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Pilon School of Business

Honours Bachelor of Business Administration (Marketing Management)

Gain the skills you need to excel in fast-paced marketing organizations.

Learning Outcomes

Graduates of this program will be able to:

  • Communicate effectively in a variety of organizational settings.
  • Evaluate complex qualitative and quantitative data to support strategic and operational decisions.
  • Develop comprehensive strategic and tactical plans for an organization.
  • Work independently and collaboratively in inter and/or multi-disciplinary and diverse environments.
  • Use creative, critical and reflective thinking to address organizational opportunities and challenges.
  • Apply problem solving and decision making frameworks that propose defensible solutions to organizational opportunities, challenges, change and risk.
  • Demonstrate ethical and socially responsible behaviour.
  • Integrate appropriate technologies in developing solutions to business opportunities and challenges.
  • Build effective internal and external relationships using influencing, communication and consultative skills.
  • Evaluate the dynamic of the global business environment from a competitive and economic perspective.
  • Develop self leadership strategies to enhance personal and professional effectiveness.
  • Assess business processes relative to organizational goals.
  • Perform robust research through the application of accepted applied research methodologies.
  • Develop critical thinking, quantitative reasoning, written, and oral communication.
  • Knowledge of society and culture, and skills relevant to civic engagement.
  • 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.
  • Evaluate the impact of changing global, political, economic, competitive, environmental, cultural and social systems on marketing strategy development.
  • Examine the role of consumers as purchasers and users of goods and services using various theories and models of consumer behaviour.
  • Develop a strategically focused integrated marketing communications plan based on research and analysis of a brand, its competition, and consumer behaviour, using appropriate communications strategies.
  • Recommend profitable B2B and B2C customer relationship management strategies that are consistent with organizational marketing objectives.
  • Create a business plan, including business feasibility assessment and financial analysis projections, for an innovative new business, product or service.
  • Analyze the strategic role of supply chain management in achieving a company’s marketing, sales and operational objectives.
  • Work in a manner consistent with law and professional standards, and protocols as it relates to marketing, advertising, promotion and ethical considerations.
  • Develop a professional sales solution for a product or service to a prospective business-buying customer using appropriate sales methodologies.