• Take business marketing courses in customer analysis, marketing communications and pricing and distribution strategies - 2020/2021

    The Fanshawe Business - Marketing program will help you build a strong foundation to gain entry to a variety of marketing career paths. Starting with the marketing basics, this online business marketing program covers both theory and practical application. Our business marketing courses are available in a traditional in class format with September, January, February and May admission or 100% online.

    Opportunities through our business marketing online courses

    If you are thinking about pursuing business marketing courses online, you can assess your readiness with www.amiready.ca, Fanshawe's Online Readiness Indicator, a measure of the degree to which distance learning and/or learning in a technology rich environment is the right fit for you. We also have a handy checklist to guide you along the way to becoming an online learner.

    There are options to transfer to the Business Administration - Marketing advanced diploma or 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 diploma with a graduate certificate offered at Fanshawe College.


    A Co-op version of this program is also available

    A part-time, online version of this program is available

    All programs from this School


    Rumman Khan
    Graduate 2015

    "I owe my ongoing success to Fanshawe College, to all faculty, staff, administration and colleagues. I am truly grateful for their support and encouragement!"


  • Admission Requirements - 2020/2021

    OSSD with courses from the College (C), University (U), University/College (M), or Open (O) stream WITH:
    - Any Grade 12 English (C) or (U)
    - Mathematics* ONE OF:
           - Any Grade 12 Mathematics (C) or (U)
           - Any Grade 11 Mathematics (C), (U), or (M)
              (Note: a minimum final grade of 60 required for any Grade 11 Mathematics course)
    Academic and Career Entrance Certificate (ACE)
    Ontario High School Equivalency Certificate (GED) AND:
    - Mathematics* ONE OF:
           - Any Grade 12 Mathematics (C) or (U)
           - Any Grade 11 Mathematics (C), (U), or (M)
              (Note: a minimum final grade of 60 required for any Grade 11 Mathematics course)
    Mature Applicant with standing in the required courses and grade stated above

    • *Applicants who lack the required Mathematics may still gain eligibility for admission by completing appropriate prior upgrading.

    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 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

    Recommended Academic Preparation

    • Any Grade 11 or Grade 12 Business Studies (C), (M), or (O)
    • Grade 12 Business and Technological Communication (O)
    • Academic and Career Entrance Certificate (ACE): Business Mathematics course and Computer Skills course
    • Applicants who do not meet the stated admission requirements for the Business - Marketing program should apply to the one-year Business Fundamentals Ontario College Certificate program, Program Code BFS2.  The Business Fundamentals program is recommended for students who require or desire academic upgrading, particularly in Mathematics and English, before pursuing a business diploma program.  Students who successfully complete the Business Fundamentals program may be eligible for admission to Level 2 of any two-year business diploma program at Fanshawe College.

    Recommended Personal Preparation

    • Strong interpersonal skills
    • Ability to work independently and in a team environment
    • Strong analytical skills

    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 February 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
  • Courses

    Business - Marketing-2020/2021

    Level 1
    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 2
    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 3
    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 INNV-1001 or ECON-1002
    Students will be enrolled in one of the following courses:
    MGMT-1209 or INNV-1001
    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.
    INNV-1001Innovation Applications3
    This course will explore Innovation through projects and group work that are assigned and developed in collaboration with your instructor. With the help of case studies, research reports, and creative thinking methods students will leverage their personal experiences and develop their capacity to innovate in multiple fields.
    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 4
    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.

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

    Program Residency
    Students Must Complete a Minimum of 19 credits in this
    program at Fanshawe College to meet the Program Residency
    requirement and graduate from this program

  • Careers - 2020/2021

    Career Opportunities

    Graduates of the Business - 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, market research, customer relationship management). Graduates are suited to a variety of entry-level positions, including marketing officer, marketing assistant, sales assistant, sales representative, merchandiser, advertising coordinator, media buyer, account representative and market researcher.
  • More Information - 2020/2021

    A Two-Year Ontario College Diploma Program
    Offered as a Weekday Program and as an Online Program
    Program Code: BMK1
    Campus Code: LC (LC - London)
    September/January/February/May Admission
    15 week terms
    Academic Calendars available at www.fanshawec.ca/academicdates

    Program Code: BMK1
    Campus Code: LCL (LCL - London-Online)

    September Admission
    15 week terms
    Academic Calendars available at www.fanshawec.ca/academicdates


    Lawrence Kinlin School of Business: 519-452-4290

    Program Description

    Business - Marketing is a two-year Ontario College Diploma program. This program provides students with a strong foundation to gain entry to a variety of marketing career paths. Courses cover topics such as customer analysis, segmentation, and targeting; integrated marketing communications; pricing and distribution strategies; and product and service development and management. Hands-on activities include market research studies, advertising campaigns, sales and business plans - many of these activities involving live clients from industry. Students learn to use current software programs, including presentation, spreadsheet, graphic design and publishing applications. Graduates receive full credit toward a credential with the Canadian Institute of Marketing and earn credits towards the Certified Sales Professional designation offered by the Canadian Professional Sales Association. Graduates who meet admission requirements are eligible for transfer to the Business Administration - Marketing Advanced Diploma program.

    Other Information

    • The Business - Marketing program shares a common first level with all business diploma programs in the Lawrence Kinlin School of Business which allows for program transfer, with no loss of credit, after Level 1.
    • Applicants applying to the Online version of the program should select Campus Code LCL (LCL - London-Online).
    • Applicants applying to the Online version of the program should ensure they have appropriate technological capacity to complete the program, including access to a computer, required software and internet access for each course in the program. 
    • Graduates of the two-year Business - Marketing Ontario College Diploma program may apply for program transfer to the Business Administration - Marketing Ontario College Advanced Diploma program or the Honours Bachelor of Commerce (Digital Marketing) Degree program. "Application for Program Transfer" forms are available from the Office of the Registrar, Room E1012.  
    • All program levels are offered in the fall and winter terms to allow students to make continuous progression to meet personal needs. Levels 1, 2 and 3 run in the summer term.
    • Students entering Level 1 of the program in January are expected to proceed into Level 2 of the program in the summer term. Students entering Level 1 of the program in February or May will proceed to Level 2 of the program in September.
    • 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.

    Co-operative Education

    Applicants seeking a Co-op Endorsed Diploma should apply to the Business - Marketing (Co-op) program, Program Code BMK2.

    Learning Outcomes 

    The graduate has reliably demonstrated the ability to:

    1. contribute to the development of an integrated marketing communication strategy* for marketing* products*, concepts, goods, or services based on an identified target market.

    2. contribute to the development of pricing strategies which take into account perceived value, competitive pressures, corporate objectives, and cost analysis*.

    3. contribute to the development of 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. analyze results of marketing* activities using criteria related to budgeted sales, costs, profits, and other appropriate criteria.

    6. contribute to the development of a marketing* plan including marketing* objectives, marketing mix*, marketing strategies*, budgetary considerations, and evaluation criteria.

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

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

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

    10. participate in conducting market research* to provide information needed to make marketing* decisions.

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

    12. participate in the development of a business plan.

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

    14. use professional sales techniques to make a sale.

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

    Program Pathways

    For information about Program Pathways visit www.fanshawec.ca/programpathways.
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