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.

Apply by: 2025/02/25
Start classes: 2025/03/03
Apply Now

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:

At Sheridan, we offer a variety of innovative online programs that can help you advance. Explore other undergraduate programs.

Total Tuition: $25,720
Transfer Credits: Past completed credits might apply towards your program
Credit Hours: 120
Apply Now

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Call +1-833-588-4325

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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.

Tuition breakdown:

Total Tuition: $25,720
Credit Hours: 120

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.

Apply by 2025/02/25
Start Class 2025/03/03
TermStart DateApp DeadlineDocument DeadlineRegistration DeadlineTuition DeadlineClass End DateTerm Length
Winter B2025/03/032025/02/252025/02/252025/03/032025/03/312025/04/177 weeks
Spring/Summer A2025/05/052025/04/292025/04/292025/05/052025/05/312025/06/207 weeks
Spring/Summer B2025/06/302025/06/242025/06/242025/06/302025/07/312025/08/157 weeks

Ready To Take the Next Step?

Apply Now

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.

English Language Proficiency

All applicants whose first language is not English must meet Sheridan’s English Proficiency Requirements.

Credential Assessment

If you have education from outside of Canada, you may need to provide a Credential Assessment Report when you apply to Sheridan.

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

Duration: 7 Weeks weeks
Credit Hours: 3
Students prepare financial statements that summarize an entity's economic events through the use of generally accepted accounting principles. The complexity of the global business environment requires students to identify and distinguish international differences in accounting reporting and financial statement analysis. Students critically examine and interpret financial statements including the Statement of Financial Position, Income Statement, Statement of Comprehensive Income, Statement of Retained Earnings, Statement of Changes in Equity and Cash Flow Statement. Through a combination of various learning techniques including interactive lectures, inquiry based learning, group work and case studies, students examine accounting principles to prepare financial statements and assess the financial performance of an entity.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students explore and reflect on the application of undergrad competencies to typical workplace tasks and challenges. Through self-assessments, application in a problem -based environment, and reflective activities, students build skills that can be applied and further developed throughout the BBA learning journey.

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
Duration: 7 Weeks weeks
Students explore and reflect on the BBA principles and philosophies of learning and teaching, success skills, attitudes, and Sheridan Services that will help prepare them with business learning essentials for their developmental journey in the BBA program. Through self-assessment, identification and application of foundational skills to academic opportunities and challenges, critical dialogue, and reflective activities, students develop skills, mindsets, and habits that can be connected and extended to multiple contexts, scenarios, and experiences in the BBA program and beyond.

​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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the reports, statements and analytical tools used by management, and the manner in which these are applied in planning, controlling, decision-making and performance evaluation. The key areas covered include cost accounting fundamentals, job and process costing, cost-volume-profit analysis, budgeting and control, inventory costing, and information for management control and decision analysis. A combination of interactive lectures, problem solving activities and case study analysis will be used to aid students in understanding the concepts and practices used in the field of managerial accounting.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine advanced marketing theory relating to competitive and macro- environment analysis, forecasting, market segmentation, targeting, positioning, business marketing, global marketing and consumer behaviour. Using a case-based approach to learning, students utilize more advanced marketing management concepts.
Duration: 7 Weeks weeks
Credit Hours: 3
Students apply mathematical techniques from the disciplines of calculus and linear algebra. Topics include: linear, quadratic, exponential and logarithmic functions, matrix operations, rules of differentiation and integration, extrema, and convexity. Through a combination of interactive lectures, and on-line practice exercises students learn how to apply mathematical techniques that arise frequently in business situations.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students develop business communication skills through researching, writing and presenting to create value within the business context. Students choose channels of communication, identify and apply business writing formats, and use communication strategies appropriate to their audience and purpose. Through interactive lectures, inquiry based in-class activities, research activities, group work and presentations, students learn to communicate ideas with impact and clarity.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine relationship selling strategies and techniques as they research, plan, prepare, and deliver a total sales solution. They explore the entire selling process from prospecting to follow-up and develop competencies in effective sales account management, account prioritizing, forecasting, and customer relationship management. Emphasis is placed on the customer decision process and influence approach for each stage of the sales process as selling deals with identifying and meeting customer needs to a greater degree than product and service alone. Students develop a total sales solution, determine effective relationship strategies, evaluate priority accounts, apply time management techniques, forecast, and understand customer relationship management through ethical sales practices. Organizational and presentation skills are developed. It is taught through a series of interactive lectures, case studies, videos, research, experiential activities, problem-based learning, group work and guest speakers focusing on typical sales problems and situations. Students have an opportunity to practice their relationship-building sales techniques through case studies, role-plays, videos, presentations, discussions, group work, experiential learning and problem-based learning.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students develop a marketing plan based on an environmental scan. Students use advanced positioning, product, pricing, distribution and promotional strategies to construct a professional plan for a business. The marketing plan includes strategic recommendations, a detailed action plan and budget based on a sound marketing rationale. At the end of the semester, the plan is submitted and presented for feedback. Through interactive lectures, group work, a simulation, problem-based learning and presentations, students learn how to prepare and present a professional marketing plan.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the fundamentals of today's business world from a Canadian and international perspective. Topics include current trends in information and communication technology and domestic and international operations. Other themes include: the growth of international business as a result of a changing global economy the role of ethics and social responsibility. Students learn how businesses organize and operate both domestically and internationally, how to take advantage of new business opportunities, while dealing with significant challenges operating in the global economy. The importance of small entrepreneurship and innovation in the economy is emphasized Throughout the course, a comprehensive and current body of knowledge including theories, issues, and corporate practices is explored which focuses on real-world application and implications for Canadian companies. Students will learn through interactive lectures, case studies that analyze businesses, and a business strategy simulation that applies and integrates all course modules.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the core business processes that are integral to the activities of a business. Students study Enterprise Resource Planning systems, the integration of transaction level processes and the "Order-to-Cash", "Procure-to-Pay", and the "Production" processes. Financial and Controlling processes are also examined. Business processes define the steps involved in completing various business activities, such as order taking, purchasing, materials management, financial accounting and planning. Understanding these processes and how they cross department and organizational boundaries is critical to assessing real world business operations. Students enhance their knowledge of how computer systems support business processes through extensive hands-on experience using commercially available Enterprise Resource Planning (ERP) software. The learning experience is characterized by interactive lectures, online activities and case studies.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students develop and implement a B2C digital marketing campaign plan. They focus on understanding the target audience's persona to develop an effective content marketing campaign. Students explore combinations of digital marketing channels including paid, owned and earned and digital marketing tactics including content marketing, search engine optimization, social media marketing, email marketing and customer relationship management within the context of legal and ethical requirements. Teaching and learning strategies include interactive lectures, case studies, group work and experiential learning using the latest software and tools in the industry. Students explore digital software with hands-on activities to successfully implement their campaign. The course culminates in students using analytics tools to evaluate the campaigns performance and reflect on the campaigns effectiveness.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the economic principles that govern the behaviour of the nation's economy. Students define and measure aggregate economic variables, and analyze government's economic policies that are designed to maintain fiscal and monetary balance in the economy. Topics include: basic models for the determination of national income and employment; government expenditures, taxes and fiscal policy; money and banking, interest rate and monetary policy; international trade and trade policies; contemporary macroeconomic issues including unemployment and inflation dilemma; business cycles and relative effectiveness of fiscal, monetary stabilization policies. Through interactive lecture, case studies, inquiry based activities, and hybrid delivery, students explore the concepts, principles and theories related to big picture economy.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the consumer decision-making process. Purchasing patterns are analyzed by looking at internal and external factors that determine changing consumer trends. Students explore the complexity of consumer behaviour, attitudes, responses, and preferences. Students assess different consumer behaviour approaches; and the economic, social, cultural and psychological factors that affect consumption trends in the marketplace. Emphasis is placed on internal and external forces to analyze consumer behaviour theory, and its relevance to creating appropriate marketing strategies. Teaching strategies include interactive lectures, case studies, group projects and in-class activities. Students analyze consumer behaviour research and its relevance in marketing through the group projects.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine microeconomics principles with a view to fostering their ability to analyze and apply those principles to practical business issues and economic policies. Students develop abilities to formulate formal economic models and to determine what concepts or models best suit any given economic situation. Microeconomics studies the decision-making of the individual components of the economy - household, firms and Government in their quest to maximize their welfare within the limits of resources available to them at any one time. The Theories of Microeconomics provide answers to questions such as: How do households decide what to buy? How do firms decide how much to produce? How do workers decide how many hours to work? How do firms decide how much labor to employ? This course will cover the following fundamental modules of Microeconomics; Introduction, Market Dynamics, Consumer Behavior, Producer Behaviour, Market Structures, Factor Markets, Market Failure and Government Intervention. Learning experiences include interactive lectures, case studies, inquiry-based activities and hybrid delivery.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students identify research problems, determine appropriate marketing research processes, analyze qualitative and quantitative research data, and interpret findings to support strategic marketing decision-making. The value of marketing research information is explored to enable students to support critical decisions about the future direction of organizations and investments. Teaching strategies include interactive lectures, case studies, group work, problem-based activities and in-class activities. Students complete case studies designed to reinforce and integrate the concepts learned.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students explore theoretical concepts, statistical models, and practical applications to collect, review, analyze, and manipulate data to make sound marketing decisions. Students use the results from the analysis to make effective marketing decisions related to forecasting, pricing, market segmentation, and customer data using spreadsheets and databases. Students use a variety of learning tools including online tutorials, case studies, and readings. Students participate in interactive lectures, group case studies, activities and presentations.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine individual, team, and organizational-level factors influencing behaviour within the workplace and organizational performance. Students learn about perception, personality, values, attitudes, motivation, stress, teams, communication, power and politics, conflict, leadership and decision making. Students examine organizational structure, culture, and change in order to enhance the understanding of workplace behaviour. Through the use of interactive lectures, case studies, journaling, presentations and classroom activities, students better understand employee behaviour and best practices within organizations. Underlying themes include enhancing organizational effectiveness and the quality of life for those in the organizational environment.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the managerial challenges involved in formulating and implementing marketing plans. Understanding external environmental factors, competitive pressures and buying behaviours when making marketing decisions are emphasized. Each element of the marketing mix is examined. Students develop a basic marketing plan for a brand, based on the analysis of secondary research. Students learn the importance of developing a marketing plan, and the need to understand marketing's relationship with other departments in a company. Students work on a marketing plan project throughout the term. Weekly feedback is provided to ensure continuous learning. The plan includes a macro and micro environmental analyses, competitive analysis, and an integrated marketing program with action plan, rationale, controls, and budget. The ability to work effectively in teams is emphasized. Interactive lectures, group work, inquiry based activities, presentations and hybrid

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the various components of the research process and how they relate to the development of supportable business conclusions, the generation of new ideas and the reliability of research findings. The research process, including formulating research questions; understanding qualitative and quantitative research; sampling, measurement, research design, data analysis; as well as the development of research projects is included. The major theoretical and philosophical underpinnings of research are examined including the idea of validity in research, reliability of measures, and ethics. Students will learn through a combination of interactive lectures, case studies, group work, online and/or in class discussions, inquiry-based activities and hybrid delivery.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students are introduced to fundamental topics in both Data Analytics and Information Systems (DAIS). Students examine key Information System (IS) concepts including IS in Perspective (Data, Information and Knowledge, IS Components), Information Technology Concepts (Hardware and Software, Networks and Cloud Computing, Databases and Big Data), Types of IS (eCommerce and mCommerce, Enterprise Systems, Knowledge Management and Specialized IS such as Artificial Intelligence and Virtual Reality), System Acquisition and Development and IS in Business and Society (Privacy, Security and Ethics). Students learn fundamental IS concepts through interactive lectures using real-life examples. Students develop Data Analytics (DA) skills through interactive in-class working sessions and hands-on assignments. DA skills covered include the DA process, different types of DA, data preparation as well as DA tools. Students gain valuable DA skills in Advanced and Practical Functions, Basic and Advanced Data Analytics Functionality and Visualizations and Storytelling.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine important and current legal issues applicable to Canadian business. Students gain the basic legal literacy needed by business professionals to effectively manage legal risks and identify business opportunities arising from the legal environment. Core legal topics such as the Canadian legal system, contract law, tort law, and forms of business organizations are examined. As well, students examine current legal topics arising from business activities in areas that may include secured transactions, intellectual property, privacy law and employment. Teaching and learning strategies include interactive lectures, discussions, online activities, case studies and hybrid delivery.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students analyze business problems through the application of statistical concepts and techniques. Students examine descriptive statistics, probability, decision analysis, sampling distributions, sampling and risk analysis applications, estimation and hypothesis testing, regression and correlation, analysis of variance, time series, index numbers and an introduction to linear programming. Through a combination of interactive lectures, on-line exercises, and software exercises, students assess how and when to apply statistical techniques in order to gain insight into practical business issues and problems.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the financial concepts and analytical techniques applicable to identifying and solving financial management problems. Students learn how marketing and operational decisions affect business goals, and how to assess the profit potential of marketing and operations decisions. Evaluation of operations and principles and methods of financing business organizations are major areas of study. The major decision areas facing the financial manager that are covered in detail are financial statement analysis, financial (cash flow) forecasting, capital budgeting, bond and share valuation, and cost of capital. Students will use spreadsheet software to generate multiple scenarios in order to optimize their decision-making. The learning experience will be characterized by interactive lectures, analytical exercises, and case studies.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students explore the relationships among the elements of supply chain management and operations management. Students extend their level of expertise to incorporate a process-oriented view of operations and the supply chain, from the sourcing of raw materials or components to product/service delivery to customers. Through a combination of interactive lectures, on-line activities, case studies, and group work students distinguish the key processes and functions that are central to effective management of the supply chain and related operations.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students develop an investor-ready business plan for an entrepreneurial venture. Components of the business plan include an environmental scan, market assessment, marketing strategy, financial statements, financing, human resources, and operations plan. Students reflect on personality and demographic characteristics of successful entrepreneurs. Entrepreneurship in profit, not-for-profit, and within corporations is examined. Ideas for a new business are generated and evaluated against criteria for a successful new business venture. Students develop these ideas through mind mapping and conduct a feasibility analysis for their new business idea. Teaching strategies include interactive lectures, self-assessments, case studies, group work, problem-based learning, and videos for students to develop the ability to successfully complete the individual components of an investor-ready business plan. The course culminates in a presentation where students present their business plans to fellow students playing the role of investors.

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

Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the theoretical basis and practical application of corporate social responsibility (CSR), with particular focus on stakeholder analysis, ethics and sustainability. Students gain practical insights into the challenges faced by modern business in both domestic and global environments. Learning experiences include simulations, interactive in-class activities, case studies, problem-based activities, group work, discussions and written reports.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students will work in groups, or ?agency? teams, to develop a strategically focused integrated marketing communications campaign for an industry client, within the context of a brand's overall marketing mix. The development of the plan includes: utilizing secondary market research to uncover insight(s) to serve as the foundation for the campaign, clearly defining a creative strategy, and preparing detailed tactical recommendations for the use of various advertising and promotional media in order to achieve the campaign objectives. Teams will present their communication campaign ideas at the end of the term in an agency pitch format and will receive feedback throughout the term to ensure continuous learning. Professional business skills and competencies are embedded in the course to prepare the student for industry readiness.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students learn and develop skills by using strategic planning framework and tools in a variety of situations and real world cases that align with a specific organization's goals, objectives and strategic plans. This framework encompasses mission and vision statements, core values, external and internal environmental scans, medium to long term strategic objectives, strategic priorities, action plans, scorecards, performance drivers, strategy maps, financial planning, functional considerations and monitoring of the plan's implementation. Students will engage and apply this framework and the tools through case studies, a strategic management simulation and critiquing of an organization's strategic plan, process and performance, including recommendations. Utilizing knowledge of research methods and strategic planning, students will be provided an opportunity to propose a business idea or pitch.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students analyze a business client's environment and existing plan and subsequently develop recommendations for the business client, through the application of theoretical and applied learning gained throughout the program. In small interdisciplinary teams, students assess the current state of the business client in phases, identifying opportunities for improvement, and justifying a recommended future state. Aspects of the business review and development include: strategic, marketing and operational planning. Professional business skills and competencies, together with strategic management principles, is embedded throughout the course to aid in assignment delivery and prepare the student for industry readiness.

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
Duration: 7 Weeks weeks
Students explore advanced concepts related to the development of the BBA undergraduate competencies and create a showcase portfolio. Through self-assessments, reflective activities, and guided learning projects that take place in the community, students build a showcase portfolio to use in attaining future employment. This course follows a transformative learning model.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the broad dynamics of the global environment from a business perspective. They analyze the impact of economic, legal, political, cultural, and social differences between countries and global regions. Ethical issues in the global environment and how the actions of multinational enterprises (MNE) impact on the rest of the world are assessed. Through interactive lectures, hybrid delivery, case studies, group work, presentations, discussions and problem-based activities, students learn about global economic integration and develop a range of potential strategies and operating procedures to compete more effectively in today's rapidly emerging global economy. Students investigate institutions and trade agreements of an international nature to determine the implications for Canada. Students also identify the key functions of international firms that translate into successful global / international business endeavors; selected topics include an introduction to global strategic management, global human resource management, global marketing, and global supply chain management as they relate to the management of international business.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Composition & Rhetoric is an advanced-level English course which focuses on the art of argument and persuasion. Students explore the function and strategies of argument through reading, writing and oral presentations. In this course, students examine different theoretical models for organizing arguments and presenting evidence, employ primary and secondary sources in research, and construct their own arguments.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine classical and contemporary philosophical views on living a philosophical life in the face of life's dilemmas. They examine their own lives to determine what contributes to a philosophically good life for them. Main foci include philosophical perspectives on friendship, pleasure, happiness, morality, personal identity, freedom, and responsibility. Various philosophical readings, audio-visuals, and lectures introduce students to philosophical ideas and ways of examining life. Philosophical thought experiments and dilemmas hone thinking and problem-solving skills, and foster self-knowledge. Reflective decision-making projects, and other individual evaluation components aim to augment and intensify students' philosophical explorations.
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the political, social, and cultural forces that have shaped European history from the French Revolution to the end of World War Two. They identify how and why the Modern era developed and evolved, and how it has contributed to the contemporary world. Students explore the nature and development of the French Revolution and its impact on the development of modern Western civilization. In addition to the French Revolution, they analyze the major themes and events of the Restoration, Industrial Revolution, Revolutions of 1848, European Imperialism, and the Era of the World Wars. Through a combination of group activities, discussions and debates, individual and collaborative research, and interactive lectures, students also examine the roots and development of modern statehood, representative government, nationalism, liberalism, and industrialism.
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the complex and dynamic relationship between leadership, facilitation, and creativity. Through the study of cross-disciplinary theory, they assess conceptions of leadership within a global context and explore processes, methodologies, structures, styles, and skills associated with creative leadership and problem solving. Students also examine cultural factors influencing creative leadership and facilitation abilities in a cross-cultural, international context. Through interdisciplinary readings, interactive lectures, in-class activities, a leadership project and self-reflections, students nurture their creative leadership and problem-solving capacities.
Duration: 7 Weeks weeks
Credit Hours: 3
Students critically examine four aspects of creativity-the creative person, process, product, and press-and increase the degree to which they recognize and nurture their own creative potential. Supported by interdisciplinary research and theory, they also assess the increasing importance and global context of creativity skills in the 21st century. Through interactive lectures, experiential learning activities, written assignments and presentations, students explore foundational concepts in creativity studies and enhance their own creative capacities.
Duration: 7 Weeks weeks
Credit Hours: 3
Students develop marketing plans appropriate to the global marketplace. Emphasis is placed on the assessment of marketing opportunities in international markets. Students develop market entry strategies, distribution structures, marketing mix, product planning, pricing, and promotion decisions. Students ensure that the plan includes an in-depth environmental scan of the target country or a global market segment, identification of issues that need to be addressed, a comparative analysis of these issues with those in the home country (Canada), and an action plan designed to reach target customers. In addition, students consider the notions of standardization and customization in the context of their project. Through interactive lectures, discussions, case studies, problem-based learning, simulation and group work, students examine the cultural, legal, and environmental conditions that impact the development of effective international marketing processes. A business strategy simulation helps students consider the impact of strategic and tactical decisions on the success of international marketing plans.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students develop innovative marketing strategies, including new product development, product improvements, innovative distribution, pricing, communications strategies, and global marketing initiatives. Attracting non-users, identifying new uses for existing products, and increasing usage rates are some of the marketing objectives that are examined. Through interactive lectures, workshops, group work, presentations and case studies, students gain an appreciation for how creative problem solving techniques combined with advanced theories, concepts, and processes are used in developing innovative marketing strategies.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students examine relationships between organizations and their customers. Emphasis is placed on studying the impact of developing one-to-one customer relationships on customer loyalty and profitability. Students research companies and develop profitable customer-centric strategies. They build skills in market segmentation, profiling, and database analysis. By applying concepts such as Lifetime Value (LTV) and Recency, Frequency, and Monetary value (RFM), students classify and prioritize customers, then create appropriate communications and incentive strategies. Students develop a fully integrated customer relationship management plan that illustrates understanding of the shift from product-centric to customer-centric management. Enabling technologies, such as social media and databases, become the focus of analysis and platforms for developing and implementing relationship marketing strategies. Teaching strategies include interactive lectures, in-class and on-line activities, case studies, discussions, database design and usage, research, videos, group work and presentations. Students learn that relationship management is a strategic process with the goal of increasing the value of the customer through better, one-to-one learning relationships.

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

Duration: 7 Weeks weeks
Credit Hours: 3
Students develop and implement a B2B digital marketing campaign plan. They focus on understanding multiple B2B target audiences and their persona to develop an effective content marketing campaign. Students explore combinations of digital marketing channels including owned and earned media with a focus on paid media, and digital marketing tactics including online advertising, professional networking, content marketing, search engine optimization, social media marketing, email marketing, digital video and customer relationship management within the context of legal and ethical requirements. Teaching and learning strategies include interactive lectures, case studies, group work and experiential learning using the latest software and tools in the industry. Students explore digital software with hands-on activities to successfully implement their campaign. The course culminates in students using analytics tools to evaluate the campaign's performance and reflect on the campaign's effectiveness.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students are introduced to international economics and the policies nations adopt in international trade. Students further assess the tools that economists use to analyze international trade, thereby gaining understanding of the critical role that international trade and direct foreign investment, exchange rate and trade policies play in the global economy. The course will be considered in four parts. The first part of the course overviews historical perspective and provides background information about the different international organizations and the roles they play in world economy. The second part of the course explores the reasons and gains from trade using classical and neoclassical trade theories based on absolute and comparative advantage as well as more recent theories and various instruments of trade policy, and investigate their effectiveness under perfect and imperfect competition. The third part of the course, covers the balance of payments, global finance and investment, foreign exchange mechanisms, exchange rate policy, and global capital market. The fourth part, examines important reginal issues on global economy this include North America, European Union, the BRIC and East Asia countries in the world economy.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students develop a conceptual and practical understanding of cultural differences and their impact on international business interactions. Students explore appropriate avenues for conducting business in a global context by developing strategies to deal effectively with cultural differences in communications, management, and intercultural venues. In addition, students learn how to deal effectively with cultural differences in a business context by developing and reinforcing cultural and self-awareness. Topics include an analysis of major cultural values of various world cultures, issues of social organization, the dynamics of intercultural communication and negotiating across cultures. Students examine culture-sensitive models of business communication and connect with business people who have current, relevant experience in major areas of the world. Through interactive lectures, analysis of international business case studies, roleplays, reflective exercises, interactive and experiential learning activities, students integrate theory and practice to learn how to conduct business in a global context.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students learn the major concepts, processes and tools of project management in business projects. They apply these processes and techniques to significantly improve the efficiency with which business goals can be successfully achieved. Students develop an appreciation for the fundamental principles of project management, and the tools and techniques at their disposal to help achieve goals. These principles can be successfully applied to projects of all sizes and types within the business world. They are also fully aligned with the industry standard Project Management Book of Knowledge (PMBOK),published by the Project Management Institute (PMI).

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
Duration: 7 Weeks weeks
Credit Hours: 3
The course has three primary objectives. First, to allow students to examine in an in depth manner a contemporary or emerging issue(s) of their choosing related to their future career interests. The second objective of the course is to bring these chosen issues into the classroom to be evaluated and discussed by the peer group of the student. The third objective is to structure the achievement of the first two objectives within the framework of a formal literature review paper. Research is messy, and this course will facilitate and improve the students ability to deal with that reality in their future career choices. Also, if students enjoy writing and want to improve on already established writing skills, this course is well suited for that objective.

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
Duration: 7 Weeks weeks
Credit Hours: 3
Students explore the creative process in innovation and build rich interactive problem solving skills. Students examine the role of creativity and innovation in organizations and how firms succeed or fail to build competitive differentiation through innovation in products, processes and business models. Unique firms and individuals with established models of innovation are also explored. In this course, students use creative problem solving to study several real world cases which explore different aspects of innovation in business. The learning experience is characterized by interactive lectures, case studies, problem based activities, journals, videos, group work, guest speakers, presentations and application of creative problem solving frameworks.

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

Duration: 7 Weeks weeks
Credit Hours: 3
Students examine the role of social entrepreneurship, analyzing how such organizations are started, sustained, and the various business models that are adopted to achieve their mission. Emphasis is placed on defining social entrepreneurship at the intersection of the private and non-profit sectors as well as exploring a grounding of theories in social entrepreneurship. Students examine social entrepreneurship and company examples that exhibit how doing well and doing good can be linked by using levers of business to achieve sustainable profit and social impact. Through examination of theories, case studies, guest lectures, and a group project, students become familiar with real-life organizations and social entrepreneurship. Students read articles about social entrepreneurship principles, discuss specific cases, and carry out a group project and presentation. The group project associated with this course gives students the opportunity to develop the framework and plan for a social venture. This project gives students the opportunity to bring their business knowledge to pressure a social issue to help deal with marketing, fundraising, strategic, or other challenge(s) while learning about the richly complex environment in which social entrepreneurs operate.

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.

Duration: 7 Weeks weeks
Credit Hours: 1
Students explore effective Co-op/Internship job search and self-marketing strategies in preparation for their work-term(s) and career development. Students familiarize themselves with the responsibilities and rights of a student as it relates to professionalism, ethical behavior and relevant policies/legislation during a Co-op/Internship job search and work-term. Students explore competency development and cultivate an understanding of their personal employability skills and competencies through self-assessment and reflection. They investigate the current industry requirements for their field of study and develop effective job search and self-marketing strategies. Students create job search self-marketing tools that articulate relevant employability skills and competencies to help achieve their employment goals. In addition, students learn effective interview skills and techniques to confidently prepare themselves for employment interviews. Through experiential activities, reflective practice, in-class discussions, and assignments, students are guided to prepare for successful job search and work-term(s).
Duration: 7 Weeks weeks
Credit Hours: 1
Students in the Honours Bachelor of Business Administration Internship work-term apply skills and competencies within a Sheridan-approved work-term. Students self-assess and practice competencies within a work-term setting, develop meaningful and measurable competency learning goals and a plan of action appropriate to the work-term expectations. Throughout the work-term experience, students evaluate their growth and development of competency learning goals. Students interact with industry professionals while developing and expanding skills and competencies in a professional work-term environment. Students gain an understanding of work-term accountabilities for their role as well as the importance of collaboration and teamwork. Students reflect on their experience cultivating self-awareness and growth from real world experiences. Students practice professionalism, and judgment as well as compliance with work-term expectations specific to their role, accountabilities and industry. Through self-assessments, on-going reflection, employer competency assessment/evaluation, and work-term assignments, students are guided to complete a successful work-term and prepare for future career success.

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