Business Administration - Marketing

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Courses - January 2023

Level 1

Course details

College Reading & Writing Skills
COMM1085

Description:

This course introduces students to the reading, writing, and critical thinking skills needed for academic and workplace success. Students will analyse a variety of texts and apply the steps of planning, writing, and revising to produce writing that meets the expectations of selected audiences and purposes. The course prepares students for college-level writing tasks, research, and documentation by asking them to produce clear, informed, and purposeful documents relevant to both academic and professional contexts.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Spreadsheets for Marketers
COMP1141

Description:

During this course, the student will gain hands-on experience using Microsoft Excel and will learn how to create and effectively use spreadsheet documents for their marketing careers. Students will learn and apply advanced features of spreadsheet applications to develop comprehensive solutions to business marketing problems; and utilize the advanced database functions and business intelligence tools of a spreadsheet to make comprehensive and informed business marketing decisions. A variety of software features will be explored including spreadsheet designs; basic to advanced formulas and functions; charting and database features; PivotTables and Pivot Charts; dashboarding and monitoring tools, and a variety of formatting tools.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Conestoga 101
CON0101

Description:

This self-directed course focuses on introducing new students to the supports, services, and opportunities available at Conestoga College. By the end of this course, students will understand the academic expectations of the Conestoga learning environment, as well as the supports available to ensure their academic success. Students will also be able to identify on-campus services that support their health and wellness, and explore ways to get actively involved in the Conestoga community through co-curricular learning opportunities.

  • Hours: 1
  • Credits: 0
  • Pre-Requisites:
  • CoRequisites:

Business Mathematics I
MATH1010

Description:

The purpose of the course is to provide the student with a mathematical basis for personal and business financial decisions through four instructional modules. The course stresses business applications using arithmetic, algebra, ratio-proportion and graphing. Applications include payroll, cost-volume-profit analysis and merchandising mathematics. This course stresses logical reasoning and problem solving skills. A Texas Instrument BAII “Plus” calculator is required for the course.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Marketing I
MKT1040

Description:

Marketing is about knowing the customers and the creative and strategic processes to meet their needs, wants and desires. This highly interactive course introduces you to the world of marketing from both a societal and organizational perspective. You will participate in a variety of hands-on practical activities and projects to immerse yourself in the fundamentals of marketing.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Graphic Design for Marketers
MKT1150

Description:

You will learn how to apply the principles of graphic design along with an introduction to standard industry software for designers including PhotoShop, Illustrator and InDesign to develop exciting, professional print ads, online ads, brochures, and other marketing materials. You will also gain hands on experience with creating videos. Skills developed in this course are applied and augmented in other courses in the program, notably, Advertising, Brand Management, Direct and Database Marketing, Website Design for Marketers and Integrated Marketing Communications.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Electives: General Education
Student must pass 1 Course(s), selected in the Student Portal from available course options

Level 2

Course details

Digital Assets and Video Marketing
MKT1590

Description:

In this course you will learn how to use strategic marketing and personal branding techniques for designing, enhancing and promoting your professional image. You will learn how to promote yourself to prospective employers, business partners, supervisors, and other interested parties.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT1150
  • CoRequisites:

Managing Marketing Communications
MKT2050

Description:

Businesses today have a variety of messages to get out to the public. Using scenario based learning techniques, you will learn how to effectively communicate using the written word through numerous channels. You will learn how to internally market messages as well as how to convey those same messages to an external market or to other key stakeholders.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: COMM1085
  • CoRequisites:

Advertising
MKT2065

Description:

You’ve seen them on TV, you’ve seen them at the movies, and you’ve read them in your favorite magazine. Successful companies talk with their customers through carefully planned advertising campaigns that include advertising, as well as other traditional and emerging promotional tools. You will learn how marketers profile customers, and then you will develop a traditional media advertising campaign making use of software and design principles developed in MKT1150, Graphic Design for Marketers.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT1040 OR MKT1480 AND MKT1150
  • CoRequisites:

Sales
MKT2080

Description:

This course focuses on the buying/selling of a product, service or idea. Students will develop professional selling skills based on practical techniques and scenarios to implement Relationship Selling. The focus is on Business to Business (B2B) selling with the student acquiring the ability to utilize the structured selling process. This course is also designed to develop and refine the student's presentation and networking skills.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Marketing Plans and Presentations
MKT2145

Description:

Building on the fundamentals of Marketing I, your knowledge is enhanced to successfully market goods and services through the use of case studies. This course will teach students how to both develop a marketing plan as well as how to effectively communicate that plan to key stakeholders. Through individual and small group presentations, students will demonstrate effective delivery techniques and successful incorporation of a variety of audio-visual aids.

  • Hours: 56
  • Credits: 4
  • Pre-Requisites: MKT1040 OR MKT1480
  • CoRequisites:

Quantitative Marketing
MKT2330

Description:

Quantitative skills are becoming increasingly important for all marketers. This hands-on course will look at some of the basic formulas and arithmetic in which marketers use to measure, evaluate and plan different marketing activities.  Students will learn to calculate and interpret numbers, think critically, and choose the best way to both create and measure marketing success.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MATH1010 AND MKT1040 OR MKT1480
  • CoRequisites:

Electives: Program Option
Student must pass 1 Course(s), selected in the Student Portal from available course options

View Program Option Electives

Please note that all courses may not be offered in all semesters. Go to your student portal for full timetabling details under "My Courses".

Microeconomics
ECON1020

Description:

This course will function as a study of how people in society deal with the problem of scarcity. It will introduce students to principles that are essential to understanding contemporary microeconomic issues facing Canadian society. Economic models will be utilized to analyze decisions made by individual economic units in an economy such as households and firms, the interaction of these units under varying market structures, and the impact of various government policies. Topics of study will include principles of economics, supply and demand theory, consumer theory, production and cost theory, and the determination of equilibrium price and output under different market structures.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Macroeconomics
ECON1030

Description:

This course is a study of the Canadian economy as a whole. It introduces students to principles that are essential to an understanding of contemporary macroeconomic issues facing Canadian society. It examines the structure and performance of the Canadian economy utilizing economic models and aggregate economic indicators such as gross domestic product, employment, unemployment, income and productivity growth, inflation, interest rates, exchange rates, balance of payments; and the impact of domestic and international influences and of government fiscal and monetary policies.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Level 3

Course details

Introduction to Accounting
ACCT1025

Description:

This course introduces the non-accounting student to the subject of Accounting. It is designed to teach the student an essential life skill. The course focuses on the logic of accounting principles and relates it to the financial well being of the student. The student will learn a basic understanding of accounting that can be used in both their personal life and business career.This course introduces ASPE, IFRS, accounting terminology, the accounting equation, the double-entry system of bookkeeping, the accrual basis of accounting, financial statements and financial analysis and the ledgers and journals making up a basic accounting system for both sole proprietorship and corporation forms of businesses.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Public Relations for Marketers
MKT1510

Description:

This introductory course provides a theoretical and experiential overview of public relations for students pursing studies in business and marketing. The course explores the important role of public relations within organizations and how public relations relates to other functions such as marketing, advertising, investor relations, etc. Students learn to develop a public relations plan based on the RACE framework that leverages key concepts such as research, analysis, communications (tactics and timelines) and evaluation. Through lectures and learning activities, students will be exposed to different types of public relations including media relations, social media, crisis communications, reputation management, community relations and event management

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT1040 OR MKT1480
  • CoRequisites:

Marketing Research
MKT2030

Description:

How do marketers figure out what their customers and competitors are going to do, before they do it? They talk to consumers, monitor online ‘buzz’, gather competitive intelligence, and analyze trends; in other words, they use marketing research. In this course, you will be introduced to that creative, analytical world of marketing research. You will examine the role of research in the marketing process, and explore the various types of marketing research approaches. You will be immersed in the practical application of marketing research skills through a variety of hands-on projects and exercises.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: COMP1084 OR COMP1141 AND MKT2140 OR MKT2145 AND MKT2330
  • CoRequisites:

Website Design for Marketers
MKT2340

Description:

Marketers are experiencing an explosion of new and exciting ways to reach their customers. Companies talk to their clients through blogs, Twitter, Facebook, YouTube, Flickr, podcasts and other media. Interactions with customers can be tracked using buzz monitoring tools like Google Analytics, Radian6, BuzzMetrics and others. The overall effectiveness of a company's ability to reach customers using the internet can be tuned and tweaked by following the best practices of Search Engine Optimization (SEO). Internet Marketing Technology focuses on developing familiarity with these new technologies. You will design a website using industry standard software and SEO best practices. You will append Google Analytics to your site, and link your site to blogging, Facebook, Flickr and Twitter accounts.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT1150 AND MKT2065
  • CoRequisites:

Digital Marketing
MKT2410

Description:

This Digital Marketing course will give students an introduction to current social media and digital marketing practices. Students will learn how to develop a digital marketing strategy that is supported by consumer insights, and incorporates social media marketing, search strategies, mobile marketing, content marketing and other forms of digital advertising. Students will also explore measurement and analytics in digital marketing to drive performance

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT2065
  • CoRequisites:

Professional Selling
MKT3095

Description:

Learn how to swim with the sharks. Through this highly interactive and hands on course, you will develop and hone your professional selling abilities and become proficient in using SalesForce.com. You will construct a business-to-business presentation to sell a service or concept, including all aspects of the sales process from prospecting right through to a successful close. After this thorough immersion into professional selling, refining and polishing your plan, with numerous role plays with your peers, and an intense one-on-one sales presentation with your instructor, you will be prepared to launch a lucrative career in sales

  • Hours: 56
  • Credits: 4
  • Pre-Requisites: MKT2080
  • CoRequisites:

Level 4

Course details

Organizational Behaviour
BUS1021

Description:

This course is a study of workplace behaviour at the individual, team and organizational level. The course explores theories of motivation, perceptions, emotions, team effectiveness, decision making, leadership, power, culture, and change. The concepts and application explored will guide students in their application of best practices to strengthen organizations and their overall effectiveness as global citizens.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Business Law
BUS2010

Description:

Introducing the legal system which governs personal and commercial relationships in Canada, this course provides knowledge of the basic legal concepts in order to gain insight into judicial reasoning. Areas covered range from contract law to real property and protection of creativity.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Human Resources Management
HRM2040

Description:

The primary focus of this introductory course is to offer the student an overview of the Human Resource (HR) Management function and each of its disciplines. The course emphasis is on the application of the skills and techniques commonly used today by HR professionals in each discipline area, and on understanding how they are related to the organization's overall strategy and objectives. Pertinent legislation is studied in detail. A section of the course is devoted to developing effective job search skills and to presenting oneself effectively in interviews.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Retail Marketing
MKT2020

Description:

Retailing is such a part of our everyday lives that it's often taken for granted. As customers, we often are not aware of the sophisticated business decisions retailers make and the technologies they use. This course explores the ins and outs of retailing and the complex decisions in selecting target markets and retail locations, determining what merchandise and services to offer, distributing merchandise to stores, training and motivating sales associates, and deciding how to price, promote, and present merchandise.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MATH1970 OR MKT2330 AND MKT2140 OR MKT2145
  • CoRequisites:

Direct and Database Marketing
MKT2090

Description:

Every time you get a tweet from your favorite store, every time you get a newsletter about a new product, every time you scan a QR code in a magazine or on a poster, every time you contact a company for support material or assistance, you are experiencing Direct Marketing. In this course you will explore how companies establish a direct or one-to-one relationship with their customers. You will examine how companies use databases to collect and mine data to target their best customers and enhance their bottom lines. You'll be amazed by how much information companies can gather about their customers.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: COMP1084 OR COMP1141 AND MKT2065
  • CoRequisites:

Marketing with New Media
MKT2290

Description:

Marketers are constantly seeking new and innovative ways to reach their target markets. In this course you will explore the newest of media available, strategize ways to use that media and develop skills to run trials and tests on that media. Through group projects you will discover ways to find new and exciting options for clients to utilize in their marketing campaigns.

  • Hours: 28
  • Credits: 2
  • Pre-Requisites: MKT2280 OR MKT2340
  • CoRequisites:

Channel Management
MKT2400

Description:

Channel management is more critical today than it ever has been. Brands need to ensure that they are creating a consistent experience across all channels and touchpoints with their customers while ensuring that their channels aligns with the company and the needs of their customers. Proper channel management requires brands to manage their partners and vendors and to ensure that distribution is effective and efficient. This course will provide students with an overview of the importance of Channel Management and skills to help them work in an Omni-channel environment.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT1040
  • CoRequisites:

International Marketing
MKT3020

Description:

This ia an introductory course in International Marketing. The inter- national economic environment and its impact on international marketing will be closely examined from a Canadian viewpoint. The benefits of international trade will be explored. Through a major research assignment, students will obtain a greater understanding of International Marketing.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MATH1970 OR MKT2330 AND MKT2140 OR MKT2145
  • CoRequisites:

Electives: General Education
Student must pass 1 Course(s), selected in the Student Portal from available course options

Electives: Program Option
Student must pass 1 Course(s), selected in the Student Portal from available course options

View Program Option Electives

Please note that all courses may not be offered in all semesters. Go to your student portal for full timetabling details under "My Courses".

Organizational Behaviour
BUS1021

Description:

This course is a study of workplace behaviour at the individual, team and organizational level. The course explores theories of motivation, perceptions, emotions, team effectiveness, decision making, leadership, power, culture, and change. The concepts and application explored will guide students in their application of best practices to strengthen organizations and their overall effectiveness as global citizens.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Human Resources Management
HRM2040

Description:

The primary focus of this introductory course is to offer the student an overview of the Human Resource (HR) Management function and each of its disciplines. The course emphasis is on the application of the skills and techniques commonly used today by HR professionals in each discipline area, and on understanding how they are related to the organization's overall strategy and objectives. Pertinent legislation is studied in detail. A section of the course is devoted to developing effective job search skills and to presenting oneself effectively in interviews.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Level 5

Course details

Financial Management
FIN2120

Description:

This is an introductory course in financial management. The purpose of this course is to introduce the student to the theory and principles of managerial finance. The course covers cash budgeting, pro-forma statements, leverage (breakeven), short and long term financing, financial statement analysis, management of working capital and lease vs. buy decision.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: ACCT1025 OR ACCT1030
  • CoRequisites:

Strategic Business Planning
MGMT3030

Description:

Focusing on applying management concepts, this course teaches all phases of the strategic process. Both external and internal contextual issues are discussed providing a wide range of techniques. Using computer simulation and in-class exercises, students appreciate the trade-offs managers face. Using the simulation, students will make decisions and propose corrective actions.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Integrated Marketing Communications
MKT3040

Description:

Create a buzz. Attract attention. Generate conversation and spread the word. IMC is a capstone Marketing course where you will develop promotional campaigns that integrate traditional print and electronic Advertising, Sales Promotion, Internet, Social Media, Public Relations, Direct Marketing, and other emerging communications tools. Creative skills developed in earlier courses will be showcased in the execution of these campaigns.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT2090 AND MKT3095
  • CoRequisites:

The Art of Negotiations
MKT3070

Description:

The Art of Negotiation will provide you with the skills for successful negotiations in dynamic negotiations situations. Through case studies and role plays, you will demonstrate a mastering of the negotiation planning process from the pre-planning to commitment stage to reach an optimum outcome. Your skills will be demonstrated in a final business to business sales negotiation.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT3090 OR MKT3095
  • CoRequisites:

Brand Management
MKT3100

Description:

Coca Cola. Google. Blackberry. McDonalds. Apple. Strip away the mystery and learn how to build and cultivate a brand. Jam packed with useful information, this course explores the basics of brand marketing and the tailoring of marketing efforts designed to further the name and equity of a specific good, service or idea, differentiate it in a saturated marketplace, and create a loyal following of customers.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT2090
  • CoRequisites:

Software Applications and Research 1
MKT3140

Description:

Real problems, real clients, real solutions. In Research Consulting, you will undertake a real life research consulting project, managing a large project for a local client over 2 semesters. You will manage the entire research process, from inception and formulation of the research objectives including the development of a research proposal, through research design, fieldwork, data analysis and interpretation, to the preparation and presentation of the written report. Special features that you will enjoy will be an emphasis on project management and the learning and utilization of statistical software to support analysis. Note: this course is the first half of this project-oriented course, and you will continue the project through Marketing Research Consultancy 2

  • Hours: 56
  • Credits: 4
  • Pre-Requisites: MKT2300
  • CoRequisites:

Level 6

Course details

New Venture Development
ENTR3015

Description:

This project-oriented course is an application of marketing and small business. Emphasis is placed on developing an integrated approach to starting a new business, and recognizing the importance of each element in the marketing mix. A comprehensive business plan will be developed and presented. You will integrate prior and concurrent learning in areas of marketing, marketing research, accounting, finance, and operations management

  • Hours: 56
  • Credits: 4
  • Pre-Requisites: FIN2120 AND MKT3040 AND MKT3100
  • CoRequisites:

Applied Marketing
MKT3010

Description:

Walk the walk, talk the talk. By the time you get to your final semester of the three year marketing program, you will have been exposed to the breadth and depth of marketing. In Applied Marketing you’ll have the chance to pull it all together just like a real marketer, to make decisions, to debate your point of view, to critically assess and learn from real marketing events. You will use case studies to practice decision making, using a variety of marketing analytical tools. Through written reports, presentations and highly interactive class discussions, you will defend your analysis and recommendations. Once you’ve completed this capstone marketing course, you will be ready for the real world of marketing.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT3100
  • CoRequisites:

Managing Online Marketing
MKT3030

Description:

An interactive class focused on using online tools in your marketing plans. This course gives students hands on experience developing inbound marketing strategies and utilizing online marketing tools including PPC ads, Landing Pages, Forms, Email Marketing and Social Media posts. Learn what it takes to meet online objectives with real marketing budgets.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT3040
  • CoRequisites:

Self Marketing
MKT3050

Description:

In this course you will learn how to use strategic marketing and personal branding techniques for designing, enhancing and promoting your professional image. You will learn how to promote yourself to prospective employers, business partners, supervisors, and other interested parties.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MKT3100
  • CoRequisites:

Software Applications and Research 2
MKT3150

Description:

Expand on the research and consulting you started in Marketing Research Consultancy I and pull it all together for your client. Marketing Research Consultancy 2 is the second half of this project-oriented course, continued from Marketing Research Consultancy I. In this half of the project, you will continue to work with your team to complete the fieldwork, analyze and interpret the data, write a comprehensive research report and present the results to your client. Special features that you will enjoy will be an emphasis on project management and the continued utilization of statistical software to support analysis.

  • Hours: 56
  • Credits: 4
  • Pre-Requisites: MKT3140
  • CoRequisites:

Electives: General Education
Student must pass 1 Course(s), selected in the Student Portal from available course options

Program outcomes

  1. Develop a marketing plan that will meet the needs or goals of a business or organization.
  2. Develop an integrated marketing communication plan for marketing of a product, concept, good, or service based on an identified market need or target.
  3. Determine strategies for the development of new and/or modified marketing concepts, products, goods, and/or services that respond to evolving market needs.
  4. Determine strategies for the efficient and effective placement/distribution of a product, good, and/or service that respond to an evolving market.
  5. Determine the impact of using different marketing strategies for a product, concept, good and/or service, on the finances, return on investment (ROI), and business goals of an organization.
  6. Analyze the viability of a concept, product, good, and/or service in local, national or global markets.
  7. Conduct market research to provide information needed to make marketing decisions.
  8. Communicate marketing information persuasively and accurately in oral, written, graphic and interactive media formats.
  9. Plan, prepare and deliver an effective sales presentation or pitch to address the needs of the client.
  10. Develop strategies with clients, customers, consumers, co-workers, supervisors, and others to maintain and grow working relationships
  11. Develop learning and development strategies to enhance professional growth in the field.
  12. Apply entrepreneurial strategies to identify and respond to new career opportunities that might include contract employment, and self-employment initiatives.
  13. Apply and contribute to a framework of organizational policies and practices, when conducting business of the organization.
  14. Apply the principles of business ethics and corporate social responsibility to business decisions