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Options 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, 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*


Dhillon School of Business - Finance job postings

Job postings in the last 12 months


  • Canada: 16,741
  • Alberta: 1,527


Dhillon School of Business - Finance salary

Average salary 


  • Canada (zero to five years of experience): $67,500
  • Canada (six years of experience or more): $96,100
  • Alberta (zero to five years of experience): $64,600
  • Alberta (six years of experience or more): $86,500


Dhillon School of Business - Finance

Top employers hiring



  • Sun Life Financial
  • Stantec
  • Digital Radiocommunications
  • World Vision Canada
  • BMO Harris Bank


  • AMA
  • Government of Alberta
  • Stantec
  • KPMG
  • Sysco

* Employment data provided by Lightcast 2023. 


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:

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.


Possible careers

Dhillon School of Business - Finance job postings

Top job titles in Alberta and/or Canada*

  • Marketing manager
  • Product manager
  • Marketing specialist
  • Digital marketing specialist
  • Communications specialist

Other possible careers

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

Admission requirements


​For admission, Canadian high school students in Alberta must have completed five of the following courses with a minimum 65% average across them:

This course
  • English Language Arts 30-1
Three of these courses
  • Aboriginal Studies 30
  • Art 30 or Art 31
  • Biology 30
  • Chemistry 30
  • Choral Music 30, General Music 30, or Instrumental Music 30
  • Dance 35
  • Drama 30
  • Mathematics 30-1 or Mathematics 30-2
  • Mathematics 31
  • Physics 30
  • Science 30
  • Social Studies 30-1
  • Five credits in Advanced-level CTS Computer Science (CSE)
  • One or more distinct languages at the 30 level
One additional
  • That has not already been used
  • May be from the list above
  • Must be at the 30 level
  • Must be worth at least five credits (multiple courses worth a total of five or more credits can be used)
  • Cannot be a Special Project


This program also requires

One of the courses you include must be:

  • Mathematics 30-1 or 30-2



First year cost estimator

For Marketing

Let us help you understand your tuition and fees for your first year at the University of Lethbridge.

“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).