What can I do with a major in Marketing

Marketing is both an art and a science, appealing to creative people and those with a more analytical orientation. Marketers are the crucial link between the organization and its customers/end-users and its suppliers, concerned with building relationships that are valuable for all parties. Consequently, marketing is rooted in a strong understanding of the customer, whether an individual consumer or another organization. The job of a marketer involves identifying consumer needs, developing new products/services, developing communications strategies, ensuring products and services are available where and when consumers want them, determining prices, and adjusting all of these to international markets and different cultures.

Students will balance practical project experience with the latest theoretical concepts. Students will take courses in basic marketing theories, marketing research, consumer behaviour, and choose electives in advertising, retailing, sales management, socially responsible marketing, and international marketing to suit their career goals.

Students may also consider combined degrees. The combined degrees leverage synergies with other Bachelor programs and open up additional career opportunities

Students interested in Marketing can complete:

  • Bachelor of Management (Marketing)
  • Bachelor of Management (Marketing)/Bachelor of Arts
  • Bachelor of Management (Marketing)/Bachelor of Science

Program Planning Guides


  • Ability to Influence, Persuade & Negotiate
  • Analyze & Interpret Data
  • Analyze Customer Needs & Wants
  • Critical & Analytical Thinking
  • Develop & Execute Strategic Marketing Plans
  • Develop & Maintain Customer Relationships
  • Flexibility & Creativity
  • Knowledge of Pricing Strategies
  • Leadership
  • Oral & Written Communication
  • Organizational
  • Prepare Reports
  • Presentation
  • Problem Solving
  • Research


  • Statistical Analysis
  • Teamwork
  • Technological Competence
  • Time Management
  • Understand Marketing Issues, Technologies & Methodologies
  • Understand, Utilize & Advertise Products/ Services
  • Work Independently

Work Environment 

Marketing professionals can work in almost any industry across the globe. Graduates of the Marketing program may find employment with consumer product companies, professional services firms, advertising agencies, computer and telecommunication companies, universities and research institutions, media and broadcasting organizations, charities and non-profit organizations or governmental organizations.


Key Areas of Specialization:  

  • Marketing Theory
  • Marketing Research
  • Consumer Behaviour
  • Advertising
  • Retailing
  • Sales Management
  • Socially Responsible Marketing
  • International Marketing


Career Possibilities 

These jobs are normally intended for new graduates and require 0 to 2 years of experience. It is important to note that many entry level positions require some related experience or demonstrated ability to perform job-related tasks. Even those positions that do not require experience will still prefer an experienced candidate, if one is available.

  • Advertising/Marketing Coordinator
  • Communications Advisor/ Coordinator
  • Field Marketing Distributor
  • Junior Marketing & Media Coordinator
  • Marketing Assistant
  • Marketing & Communications Specialist
  • Marketing & Sales Coordinator
  • Media & Community Relations Coordinator
  • Program Coordinator – Event Marketing
  • Promotions Coordinator
  • Social Media Coordinator
  • Special Projects/Social Media & Events Coordinator
  • Recruitment Coordinator
  • Recruitment Officer

These jobs generally require extensive, relevant work experience and/or further education.

  • Account Manager
  • Advertising & Promotions Specialist
  • Advertising Account Executive
  • Advertising Coordinator
  • Brand Manager
  • Brand Strategist
  • Business Administrator
  • Business Consultant
  • Buyer/Merchandiser
  • Community Relations Manager
  • Consumer Advocate
  • Consumer Affairs Specialist
  • Consumer Psychologist
  • Copywriter
  • Communications Officer
  • Customer Service Representative/ Supervisor
  • Digital Marketing & E-Commerce Specialist
  • Direct Marketer
  • Forecast Analyst/Demand Planner
  • General Manager
  • Healthcare Marketer
  • International Marketer
  • Internet Marketer
  • Market Research Analyst
  • Marketing Educator
  • Marketing Manager
  • Marketing Research Director
  • Merchandising Manager
  • Non-Profit Marketer
  • Music & Entertainment Marketer
  • New Product Development Specialist
  • Product & Brand Manager
  • Project Manager
  • Promotions Coordinator/ Manager
  • Public Affairs Consultant
  • Public Relations Specialist
  • Purchasing Agent/Buyer
  • Real Estate Agent
  • Retail Manager
  • Risk Manager
  • Sales Manager
  • Sales Merchandiser
  • Social Media Consultant
  • Sports Marketer
  • Strategy Planner

On average, people change their careers three to five times in their lifetime.  So, no matter what major you choose, you may still be interested in opportunities totally unrelated to your program of study.  We encourage you to be open to all possibilities!  Your undergraduate degree can be a springboard for other educational pursuits, and your transferable skills and experience can prepare you to work in a multitude of settings.

  • Art Director
  • Bank Researcher
  • Banking Representative
  • Broadcast Technician
  • Broadcaster
  • Director of Corporate Events
  • Entrepreneur
  • Executive Assistant
  • Field Interviewer
  • Field Service Director
  • Financial Analyst
  • Fundraising Coordinator
  • General Manager
  • Journalist
  • Media Correspondent
  • Media Planner
  • Multimedia Designer
  • Non-Profit Administrator
  • Paralegal
  • Politician
  • Public Speaking Coach
  • Stockbroker
  • Tourism Consultant
  • Trade Show Coordinator
  • Traffic Coordinator
  • Training & Development Officer

Useful Resources

Add Value to Your Degree

The more you do to differentiate yourself, the more likely you are to succeed in building a fulfilling career path for yourself. It takes more than just attending classes to stand out amongst other students and new graduates. Become an explorer! Try new things, challenge yourself, build unique skills, and connect with diverse people.

Use the ideas listed below to help you brainstorm experiences to add value to your degree. For more ideas on experiential opportunities at the University of Lethbridge, view the Student Experience Transcript. 

Making connections with others is one of the best ways to learn about the world of work and gain access to career-building opportunities. Making meaningful connections with people is often called building a network.  Building these connections can give you access to jobs before they are posted, or to jobs that are not publicly posted. Employers like to hire people they have already built relationships with, and are more likely to hire people who have been recommended by trusted colleagues and friends.

Start building your network by attending Career Fairs and other on-campus recruitment events found on the Career Services Events page within the Career Bridge portal. Get introduced to career professionals in a welcoming and approachable way through uLethbridge Connect at Ten Thousand Coffees. Consider joining a professional association to help you find opportunities to meet experienced professionals in your field, find training opportunities, be paired with a mentor, or get involved in committees or other volunteer positions.

d professionals in your field, find training opportunities, be paired with a mentor, or get involved in committees or other volunteer positions.


Co-operative Education allows you to earn income through real-world work experience that is related to your academic studies. Completing a co-op work term provides you with an opportunity to build your skills in a practical work setting, network with employers, and increase your marketability after graduation.


Co-operative education is available to undergraduate and graduate-level students within a variety of programs in the Faculty of Arts & Science, Dhillon School of Business, Faculty of Fine Arts, and Faculty of Health Sciences. Learn more about eligibility requirements and how co-op works here.

The Applied Studies program offers you the opportunity to earn academic credit for learning gained through employment or volunteer experiences. Placements provide skill development and experiential learning related to your studies by integrating principles learned in the classroom with practical situations encountered on the job.

Participating in clubs and running for student government are great ways to build employability skills, learn how to work with others, and demonstrate your leadership abilities.

The University of Lethbridge Students’ Union is committed to building a rewarding and enriching experience for undergraduate students. They have positions for Executive Council members and General Assembly members, as well as an extensive list of ratified clubs, offering opportunities to get involved in areas of interest and in leadership positions.

The Graduate Students’ Association’s mandate is to identify and advocate for graduate student needs. They have GSA Executive positions, GSA Council positions, and a mentorship program for incoming students.  


The University of Lethbridge provides many different opportunities to gain research experience in addition to the required courses in your degree program.

An independent study is a chance for you to design your own research project for course credit under the supervision of a professor of your choice. Course work usually requires independent library research and/or field work and/or a major term paper. For more information, meet with an Academic Advisor and the Department or Faculty member under whom you wish to pursue an Independent Study.

You can also opt to complete an Undergraduate Thesis Course. This will allow you to earn an “Honours Thesis” designation on your degree and is a great springboard into graduate studies and professional programs. Fourth-year standing and a cumulative GPA of 3.30 is required to complete an Honours Thesis; it is also helpful to have previous research experience like Independent Studies. For more information, contact the Department or Faculty member under whom you with to pursue your Honours Thesis.

The Office of Research and Innovation Services has a wealth of information on additional research opportunities for students, including Student Funding, Student Research Positions, AGILITY, and events. The School of Graduate Studies has information on Research Opportunities/Graduate Student Positions and GA/Co-op/Internship Opportunities. If you are interested in building your research portfolio, do not miss out on these opportunities!

International experience builds valuable employability skills like adaptability, multi-cultural awareness, and the initiative to take on new challenges. Gain an international perspective by participating in Education Abroad opportunities like semester exchanges, study tours, field studies, work-study tours, internships, and more.  Learn about international careers and resources through MyWorldAbroad (available within the Career Bridge portal). 




Volunteerism is an excellent way to demonstrate your current skills, build new skills, and grow your network. If you are not sure where to get started, connect with UVolunteer, the University of Lethbridge’s partnership with Volunteer Lethbridge. If you already volunteer, UVolunteer can provide you with a framework to organize and document your volunteer work. If you are not sure how or where to get involved, UVolunteer can help you find volunteer opportunities that meet your needs and the needs of your community. Also consider volunteering with a local Board, Commission, or Committee