Marketing, a combination of art and science, is the core of any business. It helps identify consumer needs, guides the development of new products, services or communications strategies, determines prices, and has the ability to adjust all of these for domestic and international markets. Almost one-third of North Americans are employed in marketing or marketing-related positions.

As a marketer, you’ll be the crucial link between an organization, their suppliers and their end-users, building relationships that benefit all parties. You must have a strong understanding of the customer, whether an individual or an organization so they can effectively advise on all aspects of marketing. You must also be creative and show strong analytical abilities and have excellent communications skills (including listening).

You'll learn to balance project experience with the latest theoretical concepts and study courses like consumer behaviour, advertising and promotions, managing responsibly in a global environment, economics, sports marketing, communications and social media, cross-cultural marketing, and statistics. You'll also draw from fields such as history, English, political science, economics and sociology.

The marketing major offers optional concentrations in Marketing Communications or Socially Responsible Marketing. All of our Bachelor of Management degrees have these concentrations available except for the combined degrees.

You may also choose a minor to enhance your knowledge in a secondary line of study. Many minors complement marketing well such as art history, accounting, family and small business management, English, new media, sociology, economics, Indigenous business management and international management. Learn more about our available minors.

Why take marketing at the Dhillon School of Business?

The Dhillon School of Business is home to the internationally known Institute for Consumer and Social Well-being (ICSW). You’ll get to learn from members of ICSW as they are all marketing faculty. Their research and community workshops focus on addressing issues of corporate social responsibility, non-profit marketing, environmentalism, social-change marketing and more. Select students even have the opportunity to work with ICSW conducting cutting-edge research.

Many of our students also enrol in co-operative education while at the Dhillon School of Business. Co-op allows you to get paid work experience before you graduate and can even help you land a job immediately after graduation.

Employment stats for a career in marketing*

Job postings in the last 12 months

• Canada: 22,700
• Alberta: 3,408

Average salary 

• Canada (zero to five years of experience): $67,500
• Canada (six years of experience or more): $111,900
• Alberta (zero to five years of experience): $69,900
• Alberta (six years of experience or more): $103,700

Top employers hiring

Canada:

• BMO Harris Bank
• University of Toronto
• University of British Columbia
• Pinchin Ltd. 
• Stantec

Alberta: 

• University of Calgary
• University of Alberta
• Stantec
• Mount Royal University 
• Government of Alberta

* Employment data provided by Lightcast 2024. 

The advantages of being a Dhillon School of Business student

Experiential learning

You’ll have lots of opportunities to apply the theories you’ve learned in the classroom to real-life, hands-on situations as well as programs to help you connect with our student community. As a Dhillon student, you'll have access to these experiential programs and more:

• Co-operative Education (Co-op)
• DSB Edge
• Student Professional Development
• Integrated Management Experience (IME)
• Student Managed Investment Fund
• Dhillon School of Business student clubs
• Hungary work-study
• Malaysia work-study
• International exchanges
• Case competitions

Visit our Dhillon School of Business website to learn more about student experience opportunities.

Education that’s personal

Our students say they chose the Dhillon School of Business because of the smaller class sizes and more personal and supportive approach to teaching. Here you’ll get many opportunities to connect and interact with your professors and peers to set you up for success.

Flexible study options

Whether you’re a traditional student interested in our Lethbridge campus with full-time classes during the day or a working professional interested in the Calgary Campus’s evening and weekend classes, we have a flexible study option for you.

Internationally recognized for quality

As an AACSB accredited business school, the Dhillon School of Business have met very rigorous quality standards proven to provide you with the best in business education worldwide. You can trust that your education here will give you a distinct advantage in the real world including more competitive salaries, more employers interested in you after graduation and more. See all our professional accreditations and designations.