a Business - Marketing program.
    • Students that have successfully completed a Business - Marketing program, and wish to continue with the Business Administration - Marketing program, must complete an "Application for Program Transfer" form available in the Office of the Registrar, Room E1012.
    • The Business Administration - Marketing program is a laptop program.
    • Graduates may be eligible for admission to the following Graduate Certificate programs in the Lawrence Kinlin School of Business: Agri-Business Management, Human Resources Management, International Business Management, Logistics and Supply Chain Management, Marketing Management, Operations Management, Professional Financial Services, or Project Management. Graduate Certificate programs deliver a specialized professional curriculum in two four-month levels.
    • This program is eligible for consideration of college to college transfer of credits under the Ontario Provincial ONCAT agreement.
    • A laptop computer is to be purchased by the student (third year only), approximately $1000.00.  The cost of the laptop is included in the General Expenses stated in the Fee Schedule.
    • A CONNECT lab fee (third year only) of $50.00 per academic term is included in the Additional Program Fees stated in the Fee Schedule.  This fee helps cover costs associated with the delivery of the CONNECT mobile computing program. 
    • Students should not purchase a laptop computer or software until the College publishes the recommended configuration, models, software titles and versions for that academic year.

    Co-operative Education

    Co-operative education is not available in Year 3 of the Business Administration - Marketing program.

    Learning Outcomes 

    The graduate has reliably demonstrated the ability to

    1. develop an integrated marketing communication strategy* for marketing* products*, concepts, goods, or services based on an identified target market.

    2. develop pricing strategies which take into account perceived value, competitive pressures, corporate objectives, and cost analysis*.

    3. develop strategies for the efficient and effective distribution of products*, concepts, goods, and services.

    4. determine strategies for developing new and modified products*, concepts, goods, and services that respond to evolving market needs.

    5. evaluate results of marketing* activities using criteria related to budgeted sales, costs, profits, and other appropriate criteria.

    6. formulate and prepare a marketing* plan including marketing* objectives, marketing mix*, marketing strategies*, budgetary considerations, and evaluation criteria.

    7. project the impact of a marketing* initiative using quantitative information.

    8. address marketing* problems and opportunities using a variety of strategies and tactics.

    9. develop strategies to establish effective working relationships with clients, customers*, consumers*, co-workers, supervisors, and others.

    10. communicate marketing* information persuasively and accurately in oral, written, and graphic* formats.

    11. evaluate the viability of marketing* products*, concepts, goods, or services in an international market or markets.

    12. conduct primary and secondary market research to provide information needed to make marketing* decisions.

    13. develop personal professional development strategies and plans to enhance leadership, management skills, and marketing* expertise.

    14. assist in the development of a business plan.

    15. apply the principles of business ethics and corporate social responsibility.

    16. use professional sales techniques to make a sale.

    17. adapt to and apply various and changing technologies, systems, and computer applications used in marketing* environments.

    Program Pathways

    • Graduates of the Business Administration � Marketing program with a cumulative 3.0 GPA are eligible to apply for program transfer to Level 6 of the Honours Bachelor of Commerce (Digital Marketing) Degree program
    • For information about Program Pathways visit www.fanshawec.ca/programpathways
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