Marketing

The Marketing Stream

Marketing profoundly influences many aspects of our lives. It affects the choices we make related to:

• what we eat, wear or drive;
• where we go to work, to university, for vacations, or to shop;
• how we select a friend, employer, partner, or domain name for a new Internet site;
• whom we choose to watch at the movies or seek out as professional advisors; and
• why we choose to spend so much, or so little, for products or services.

Consequently, the purpose of the marketing program will be to expose students to the variables that must be considered when either evaluating or developing a marketing plan for a product, service, idea, event, or an organization. Students will develop a facility for understanding marketing research, consumer analysis, target segmentation, and marketing mix development.

Most importantly, students will come to appreciate that marketing is more than a business tool or process; it’s an exciting and dynamic way of framing many aspects of our daily lives. And it’s fun!

The Marketing stream of the BBA degree is accredited by the Canadian Institute of Marketing.  Students graduating from the marketing stream may apply for Graduate Membership with the Canadian Institute of Marketing (GCInst.M).

 

Careers in Marketing

Almost a third of all Canadians are employed in a marketing-related position. Thus, the number of possible marketing careers is enormous. Because of the knowledge of products and consumers gained in these jobs, marketing provides excellent training for the highest levels in the organization. A recent study by a recruiting firm found that more top executives have come out of marketing than of any other area.

Marketing has become an attractive career for some people who have not traditionally considered this field. One trend is the growing number of women entering marketing. Women have historically been employed in the retailing and advertising areas of marketing. But they now have moved into all types of sales and marketing positions. Women now pursue successful sales careers in pharmaceutical companies, publishing companies, banks, consumer products companies, and in an increasing number of industrial selling jobs. Their ranks are also growing in product and brand manager positions.

Another trend is the growing acceptance of marketing by nonprofit organizations. Colleges, universities, arts organizations, libraries, and hospitals are increasingly applying marketing to their programs. They are beginning to hire marketing directors and marketing vice-presidents to manage their varied marketing activities.