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Honours Bachelor of Business Administration – Marketing Management Online
Expand your analytical and creative talents for a thriving career in which you predict customer behaviour and implement marketing plans that help drive company success.
Program Overview
Upskill in marketing with the Honours BBA – Marketing Management
Build practical skills for a high-demand role in marketing with the Sheridan College Honours Bachelor of Business Administration – Marketing Management online program. Coursework focuses on how to collect consumer data through market research and creating and implementing marketing plans. Plus, you will develop global business acumen with courses on market analysis, business communications and supply chain & operations management. Choose electives based on your professional goals and boost your resume and real-world experience with an internship.
Curriculum is informed by partners at top companies and taught by industry experts, empowering you to meet current and future demands. As a graduate of this online program, you will acquire Canadian Marketing Association (CMA) membership, which can expand your networking and job placement opportunities. This program meets the educational prerequisite needed for entry to the CMA's Chartered Marketer program.
As a graduate of this marketing management program, you will be able to:
- Build effective internal and external relationships using influencing, communication and consultative skills
- Assess business processes relative to organizational goals
- Develop comprehensive B2B and B2C marketing plans based on sound customer and competitive research, and that reflect an organization’s domestic and international strategic vision
- Design a marketing research study that will act as a key resource in the development of a marketing plan
- Develop a strategically focused integrated marketing communications plan using appropriate communications strategies based on research and analysis of a brand, its competition and consumer behaviour
- Develop a professional sales solution for a product or service to a prospective business-buying customer using appropriate sales methodologies
- Build effective internal and external relationships using influencing, communication and consultative skills
- Assess business processes relative to organizational goals
- Develop comprehensive B2B and B2C marketing plans based on sound customer and competitive research, and that reflect an organization’s domestic and international strategic vision
- Design a marketing research study that will act as a key resource in the development of a marketing plan
- Develop a strategically focused integrated marketing communications plan using appropriate communications strategies based on research and analysis of a brand, its competition and consumer behaviour
- Develop a professional sales solution for a product or service to a prospective business-buying customer using appropriate sales methodologies
Also available online:
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Tuition
Tuition details for the BBA Marketing Management Honours program
When you earn your Honours BBA – Marketing Management online, you’re investing in your future.
Program | Per Program |
---|---|
Honours BBA – Marketing Management | $25,720 |
*Tuition does not include additional fees and tuition fees may vary depending on your status as full time or part time. Click here for more information on our additional fees.
Tuition breakdown:
Calendar
Take note of these upcoming dates and deadlines
Sheridan College online programs are delivered in an accelerated online format that is ideal for flexibility and convenience. We offer multiple start dates per year, so you can begin your program when it suits your schedule.
Term | Start Date | App Deadline | Document Deadline | Registration Deadline | Tuition Deadline | Class End Date | Term Length |
---|---|---|---|---|---|---|---|
Winter A | 2025/01/06 | 2024/12/13 | 2024/12/13 | 2025/01/06 | 2025/01/31 | 2025/02/21 | 7 weeks |
Winter B | 2025/03/03 | 2025/02/25 | 2025/02/25 | 2025/03/03 | 2025/03/31 | 2025/04/17 | 7 weeks |
Spring/Summer A | 2025/05/05 | 2025/04/29 | 2025/04/29 | 2025/05/05 | 2025/05/31 | 2025/06/20 | 7 weeks |
Spring/Summer B | 2025/06/30 | 2025/06/24 | 2025/06/24 | 2025/06/30 | 2025/07/31 | 2025/08/15 | 7 weeks |
Ready To Take the Next Step?
Admissions
How to apply for the marketing management BBA honours program
Gain real-world work experience before graduation in the Marketing program. You'll have the benefit of completing a mandatory work term as part of your business degree. This provides valuable work experience and allows you to practice and finesse skills and concepts learned in class. Students who have already obtained more than 420 hours of program-related work experience can apply to have that previous experience applied to the internship credit during their studies. Review the streamlined admission process below for the online bachelor’s of business administration in marketing management program from Sheridan College.
Admission Requirements:
- Ontario Secondary School Diploma or equivalent
- Complete an online application
You must meet the following requirements for admission to the online Honours BBA – Marketing Management program.
- Ontario Secondary School Diploma or equivalent, including these required courses:
- English, Grade 12 (ENG4U or equivalent) with a minimum grade of 65%
PLUS
- Mathematics, Grade 12(U) (MCV4U, MDM4U, MHF4U or equivalent university-level Math) with a minimum grade of 60%
- Students who do not possess a university-level Math with a minimum 60% or who have achieved a grade below 60% may complete Sheridan’s Mathematical Functions for Business (MATH18263) course, which is offered through Continuing and Professional Studies. A minimum grade of 60% in MATH18263 is required for admission.
- Four other Grade 12 subjects (U or M) with a minimum grade of 60%
- Minimum 65% overall average
OR
- Two semesters of postsecondary education, including required courses, with a minimum of 65% overall average
Application Selection
Eligible applicants are selected on the basis of previous academic achievement (the average of their six highest senior-level credits, including required courses). Applicants who do not meet the admission requirements for this program may be advised individually regarding other related programs.
Courses
Personalize your learning experience with these course options
To graduate with a bachelor's degree in marketing management, you must complete a total of 120 credit hours, including 87 credit hours of core courses and 33 credit hours of elective courses.
Students can choose between BUSM40000D or BUSM40001D and BUSM30000D or BUSM30002D.
Internship = 2 credit hours
Learning outcomes:
- Identify relevant financial data used in making business decisions
- Explain the financial accounting elements to consider when making a decision that impacts an entity's financial position
- Explain the information communicated in the different parts of the financial statements and in annual reports
- Prepare financial statements using generally accepted accounting principles
- Interpret financial accounting information to respond to accounting issues and make appropriate decisions
- Determine the impact on business analysis of different financial accounting measures and forms of reporting
- Analyze the process of making a decision based on financial statements while considering the existing organizational structure, strategy, culture and external environment
- Assess all financial decisions with an ethical perspective on corporate responsibilities
- Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments
- Analyze financial information using software tools to make and communicate decisions
Learning outcomes:
Learning outcomes:
- Discuss how undergrad competencies may be used in their field of study, internship work-term and future career
- Reflect on their current skill level with respect to the undergrad competencies
- Create developmental goals for each competency
- Use collaboration and leadership skills to work effectively in a variety of groups
- Incorporate basic curiosity and imagination techniques in order to explore ideas beyond the first ones that might have come to mind
- Assess information that would be suitable to support the decision-making process in a typical workplace
- Use a variety of techniques to analyze data in order to aid the decision-making process
- Manage disappointments and risk-taking to follow through with tasks that have been assigned
- Practise professional business communication skills to share information in written and oral formats
- Apply agility and adaptability skills to manage the stress of fluctuating requirements and adapt to new and/or changing environments
- Apply critical thinking and problem-solving skills in order to explore a variety of perspectives and generate potential solutions to typical workplace challenges
- Reflect on the development of the undergraduate competences over the semester
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Develop strategies that will help them to operate successfully in the flipped classroom environment
- Identify opportunities for learning growth and development based on self-assessments on mindset and grit
- Discuss their preferred behaviour patterns based on a self-assessment and how that impacts on their learning experiences
- Explore ways to expand the number of learning techniques they use in their studies based on data that identifies their current preferred learning style
- Create strategies for overcoming typical time management challenges such as procrastination and lack of planning to support their success as a learner at Sheridan College
- Apply a variety of strategies to improve their study skills in the transition towards becoming a self-directed learner
- Create a learning development plan that will ease the transition to higher education and support ongoing success as a learner at Sheridan College
- Discuss Sheridan's Academic Integrity Policy and how it will impact on their learning experiences
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Discuss the role of management accounting in formulating and implementing an organization's strategy
- Apply cost accounting terminology, concepts, and procedures
- Analyze cost-volume- profit relationships and the effects of various changes on companies overall financial position
- Apply and evaluate various costing systems and techniques
- Analyze cost behaviour and prepare cost estimates
- Utilize various tools and software in performing different types of analysis
Learning outcomes:
- Explain properties of linear, quadratic, exponential and logarithmic functions
- Model simple business situations as a system of linear equations and inequalities
- Compute basic matrix operations
- Apply appropriate techniques for finding derivatives
- Identify critical points of a function through the application of derivatives
- Identify maxima and minima through application of Lagrange multipliers
- Compute partial derivatives for functions of several variables
- Compute anti-derivatives
- Compute the area under a curve using definite integrals
- Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly
Learning outcomes:
- Develop business messages that inform, request, persuade, and/or convey goodwill
- Apply communication strategies to accommodate different audiences
- Use research tools, including library databases and other online resources, to find relevant research sources
- Use APA guidelines to integrate research sources into writing
- Create a variety of business reports and presentations that are clear, concise and audience-focused
- Use appropriate communication channels and formatting to reinforce the intended message for the intended audience
- Apply ethical decision making when communicating both through speech and through writing
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Demonstrate proficiency in the steps of the selling process
- Determine effective relationship strategies in various business-to-business selling environments
- Develop a total sales solution using relationship management and customer decision principles
- Evaluate the importance of priority account management
- Develop sales forecasts using objective and subjective methods
- Plan a sales call by setting objectives and making the appointment
- Deliver a sales presentation that will earn a customer's commitment
- Apply different strategies for successful communications
- Select appropriate strategies to overcome buyer concerns and conflict situations
- Apply professional and ethical sales behaviour towards stakeholders
- Participate in the preparation and response of a Request for Proposal (RFP)
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Identify the steps in the marketing planning process
- Analyze issues facing a company, based on research findings from a macro and micro environmental analysis
- Construct overall marketing and financial objectives and rationale for a company
- Recommend marketing objectives, strategies and rationale, based on the analysis of a company and its market(s)
- Produce a one-year action plan to execute marketing strategies
- Communicate brand positioning using various marketing communications methods
- Analyze alternative product, distribution and pricing strategies with a view to maximizing return on investment
- Evaluate the results of a marketing plan relative to marketing objectives and a budget
- Effectively respond to questions and feedback regarding the marketing plan
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Analyze the mixed economic system and its focus on satisfying consumer needs and profit generation
- Compare different economic systems with Canada's mixed economic system
- Assess the various business ownership types
- Discuss the role and importance of entrepreneurship and innovation in the economy
- Describe trends in international business, including free trade and globalization
- Describe the importance and implications of business ethics and social responsibility in an enterprise
- Distinguish the types of management skills and strategic responsibilities that are required to carry out the management functions in planning, organizing, leading and controlling
- Explain each discipline according to its operational and strategic roles, as well as relationships to other disciplines
- Recommend appropriate strategic and operational plans for a simulated business case
- Evaluate the importance of and implications for organizations when embracing a culture of continuous improvement through change management
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Assess core business processes including order-to-cash, procure-to-pay and integrated production process
- Describe supporting business processes including Finance Accounting and Management Accounting (Controlling)
- Differentiate among a variety of business operations models including: make-to-stock, make-to-order, engineer-to-order and outsourcing
- Assess the impact of "master data" and "transactional data" requirements on how Enterprise Resource Planning (ERP) software supports an enterprise
- Assign typical activities in a business process to functional areas within an enterprise
- Simulate business transactions through entire business processes using an ERP system
- Predict relevant impacts on business operations resulting from a change in a process
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Develop a B2C digital marketing campaign plan to meet a company's business and marketing objectives
- Create a B2C target audience profile appropriate for the campaign
- Create campaign and content marketing strategies, and marketing messages to engage with the target audience
- Implement the digital marketing campaign plan with combinations of digital marketing channels including paid, owned and earned media
- Execute various digital marketing tactics including content marketing, search engine optimization (SEO), social media marketing, email marketing, influencer marketing, online advertising and customer relationship management (CRM)
- Assess the effectiveness of the digital campaign plans using data analytics tools and reflection on the campaign outcomes
- Explain the legal and ethical implications of digital marketing
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Measure basic macroeconomic variables (e.g., gross domestic product [real and nominal], the price level, the unemployment rate, the money supply)
- Analyze the measurement of basic macroeconomic phenomena
- Explain the influence of inflation and unemployment on economic growth
- Rationalize the government's policies towards inflation and unemployment
- Explain how commercial banks use deposit-taking and issuing loans to create money
- Explain the linkage between government fiscal policies (expenditures and taxation) and the level of national output
- Analyze the influence of the different fiscal policies on the aggregate supply model
- Compare basic macroeconomic models, including classical macro theory, Keynesian macro theory and the recent revisions of rational expectations, supply-side and general equilibrium theories
- Evaluate the effectiveness of international economic policies and programs
- Explain the impact of globalization on macroeconomics variables
- Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly
Learning outcomes:
- Analyze the key factors and responses between consumer behaviour and marketing
- Assess target markets to identify how consumer perceptions, memory, motivation, personality, values, learning history and attitudes influence a purchasing situation
- Distinguish between quantitative and qualitative research approaches used to study consumer behaviour
- Analyze different consumption patterns based on consumer-behaviour theories
- Apply the decision-making process model of consumer behaviour in a marketing situation
- Assess different purchasing situations according to external factors and adoption of new technologies that affect consumer behaviour
- Evaluate how group, opinion leaders and family decision-making influence consumers
- Recommend marketing strategies and tactics based on key consumer-behaviour variables
- Identify internal and external factors that impact consumer trends
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Explain the fundamental concepts of the market system scarcity, choice, opportunity costs and marginal analysis
- Communicate economic concepts with graphs and algebra
- Determine the main variables involved in economic problems and their relationships
- Develop models for explaining the decisions of consumers and producers in a market economy by utilizing such techniques as supply and demand analysis, utility and profit maximization
- Explain how elasticity and utility modify the allocation of goods/services
- Relate short-run and long-run costs to firms' production decisions
- Describe the impact of supply, demand, economic rent and profit on factor markets
- Evaluate different market structures in terms of consumer welfare and profit maximization
- Explain market failure and the need for government intervention in a market economy
- Appraise government policies and their effects on the economic behaviour on households and businesses
- Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly
Learning outcomes:
- Learn to formulate appropriate research problems and research objectives pertinent to market/marketing research
- Scrutinize the different research methodologies in marketing research
- Conduct secondary data research as it relates to a specific marketing problem
- Develop data collection instruments (questionnaires/surveys, observation tables, and other instruments)
- Conduct quantitative market research data analysis to obtain consumer and markets insight
- Prepare marketing research reports based on validity, reliability, generalizability
- Consider ethical issues, and limitations of research related to marketing research projects, in order to mitigate against potential harm to participants, the community and the organization
- Communicate marketing research results and recommendations using marketing best practices in verbal, written and visual forms
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Apply processes and techniques of marketing data collection, analysis and visualization
- Describe the logic of optimization and attribution in marketing analytics
- Explain the terminology and tools of marketing analytics
- Apply the practical tools and techniques of marketing analytics
- Discuss the roles of data technologies, data management systems and data visualization in marketing
- Recognize programming tools and structured query language
- Engage in social listening and content analysis
- Run field experiments, including A/B testing
- Interpret results of multiple marketing mix models
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Describe the research approaches and disciplines that contribute to organizational behaviour as a behavioural science
- Describe how perception, personality, values, attitudes and stress influence employee behaviour and organizational performance
- Apply motivation concepts to enhance job satisfaction and enthusiasm
- Evaluate factors influencing team effectiveness within organizations
- Demonstrate effective communication skills within organizational contexts
- Apply contemporary conflict management techniques to various sources of conflict
- Assess sources of power within an organization and the influence of politics on organizational decision-making
- Apply the various leadership theories and their impact on organizational functions
- Explain the role that organizational culture plays in influencing employee behaviour
- Identify the key elements and traditional versus contemporary designs of organizational structure
- Outline approaches for managing change including resistance
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Analyze customer buyer behaviour and motivation, in order to accurately position brands
- Conduct macro-environmental and competitive analyses in preparation for developing a marketing plan
- Identify strengths, weaknesses, opportunities and threats relating to a brand, and use these as a basis for formulating marketing strategies
- Construct market segments, target markets, and product positioning, to focus all marketing communications
- Develop an integrated marketing plan for a brand, including product, pricing, promotion and distribution action plans, with rationale and controls
- Create a basic communications plan within the context of a marketing plan, including advertising, public relations, promotion, social media, internet marketing and personal selling
- Assess domestic and global marketing strategies that will provide enterprises with a competitive advantage
- Identify ethical and social responsibility issues facing companies and brands
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Prepare reports pertinent to the business environment and environmental sustainability considering different research methodologies, and research ethics implications
- Differentiate between quantitative and qualitative methods of inquiry
- Critically evaluate research for validity, reliability and generalizability
- Conduct data analysis and interpret research findings from a business perspective
- Create a research proposal for a specific business opportunity following a structured research process
- Draw supportable conclusions based on both quantitative and qualitative methods
- Communicate clearly and concisely to appropriate stakeholders in appropriate verbal, written and visual forms
- Identify sources of information using appropriate research tools
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Understand the essential elements of Information Systems, the importance of data, information and knowledge and the components of Computer-Based Information Systems
- Understand the fundamental Information technology components of hardware, software, networks, and databases and explain how these components work together
- Explain the different types of business information systems that organizations employ, the ways these information systems are used, and why their use is essential for successful organizations
- Describe how organizations acquire and develop information systems for their organization
- Understand the concepts of privacy, security, and ethical considerations when organizations design, develop and use information systems
- Apply a recognized data analytics process for different types of data analytics
- Prepare data for analysis, ensuring data is validated, duplicates are removed, and privacy and security of the data is recognized
- Apply various data analytics functionalities of Excel to solve simulated data focused problems
- Develop data storytelling solutions using powerful data visualization tools such as Microsoft PowerBI and Tableau
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional quality assignments
Learning outcomes:
- Apply legal analysis in evaluating business scenarios
- Explain the importance of law in managing business risks and identifying business opportunities
- Identify the fundamental features of the Canadian legal system including the constitutional division of power, the Charter of Rights and Freedoms, and how laws are made
- Apply the law of contracts including what a contract is, how a contract is formed, remedies available for breach of contract, and contractual defects
- Apply the law of tort including negligence torts and intentional torts
- Evaluate the appropriate forms of business organization in different scenarios
- Assess basic legal problems arising from business scenarios in the areas of contracts, torts, forms of business organization, intellectual property, secured transactions, and other areas
- Evaluate current legal topics of interest to business
- Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly
Learning outcomes:
- Interpret the measures of descriptive statistics and their uses in reports
- Choose an appropriate method to solve probability problems
- Determine probabilities using the normal distribution
- Create a sample design including the type of sample and sample size
- Determine the critical values for a hypothesis test to compare properties of two populations
- Analyze the results of a hypothesis test to inform decisions
- Calculate a trend line, a regression line, and multiple regression coefficients to describe a set of data
- Interpret index numbers to assess changes in data
- Evaluate a company's financial options through application of statistical decision theory
- Develop a linear programming model to describe a business situation
- Interpret the results of a linear program to inform business decisions
- Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly
Learning outcomes:
- Value securities by applying the concepts of time value of money, inflation and taxation
- Apply the main capital budgeting methods to make appropriate investment decisions
- Evaluate corporate performance and worth through the use of financial ratio analysis and industry comparisons
- Assess a company's credit worthiness from the analysis of financial statements and the development of appropriate financial ratios
- Discuss the principal/agent relationship in financial dealings
- Evaluate various sources of financing available to a corporation
- Predict project and corporate cash flows, applying sensitivity analysis to optimize corporate decisions
- Analyze a company's finance function, (corporate finance, treasury, capital management, accounting etc ) its operation and its relationship to other functional areas (marketing, HR etc )
- Use appropriate financial software to complete financial analyses
- Present appropriate data in professional format to support decision making
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Relate the key functional areas of a company to their roles in the supply or service chain
- Describe how the supply chain and operations support the overall strategy of an organization
- Explain the impact of economies of scale on the capacity of a company
- Describe the organization of production processes within the framework of the Product-Process matrix
- Contrast the characteristics of service processes and manufacturing processes
- Distinguish between the various dimensions of quality
- Differentiate between Purchasing and Strategic Sourcing
- Explain the impact of facility location on supply chain performance
- Describe the impact of distribution policies in relation to inventory levels, location and flows
- Contrast qualitative and quantitative demand forecasting techniques
- Discuss appropriate risk mitigation options for different areas of operations
- Discuss the importance of inventory management
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Describe the state of entrepreneurship and small business in Canada
- Outline the impact of government on small business
- Create a self-development plan based on demographic and personality characteristics of successful entrepreneurs
- Incorporate an entrepreneurial philosophical approach to problems and opportunities
- Analyze the advantages and disadvantages of creating a business, buying a business, or running a franchise
- Assess different forms of business ownership, including incorporation, partnership, strategic alliance, and licenced distributor
- Describe alternatives to financing entrepreneurial business ventures
- Create a unique new business concept using ideation methodologies
- Construct a feasibility analysis for a new business opportunity
- Develop an investor-ready business plan for presentation to potential investors
- Critique business plans from an investor perspective
- Utilize financial ratios to assess an existing small business
- Construct a cash flow statement, an income statement, and balance sheet for a new business
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Apply the primary theoretical frameworks and perspectives of ethics in critiquing and assessing business strategies and decisions
- Assess the sustainability of businesses from economic, social and environmental perspectives
- Evaluate the corporate social responsibility (CSR) of domestic and international business activities by applying Carroll's pyramid of responsibilities
- Apply stakeholder analysis by examining the key stakeholders of a business, in particular, owners/shareholders, customers, employees and communities, in order to assess business decisions from a CSR perspective
- Identify ethical and sustainability issues related to corporate governance
- Apply environmental, social and governance (ESG) as a framework to assess an organization's business practices and performance with regard to sustainability and ethics
- Determine the role of business in the pursuit of the United Nations’ sustainability development goals (SDGs)
- Evaluate ethical issues arising from manufacturing and sourcing from foreign countries
- Explain the impacts of climate change and the potential roles of countries, organizations, and individuals in mitigating those impacts
- Examine topics of current interest involving ethics, sustainability and CSR including issues arising from the use of technology such as social media and artificial intelligence
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials (including artificial intelligence tools) responsibly and appropriately
Learning outcomes:
- Conduct a situation analysis to uncover insights that will drive the IMC campaign strategy, including an analysis of: macroenvironmental factors, market/industry developments, the competitive landscape and the current state of the client's product, concept, good and/or service
- Examine the role of consumer behaviour and buying influences in the consumer buying process
- Examine Canadian advertising regulations and ethics in the preparation of the communications campaign
- Identify a suitable target audience for the campaign, based on the brand’s positioning market segmentation and competitive analyses
- Develop communication and behavioural objectives for the campaign
- Develop the campaign creative strategy, including defining the creative objective, the big idea, key consumer benefits and brand personality
- Propose appropriate message appeal techniques and creative execution styles for target audience and communications objectives
- Evaluate the relative advantages and disadvantages of different types of media
- Identify metrics and measurement techniques to understand if the campaign's communication and creative objectives have been achieved
- Develop a strategically focused integrated marketing communications campaign for a brand, utilizing appropriate communication strategies, including media plan and budget
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Describe the key components of a strategic plan
- Identify key stakeholder groups and their criteria for success
- Perform a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis and PESTLE analysis to inform strategic direction considering domestic and international environments
- Create mission and vision statements and core values for an organization
- Develop strategic objectives aligning with functional priorities, identifying implementation/execution critical success factors
- Design a scorecard to capture the key performance indicators
- Develop a financial plan aligned to the strategic plan
- Deliver a strategic direction report and presentation
- Identify human resources and change management improvements as well as value chain and operational improvement in pursuit of a company's strategic direction
- Apply marketing principles to a company's strategic direction
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Create a relevant statement of work for the business client project
- Assess the industry and external environment in which the business client is competing
- Perform an internal analysis of the business client using analytical tools to assess a company's industry position
- Evaluate the competitive environment of the industry in which the business client competes
- Assess the components of the business client's strategic plan, marketing strategy, and revenue model to guide the goals of the project
- Evaluate relevant operational plans of the business client and provide recommendations for future implementation
- Develop the business client's financial model, forecast plans and risk mitigation strategies
- Propose an action plan and timeline for recommendations
- Communicate professionally to the business client, through meetings, emails, assignments and an executive summary presentation
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Create a shareable showcase e-portfolio designed for use in their discipline
- Synthesize their development in the BBA Undergraduate Competencies
- Integrate feedback on their draft portfolio
- Incorporate personally meaningful self-awareness, self-management, and reflective practice into final showcase portfolio
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Compare the nature of political, economic, cultural and social systems in major countries of the world
- Evaluate the benefits and challenges of the global business environment for Canada
- Generate practical business action plans that mitigate the risks of international business in Canada while exploiting the advantages
- Analyze the role of international trade agreements and their implications for business
- Explain the role of international trade and monetary institutions in today's global business environment
- Develop practical and creative strategies and solutions for use by firms operating in an international business environment
- Assess the human resource function of a Multinational Enterprise and recommend actions for the global human resource function
- Evaluate how an Multinational Enterprise's organizational structure is designed to support its global strategy
- Communicate effectively in written and oral form using appropriate international business terminology
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Analyze argumentative essays and articles
- Produce detailed critical responses to texts, both written and oral
- Evaluate evidence presented in various arguments
- Integrate primary and secondary sources in the construction of clear, organized research essays and presentations
- Formulate original and informed ideas about a selection of topics and contemporary issues
- Design arguments based on theoretical models
- Collaborate with group members using effective interpersonal communication techniques
- Use proper styles of documentation
Learning outcomes:
- Compare the cultural and legal environments in Canada and other countries that have impact on the development of a global marketing plan
- Evaluate the global business environment and the impact on marketing processes
- Recommend specific global markets relative to established business criteria
- Evaluate a firm's strengths and weaknesses and their implication on the potential in global markets
- Determine the global opportunity and threats facing a firm in a global environment
- Analyze qualitative and quantitative data to determine how domestic marketing plans need to be modified to address global markets
- Develop an effective relationship with a client company that is reflective of the client priorities, policies and procedures
- Evaluate various entry strategies a company might employ in order to establish operations or sell its products in foreign markets
- Formulate a progressive, integrated and well-documented global marketing plan
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Evaluate the role of innovation within a marketing context
- Evaluate marketing problems and opportunities with a view to identifying growth opportunities
- Apply creative problem-solving techniques to generate novel and useful solutions to marketing problems and opportunities
- Analyze competitive strategies to uncover gaps and business opportunities
- Recommend innovative marketing strategies used to capture business expansion opportunities
- Analyze the rewards and risks associated with various marketing growth strategies
- Assess how research is used to support marketing innovation
- Explain the new product development process that is used to launch new products
- Identify innovative distribution approaches for products and services
- Recommend effective pricing strategies that can grow businesses
- Construct communications strategies for accelerating business growth or launching new products and services
- Identify innovative global marketing opportunities for expanding distribution
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Contrast how customized one-to-one customer relationships are different from typical customer-brand interactions
- Analyze the strategic role of customer relationships in achieving a company's marketing, sales, customer service and operational objectives
- Develop a comprehensive strategic relationship marketing plan for an organization which includes research, understanding the elements of a one-to-one relationship marketing program, environmental analysis, customer identification, loyalty and differentiation
- Design a one-to-one relationship marketing campaign focused on the individualized needs of customers
- Distinguish the functional capabilities of relationship marketing technologies
- Evaluate implementation, organizational and customer issues surrounding a relationship marketing strategy
- Produce query-based relationship marketing reports from a database using data mining techniques
- Optimize customer value and the return on relationship marketing investment by utilizing different relationship marketing tools
- Assess business processes from data collected across the organization through customer analytics, social media metrics and predictive modeling to build the success of the customer-centric enterprise
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Develop a B2B digital marketing campaign plan to meet a company's business and marketing objectives
- Create multiple B2B target audiences and their profiles appropriate for the campaign
- Create campaign and content marketing strategies, and marketing messages to engage with multiple audiences
- Implement the digital marketing campaign plan with combinations of digital marketing channels, including owned and earned media with a focus on paid media
- Execute various digital marketing tactics including online advertising, professional networking, content marketing, search engine optimization (SEO), social media marketing, email marketing, digital video and customer relationship management (CRM)
- Assess the effectiveness of the digital campaign plans using data analytics tools and reflection on the campaign outcomes
- Explain the legal and ethical implications of digital marketing
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Describe fundamentals of international economics and finance
- Classify and analyze the roles of international institutions, including United Nations role on sustainable production, consumption, and trade
- Explain classical and modern trade theories
- Apply economic principles to interpret various aspects of global trade policies
- Discuss the reasons of tariffs and non-tariff barriers to trade and their impact on regional and international trade
- Assess trade policies, labour and environmental standards on international trade
- Develop analytical methods to analyze international trade issues
- Discuss global finance and investment, foreign exchange mechanisms, exchange rate policy, and global capital market and their impact
- Assess regional issues in global economy
- Demonstrate professional behaviours, including: a. meet due dates b. produce professional quality reports and presentations c. use reference materials responsibly
Learning outcomes:
- Compare the ways in which business is conducted, in general terms, in selected global environments
- Compare management skills required under selected global business environments
- Analyze specific culture-sensitive models of business communication
- Analyze cultural values in relation to issues of social organization, context, and authority and management
- Evaluate the implications of the values of a particular culture in the areas of business communication, management and negotiation
- Design effective strategies for use in communication, negotiations, cross cultural conflict and management in multi-cultural settings that reflect cultural awareness and respect
- Critique personal views and perspectives against a framework of cultural awareness
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality reports and presentations d. use reference materials responsibly
Learning outcomes:
- Discuss the project management knowledge areas covered by the Project Management Institute's (PMI) Body of Knowledge
- Prepare risk assessment and mitigation strategies
- Evaluate tradeoffs between time, costs, scope and quality
- Apply project management knowledge areas to initiate, plan, execute, monitor, control, and close projects
- Use software to manage project throughout its different phases
- Develop solutions to domestic and international issues leading to successful project management processes documents and outcomes
- Develop project management plans that integrate stakeholder perspectives
- Propose appropriate solutions to case studies and assignments
- Effectively communicate through individual and group reports
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Learning outcomes:
- Identify contemporary and emerging issues related to special topics
- Complete a formal literature review and a literature review paper
- Assess contemporary and emerging issues related to specific thematic or discipline-based business topics
- Discuss the importance and implications of contemporary and emerging issues to the business environment
- Assess the business challenges and opportunities associated with identified contemporary and emerging issues
- Evaluate contemporary and emerging issues from the organizational, domestic and/or global perspective
- Identify appropriate recommendations, analysis or future research to facilitate a better understanding of business challenges and opportunities
- Apply the case writing process
- Demonstrate professional behaviours including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly
Learning outcomes:
- Discuss the importance of creativity and innovation within an organizational context
- Utilize creative processes, tools and techniques to generate ideas and problem solve
- Differentiate between different types of innovation including product, process, and business model innovation
- Assess how an organization's structure and culture can impact creativity and innovation
- Identify different characteristics of innovative organizations
- Assess different sources and factors that aid innovation within an organization
- Describe how successful organizations differentiate themselves in the development of new products
- Evaluate strategies and business processes used by organizations to foster sustaining and disruptive innovations
- Recommend alternative business models used to capture new market opportunities
- Explain different strategies for acquiring and maintaining intellectual capital used in the innovation process
- Assess the impact of disruptive innovation at an industry level
- Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly
Gain real-world work experience before graduation
In the Marketing program, you'll have the benefit of completing a mandatory work term as part of your business degree. This provides valuable work experience and allows you to practice and finesse skills and concepts learned in class. Students who have already obtained more than 420 hours of program-related work experience can apply to have that previous experience applied to the internship credit during their studies.
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