Business Administration - Marketing Curriculum

Accepting Applications for January 2020

See curriculum for: September 2020
Credential: Ontario College Advanced Diploma ( 6 semesters )
Classes begin:
January 06, 2020
Offered at:
Sutherland Campus
Program code:
Tuition & Ancillary Fees:
$2,458.62 per semester*
$8,371.67 per semester*
* Tuition and fees subject to change.

Vocational Learning Outcomes

  • Develop an integrated marketing communication strategy for marketing products, concepts, goods, or services based on an identified target market.
  • Develop pricing strategies which take into account perceived value, competitive pressures, corporate objectives, and cost analysis.
  • Develop strategies for the efficient and effective distribution of products, concepts, goods, and services.
  • Determine strategies for developing new and modified products, concepts, goods, and services that respond to evolving market needs.
  • Evaluate results of marketing activities using criteria related to budgeted sales, costs, profits, and other appropriate criteria.
  • Formulate and prepare a marketing plan including marketing objectives, marketing mix, marketing strategies, budgetary considerations, and evaluation criteria.
  • Project the impact of a marketing initiative using quantitative information.
  • Address marketing problems and opportunities using a variety of strategies and tactics.
  • Develop strategies to establish effective working relationships with clients, customers, consumers, co-workers, supervisors, and others.
  • Communicate marketing information persuasively and accurately in oral, written, and graphic formats.
  • Evaluate the viability of marketing products, concepts, goods, or services in an international market or markets.
  • Conduct primary and secondary market research to provide information needed to make marketing decisions.
  • Develop personal professional development strategies and plans to enhance leadership, management skills, and marketing expertise.
  • Assist in the development of a business plan.
  • Apply the principles of business ethics and corporate social responsibility.
  • Use professional sales techniques to make a sale.
  • Adapt to and apply various and changing technologies, systems, and computer applications used in marketing environments.

Courses and Descriptions

Semester 1

COMM 201
Units/ Hours: 45

Communications I is an introductory course that provides a foundation in college-level communications by teaching students to read critically, write appropriately for a variety of audiences, conduct and cite research, and revise for clarity and correctness. In seminars and labs, students will engage in both independent and collaborative activities, including the development of a digital portfolio designed to help them become more effective communicators in academic and professional environments.

BUSN 188
Units/ Hours: 60

This course explores the nature of business and the skills required of a business professional in an academic and industry context. Through lectures, seminars, assignments and guest speakers, the course will prepare students for a career in the business world by developing their understanding of the major functional areas of business. There will also be a focus on a number of important business trends and topics including Globalization and Corporate & Social Responsibility. Learners will have the opportunity to develop the fundamental skills required for success in their academic and professional careers including effective time management, reading, study and presentation skills.

Units/ Hours: 45

This purpose of this course is to introduce students to the preparation and use of accounting information. Generally Accepted Accounting Procedures (GAAP) will be used to record and report the financial transactions and operating results of a business.

COMP 578
Units/ Hours: 45

Restricted to Business students.

Units/ Hours: 45

This course is a one semester study of the mathematics applicable to the business and financial community. Emphasis is placed on the significance of mathematics as a problem solving and decision making tool. It is designed to complement and reinforce learning within their program and enable students to acquire foundational skills required for competence in their field.

Units/ Hours: 45

Semester 2

MGMT 159
Units/ Hours: 45

This course offers business students a basic understanding of how the activities of an organization are reflected in its financial statements. The student is then required to apply that basic understanding of concepts along with analytical techniques to reach financial decisions in an organization. Practical applications of financial concepts to the operation of an organization are emphasized. Topics covered include cash flows and the cash flow statement, working capital management, financial statement analysis, and the capital budgeting process. Project costing and evaluation and the concept of quality earnings will also be included in the topics covered.

COMM 202
Units/ Hours: 45

Communications II, building on the foundation of Communications I, is a blended course that teaches students to write and communicate for a variety of professional situations. In seminars, labs and online modules, students will develop a professional portfolio that demonstrates their abilities to meet the challenges of a changing workplace.

Units/ Hours: 45

This course is designed to provide an overview of key human resources activities and the related legislation affecting today's workplaces. Topics of study include the strategic role of HRM, legal compliance and valuing diversity, designing and analyzing jobs, human resources planning, recruitment, selection, orientation and training, performance appraisal, compensation, employee benefits & services, labour relations, and occupational health & safety. Participants will also have an opportunity to discuss legal compliance in the areas of human rights, pay/employment equity, employment standards, labour relations, and health & safety. Applied learning opportunities include case study analyses, identification of Human Rights Code violations in the recruitment process, completion of an environmental scan for the purpose of HR planning, development of a job description/specification, evaluation of employer branding techniques through a review of online job boards, critique of a performance appraisal scenario, web-based research pertaining to functional areas of HR, recommending best practices for employee onboarding and development of a wellness program proposal for an industry specific employer. Note: This course has been approved by the Human Resources Professionals Association (HRPA) as a credit toward the Certified Human Resources Professional (CHRP) designation. To qualify to write the Comprehensive Knowledge Exam, it is necessary to attain an overall average of 70 percent in the nine subject areas covered, with no grade of less than 65 percent. Prior to enrollment in this course, it is recommended that learners have attained the learning outcomes of Communications I (COMM201).

Units/ Hours: 45

This is an introductory course in Marketing designed to provide an awareness and understanding of the role and function of marketing within an individual firm and throughout the total economy. The student is introduced to the principles and techniques of marketing and its various functional areas. The various marketing strategies utilized in product or service planning and development, pricing, distribution and promotion in response to the needs and wants identified in various markets are explored.

Units/ Hours: 45

This course provides an introduction to the economic behaviour of consumers and firms in the marketplace. Microeconomics studies the way that individual markets work and how regulations and taxes affect trade, consumers, and producers.

Units/ Hours: 45

This course is designed to give students an understanding of the functions of business operations. Students develop an understanding of the important factors and some of the analytical tools that can be used to improve productivity and customer service. Emphasis is placed on the cost benefit relationship.

Semester 3

Units/ Hours: 45

This course focuses on the significance of an analysis of the consumer in many dimensions and the marketing implications of those findings. Studying the sociology and psychology of the buying process will enable students to understand better their role as business leaders, whether working in large or independent organizations. The exchange of goods and services is the basis of our economy, and understanding the needs and wants of our customers helps us to be more effective in carrying out our tasks.

Units/ Hours: 45

This course demonstrates to students the vital role of sales in the business world. Without an effective sales effort, businesses perish. Similarly, without a well-planned, professional, and deliberate sales approach, graduates will not achieve appropriate employment situations. Students will examine their current level of self-presentation and work toward enhancing their image through practical, applied course work.

Units/ Hours: 45

This is a survey course in international business. It provides students with the understanding of the functions, responsibilities, advantages, problems, and operations of international corporations in a global marketplace.

MKTG 107
Units/ Hours: 45

The ability to develop creative ideas and present them appropriately to managers and clients is vital to a successful career in business. In this course, students will develop creative thinking techniques for use in problem solving and improve their presentation skills as individuals and as members of a creative team. Students will learn to recognize a number of different types of presentations and to develop the skills to prepare and deliver them with excellence.

Units/ Hours: 45

Macroeconomics is the study of the overall performance of the economy. Fluctuations in the level of national output, incomes, prices and employment are analyzed along with government policies to control these fluctuations.


Choose 1 of:

Units/ Hours: 45

This course is an introductory course to Management. The course will provide an overview of the functions and roles that managers perform; the current challenges that managers face, and the skills that are required to be a successful manager. Students will complete self assessments in order to become more aware of their managerial competencies. Through the use of facilitation, practical application, and case based problem solving, students will apply management theory to everyday management problems and challenges. This course is a blended learning course. Students will be expected to work independently utilizing the web to prepare for the face to face components of the course. This self-directed learning may include targeted readings, opinion polls, professional development assessments, problem solving situations and application of theory. On line and face-to-face learning is integrated in order to maximize the quality of the student's learning experience.

Units/ Hours: 45

This course is designed to develop an understanding of planning the start-up of a business, its ongoing management and strategies for growth. Students learn about the legal forms of business ownership, the importance of financial analysis as a success indicator for the business and appropriate marketing tactics for promoting small business. The student will develop an actual business plan for their own business idea.

Semester 4

Units/ Hours: 45

We live in the age of globalization. Due to many recent events, corporate business is under fire to manage their activities in a culturally sensitive and ethical manner. Moreover, many corporations are learning that it is good business to do good. In this case-based course we will examine various specific ethical dilemmas in the conduct of domestic and international business. We will discuss the structure of the corporation and the various contemporary ethical issues it presents. Finally we shall discuss the best practices of many leading companies to conduct their business in a socially responsible way.

Units/ Hours: 45

This course will study the impact of Internet/Direct on Marketing. Starting from a general strategic framework, we will focus in on how a company's existing marketing mix will be changed or complemented through the use of interactive technology.

Units/ Hours: 45

This course is designed to introduce the student to the marketing communications process and the role of the marketing communications mix as they apply to the marketing of goods and services.

Units/ Hours: 45

This course provides an introduction to marketing research from a managerial point of view. Emphasis will be placed on the information needs of both the consumer and the marketing manager. A research project (define a problem, design a questionnaire, analyze data, and write a report) will provide a practical learning experience for students.

Units/ Hours: 45

All graduates of diploma programs require general education credits. These courses allow you to explore issues of societal concern by looking at the history, theory and contemporary applications of those issues.

Your program has designated some required general education courses. In addition, you have the opportunity to choose from a list of electives each semester.

Many of these courses and some other general education courses are also available through evening classes, by distance education, or on-line. See our Part-Time Studies Calendar for these opportunities.

You may already possess general education equivalencies from other colleges or universities. Please see the General Education Co-ordinators at the Peterborough and Lindsay locations for possible exemptions.


Choose 1 of:

Units/ Hours: 45

The understanding and application of basic statistical analysis to business related problems will be examined. The introduction of statistical measures, data collection and probability distributions will be brought together to perform statistical inference with confidence intervals, hypothesis testing and then simple linear regression. The calculation and interpretation of statistical measures will be learned within a format of class time practice, specific course assignments and use of the Excel computer spreadsheet.

MGMT 139
Units/ Hours: 45

This course will provide students with an overview of an Enterprise Resource Planning system using SAP software in a functionally operating, technology enabled data base. Lessons will emphasize exposing students to the entire enterprise including: sales, marketing, accounting, purchasing, operations and human resources. Participants will operate a virtual company while using the various SAP application modules.

Units/ Hours: 45

This course is designed to give the student an overview of the Canadian retail industry as well as retail in general. Topics will include positioning strategy for the market place, fundamentals of management planning and the growing business of Franchising. Students will look at setting buying budgets, sourcing product, buying and merchandising, and other associated strategies.

Semester 5

APST 157
Units/ Hours: 175

Within the setting of the Fleming Applied Agency, this course provides experiential learning opportunities for the student and will focus on actual project consulting opportunities with local, regional and international businesses and organizations. In keeping with current industry practices, students are organized into Client Teams and are assigned projects that are approved by the supervising faculty and the client. Teams follow the Agency protocols in order to complete the agreed deliverables within the 15 week semester.

Units/ Hours: 45

This course is designed to give students an understanding of the design and layout process as it applies to print and print media. Students develop an understanding of the important factors behind good design and the process leading up to final film and print production. Emphasis is placed on developing communications skills relating to clients, suppliers and creative support personnel as it applies to the design process.

MKTG 141
Units/ Hours: 45

This course is designed to provide students with the fundamentals of digital media marketing, with emphasis on developing social media marketing strategies, planning, implementation and analytics. Students will learn how to apply digital marketing communication tools and strategies into an organization?s integrated marketing plan. Course content covers marketing industry best practices on leading social media platforms, goals and strategies, identifying and engaging target audiences, digital brand management, content creation, mobile marketing, and tools for managing and measuring results.

Units/ Hours: 45

This course is designed to introduce students to the complexity of marketing products & services to international markets. It takes a managerial approach to analyzing and assessing marketing in today's complex, rapidly changing international business environment. Students will gain a fundamental knowledge of marketing strategies as well as the major tactics used by global marketers to facilitate the management of their international marketing plans.

Semester 6

APST 158
Units/ Hours: 175

Within the setting of the Fleming Applied Agency, this course provides experiential learning opportunities for the student and will focus on actual project consulting opportunities with local, regional and international businesses and organizations. In keeping with current industry practices, students are organized into Client Teams and are assigned projects that are approved by the supervising faculty and the client. Teams follow the Agency protocols in order to complete the agreed deliverables within the 15 week semester.

Units/ Hours: 45

In this course, you will learn how to plan, organize, illustrate, edit, and present written and oral material in both an informational and analytical style to businesses, service and technological industries, and government agencies.

Units/ Hours: 45

Students that are about to graduate with a diploma in Marketing are required to have the skills to develop a 'Marketing Plan' for a business application. This course will require the students to identify a company that they can work with and develop an actual marketing plan that can be executed in the business environment. The student will be able to capitalize on knowledge they have acquired from previous marketing courses such as Market Research, Marketing Communications and Product Management in the development and presentation of a sound marketing plan.