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Credentials available

  • Bachelor of Management
  • Bachelor of Management as a Second Degree
  • Post-Diploma Bachelor of Management
  • Management Certificate
  • Combined degrees with Management (Lethbridge campus)


  • Lethbridge
  • Calgary


Fall & Spring

Program description

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, ensuring products and services are available where and when consumers want them; 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.

Marketers themselves are the crucial link between an organization, their suppliers and their end-users, building relationships that benefit all parties. Marketers must have a strong understanding of the customer, whether an individual or an organization so they can effectively advise on all aspects of marketing.

If you are strategic, creative, practical, enjoy both people and numbers, show strong analytical abilities and have excellent communications skills (including listening), marketing may interest you. While different types of marketing jobs require different skill sets, some of the main skills a marketer needs are to communicate effectively, work independently, be self-motivated and show initiative.

About the Marketing major

You'll 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.

You'll learn how to balance project experience with the latest theoretical concepts and choose from electives in advertising, retailing, sales management, socially responsible marketing and international marketing.

The marketing major also 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.

AACSB accreditation

The Association to Advance Collegiate Schools of Business (AACSB) International is the world’s largest global business education network and the Dhillon School of Business is part of only six per cent of business schools worldwide accredited by this international network.

Students who graduate from an AACSB accredited school are contenders for careers with top, global organizations who only hire from AACSB accredited schools; they are offered more competitive salaries; they have a better chance of getting into graduate programs; and they have more employers interested in them after graduation.

When you graduate from the Dhillon School of Business you’ll get all these AACSB benefits as well as the assurance of the highest quality and most relevant education out there.

Dual campuses

We also offer the flexibility of two campuses: Lethbridge and Calgary. Our Calgary Campus will meet the needs of working professionals with evening and weekend classes, while the Lethbridge campus is more traditional with an emphasis on daytime classes and a wide range of extra-curricular opportunities to explore. Both locations welcome international and mature students.

Additional opportunities

You may also add a minor to enhance a your resumé and be recognized on your transcript. Several minors complement marketing, such as not-for-profit/social responsibility, new media, and population health. Learn more about our available minors.

Experiential education opportunities

There are many opportunities for students to apply the theories they've learned in the classroom to real-life, hands-on situations. As a Dhillon student, you'll have access to these programs and more:

You can also visit our Dhillon School of Business website to learn about more student experience opportunities.

Management Certificate

If you’re changing your focus professionally or if you do not wish to pursue an entire degree, you can complete a management certificate in this area of study.

Possible careers

As a marketing professional, you can work in any industry across the globe in areas such as:

  • Advertising and promotions
  • Buyer/merchandiser
  • Consumer psychologist
  • Consumer affairs specialist
  • Customer service
  • Digital marketing and e-commerce
  • Direct marketer
  • Entrepreneurial activities
  • Healthcare marketing
  • Hospitality
  • International marketing
  • Marketing education
  • Marketing management
  • Marketing research
  • Music & entertainment marketing
  • New product development
  • Non-profit marketing
  • Product and brand management
  • Public relations
  • Retail management
  • Sales and sales management
  • Sports marketing

“By participating in an international work study in Hungary, I learned the importance of marketing research. They were always pushing it in class but it wasn’t an area of interest for me. I always pushed it aside. But I learned, especially when I was doing the web analysis for Red Bull, how important it is to know the numbers.”- Kathy, BA/BMgt ‘16, Kathy is now the Marketing, Game Day, and Public Relations Coordinator at WHL’s Lethbridge Hurricanes Hockey Club.

Sample classes

  • MKTG 3205: Sports Marketing
  • MKTG 3225: Brand Management
  • MKTG 3260: Not-for-profit Marketing
  • MKTG 3806: Small Business Management
  • MKTG 4215: Advanced Marketing Communications and Social Media

For a complete list of courses available in our Marketing program, check out our program planning guide (PDF).

Additional information

For current information on admission and program requirements, visit the Registrar's Office website.
Not from Alberta? View other provinces' grade 12-level subjects.