Section 4: Program Content 20
4.2 Professional Accreditation 37
There are no accreditation bodies for Marketing. There are professional organizations that offer designations and certificates in the industry. These organizations administer their own exams and other qualifying activities. Graduates of the program will be equipped to obtain designations and certificates such those through the Canadian Marketing Association (CMA), Canadian Professional Sales
Professional (CPSA), and the Communications & Advertising Accredited Professional Program (CAAP). Several industry associations have provided letters of support for the program (see Section 7.3).
4.3 Learning Outcomes
Degree Level Outcomes
PEQAB Degree Level Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
Depth and Breadth of Knowledge
a. a developed knowledge and critical understanding of the key concepts, methodologies, current advances, theoretical approaches and assumptions in a discipline overall, as well as in a specialized area of a discipline
b. a developed understanding of many of the major fields in a discipline, including, where appropriate, from an interdisciplinary perspective, and how the fields may intersect with fields in related
disciplines
c. a developed ability to: i) gather, review, evaluate and interpret information; and ii) compare the merits of alternate hypotheses or creative options relevant to one or more of the major fields in a discipline
d. a developed, detailed knowledge of and experience in research in an area of the discipline
e. developed critical thinking and analytical skills inside and outside the discipline
f. the ability to apply learning from one or more areas outside the discipline
Required Courses
Business Fundamentals Business Calculus and Algebra Microeconomics Marketing Fundamentals Business Processes Financial Accounting Macroeconomics Organizational Behaviour Composition and Rhetoric
Supply Chain and Operations Management Managerial Accounting
Finance Fundamentals Business Statistics Business Communications Applied Research in Business
Ethics, Sustainability & Corporate Social Responsibility Business Information Systems
Global Business Environment Entrepreneurship
Business Law
Strategic Management
Integrated Industry Project or Research Thesis Integrated Marketing Communications Marketing Analysis
Marketing Planning
Sales Strategies and Methods
Work experience through Internship or Co-op Creative Learning Portfolio
Marketing Management Elective Courses
Market Research and Analysis Marketing Innovation
Consumer Behaviour
Contemporary Issues in Business Marketing of Services
PEQAB Degree Level Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
Global Partnerships and Distribution Channels Digital Marketing
Relationship Marketing Sales Leadership Sustainability Marketing
Interdisciplinary Elective Courses
Change Management
Contemporary Issues in Business
Global Partnerships and Distribution Channels Creativity and Innovation in Business
International Economics and Trade International Finance
International Human Resources Introduction to Business Valuation New Venture Finance
Project Management Security Analysis - Equity Security Analysis - Fixed Income
Breadth Electives Conceptual and Methodological Awareness/Research and Scholarship
An understanding of methods of enquiry or creative activity, or both, in their primary area of study that enables the student to:
a. evaluate the appropriateness of different approaches to solving problems using well established ideas and techniques
b. devise and sustain arguments or solve problems using these methods
c. describe and comment upon particular aspects of current research or equivalent advanced
scholarship
Required Courses
Microeconomics Financial Accounting Managerial Accounting Applied Research in Business Global Business Environment
Supply Chain and Operations Management Business Information Systems
Composition and Rhetoric Business Processes Entrepreneurship Strategic Management
Integrated Industry Project or Research Thesis Integrated Marketing Communications Marketing Analysis
Marketing Planning Sales Strategy and Methods
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Global Marketing Management
Global Partnerships and Distribution Channels Market Research and Analysis
Marketing Innovation Marketing of Services Relationship Marketing Sales Leadership Sustainability Marketing
PEQAB Degree Level Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
Change Management
Contemporary Issues in Business Diversity in the Workplace
Creativity and Innovation in Business International Finance
Project Management Security Analysis - Equity Security Analysis - Fixed Income
Communications Skills
The ability to communicate information, arguments, and analysis accurately and reliably, orally and in writing, to specialist and non-specialist audiences using structured and coherent arguments and , where appropriate, informed by key concepts and techniques of the discipline.
Required Courses
Marketing Fundamentals Finance Fundamentals Financial Accounting Composition and Rhetoric Business Communications Applied Research in Business Global Business Environment Entrepreneurship
Strategic Management
Integrated Industry Project or Research Thesis Composition and Rhetoric
Organizational Behaviour
Integrated Marketing Communications Marketing Planning
Sales Strategies and Methods
Work experience through Internship or Co-op Creative Learning Portfolio
Marketing Management Elective Courses
Contemporary Issues in Business Global Marketing Management
Global Partnerships and Distribution Channels Market Research and Analysis
Marketing Innovation Sustainability Marketing
Interdisciplinary Elective Courses
Change Management
Contemporary Issues in Business Diversity in the Workplace
Creativity and Innovation in Business International Economics and Trade Introduction to Business Valuation
Managing and Communicating Across Cultures New Venture Finance
Project Management
Application of Knowledge
a. The ability to review, present and critically evaluate qualitative and quantitative information to:
i develop lines of argument
ii make sound judgments in accordance with the major theories, concepts and methods of the subject(s) of study
iii apply underlying concepts, principles and
Required Courses
Microeconomics Business Processes Composition and Rhetoric Marketing Fundamentals Finance Fundamentals Financial Accounting
PEQAB Degree Level Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
techniques of analysis, both within and outside the discipline
iv where appropriate use this knowledge in the creative process
b. The ability to use a range of established techniques to:
i initiate and undertake critical evaluation of arguments, assumptions, abstract concepts and information
ii propose solutions
iii frame appropriate questions for the purpose of solving a problem
iv solve a problem or create new work
c. The ability to make critical use of scholarly reviews and primary sources
Macroeconomics
Organizational Behaviour
Supply Chain and Operations Management Managerial Accounting
Finance Fundamentals Business Communications Applied Research in Business
Ethics, Sustainability & Corporate Social Responsibility Global Business Environment
Entrepreneurship Business Law
Strategic Management
Integrated Marketing Communications Marketing Analysis
Marketing Planning Sales Strategy and Methods
Work experience through Internship or Co-op
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Global Marketing Management
Global Partnerships and Distribution Channels Marketing Innovation
Marketing of Services
Marketing Research and Analysis Relationship Marketing
Sales Leadership Sustainability Marketing
Interdisciplinary Elective Courses
Contemporary Issues in Business International Economics and Trade International Finance
Introduction to Business Valuation New Venture Finance
Project Management Security Analysis - Equity Security Analysis - Fixed Income Sustainability Marketing
Professional Capacity/Autonomy
a. Qualities and transferable skills necessary for further study, employment, community involvement and other activities requiring:
i the exercise of initiative, personal responsibility and accountability in both personal and group contexts
ii working effectively with others iii decision-making in complex contexts b. The ability to manage their own learning in changing circumstances, both within and outside the discipline, and to select an appropriate program of further study.
Required Courses
Marketing Fundamentals Organizational Behaviour Business Communications Applied Research in Business
Ethics, Sustainability & Corporate Social Responsibility Entrepreneurship
Strategic Management
Integrated Industry Project or Research Thesis Integrated Marketing Communications Marketing Analysis
PEQAB Degree Level Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
c. Behaviour consistent with academic integrity and social responsibility.
Work experience through Internship or Co-op Creative Learning Portfolio
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Global Marketing Management
Global Partnerships and Distribution Channels Market Research and Analysis
Marketing Innovation Marketing of Services Relationship Marketing Sustainability Marketing
Interdisciplinary Elective Courses
Diversity in the Workplace International Finance Leadership Development
Managing & Communicating Across Cultures Project Management
Social Entrepreneurship
Awareness of Limits of Knowledge
An understanding of the limits to their own knowledge and ability, and an appreciation of the uncertainty, ambiguity and limits to knowledge and how this might influence analysis and interpretations.
Required Courses
Microeconomics Macroeconomics
Organizational Behaviour Applied Research in Business
Ethics, Sustainability & Corporate Social Responsibility Global Business Environment
Business Information Systems Entrepreneurship
Business Law
Strategic Management
Integrated Industry Project or Research Thesis Creative Learning Portfolio
Marketing Analysis Marketing Planning
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Global Marketing Management Market Research and Analysis Marketing Innovation
Marketing of Services Relationship Marketing Sustainability Marketing
Interdisciplinary Elective Courses
Change Management
Contemporary Issues in Business Creativity and Innovation in Business
PEQAB Degree Level Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
International Finance
International Human Resources
Managing and Communicating Across Cultures New Venture Finance
Security Analysis - Equity Security Analysis - Fixed Income Social Entrepreneurship
Breadth Electives
Program Learning Outcomes
BBA Marketing Management Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
1. 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.
Marketing Management Required Courses
Marketing Fundamentals Marketing Analysis Marketing Planning
Marketing Management Elective Courses
Consumer Behaviour Digital Marketing Entrepreneurship
Global Marketing Management Marketing of Services
Relationship Marketing 2. Design a marketing research study that will act as
a key resource in the development of a marketing plan.
Marketing Management Required Courses
Integrated Marketing Communications Marketing Analysis
Marketing Planning
Marketing Management Elective Courses
Consumer Behaviour Entrepreneurship
Global Marketing Management Marketing Innovation
Marketing of Services
Marketing Research and Analysis Relationship Marketing
Sales Leadership 3. Evaluate the impact of changing global, political,
economic, competitive, environmental, cultural and social systems on marketing strategy development.
Marketing Management Required Courses
Marketing Fundamentals
Integrated Marketing Communications Marketing Analysis
Marketing Planning
Sales Strategies and Methods
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Entrepreneurship
BBA Marketing Management Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
Global Partnerships and Distribution Channels Marketing Innovation
Sustainability Marketing
Breadth Electives
4. Examine the role of consumers as purchasers and users of goods and services using various theories and models of Consumer Behaviour.
Marketing Management Required Courses
Marketing Fundamentals
Integrated Marketing Communications Marketing Analysis
Marketing Planning
Sales Strategies and Methods
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Global Marketing Management Marketing Innovation
Marketing of Services Sustainability Marketing 5. 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.
Marketing Management Required Courses
Marketing Fundamentals
Integrated Marketing Communications Marketing Planning
Marketing Management Electives Courses
Digital Marketing Entrepreneurship
Global Marketing Management Relationship Marketing 6. Recommend profitable B2B and B2C customer
relationship management strategies that are consistent with organizational marketing objectives.
Marketing Management Required Courses
Integrated Marketing Communications Marketing Planning
Marketing Management Elective Courses
Consumer Behaviour Digital Marketing
Global Marketing Management
Global Partnerships and Distribution Channels Relationship Marketing
7. Create a business plan, including business feasibility assessment and financial analysis projections, for an innovative new business, product or service.
Marketing Management Required Courses
Marketing Fundamentals Sales Strategies and Methods
Marketing Management Elective Courses
Consumer Behaviour Entrepreneurship
Global Marketing Management Marketing Innovation
Sales Leadership 8. Analyze the strategic role of supply chain
management in achieving a company’s marketing, sales and operational objectives.
Marketing Management Required Courses
Marketing Fundamentals
Supply Chain and Operations Management Marketing Analysis
BBA Marketing Management Learning Outcomes Course, course segments or workplace requirements that contribute to this outcome
Marketing Planning
Sales Strategies and Methods
Marketing Management Elective Courses
Entrepreneurship
Global Marketing Management
Global Partnerships and Distribution Channels 9. Work in a manner consistent with law and
professional standards, and protocols as it relates to marketing, advertising, promotion, and ethical considerations.
Marketing Management Required Courses
Marketing Fundamentals
Integrated Marketing Communications Marketing Planning
Sales Strategies and Methods
Marketing Management Elective Courses
Consumer Behaviour Digital Marketing
Global Marketing Management Marketing Innovation
Sales Leadership 10. Develop a professional sales solution for a
product or service to a prospective business buying customer using appropriate sales methodologies.
Marketing Management Required Courses
Marketing Fundamentals Sales Strategies and Methods
Marketing Management Elective Courses
Entrepreneurship
Global Partnerships and Distribution Channels Marketing of Services
Sales Leadership
Marketing management specific courses are complemented by a strong general business management foundation and exposure to the liberal arts and sciences. BBA Learning Outcomes were crafted with the complete development of the individual student in mind, and are common to all five proposed BBA programs.
BBA Learning Outcomes (common to all proposed BBA programs)
Course, course segments or workplace requirements that contribute to this outcome
11. Communicate effectively in a variety of organizational settings.
Required Courses
Applied Research in Business Business Communication Entrepreneurship
Ethics, Sustainability & Corporate Social Responsibility Finance Fundamentals
Global Business Environment
Integrated Industry Project or Research Thesis Marketing Fundamentals
Organizational Behaviour Strategic Management
Integrated Marketing Communications Marketing Analysis
Marketing Planning
Sales Strategies and Methods
Work experience through Internship or Co-op Creative Learning Portfolio
BBA Learning Outcomes (common to all proposed BBA programs)
Course, course segments or workplace requirements that contribute to this outcome
Marketing Management Elective Courses
Consumer Behaviour Digital Marketing Entrepreneurship
Global Marketing Management
Global Partnerships and Distribution Channels Marketing Innovation
Marketing of Services
Marketing Research and Analysis Relationship Marketing
Sales Leadership Sustainability Marketing
Interdisciplinary Elective Courses
Change Management Diversity in the Workplace Entrepreneurship
Global Marketing Management
Global Partnerships & Distribution Channels Creativity and Innovation in Business International Economics and Trade International Human Resources Introduction to Business Valuation Leadership Development
Managing and Communicating Across Cultures Marketing Innovation
New Venture finance Project Management Sustainable Marketing
Breadth Electives
12. Evaluate complex qualitative and quantitative data to support strategic and operational decisions.
Required Courses
Applied Research in Business Business Calculus and Algebra Business Statistics
Entrepreneurship Finance Fundamentals Financial Accounting
Integrated Industry Project or Research Thesis Macroeconomics
Managerial Accounting Microeconomics Business Processes Strategic Management
Supply Chain and Operations Management
Integrated Marketing Communications Marketing Analysis
Marketing Planning
Sales Strategies and Methods
Marketing Management Elective Courses
Consumer Behaviour
BBA Learning Outcomes (common to all proposed BBA programs)
Course, course segments or workplace requirements that contribute to this outcome
Digital Marketing Entrepreneurship
Global Marketing Management
Global Partnerships and Distribution Channels Marketing Innovation
Marketing of Services
Marketing Research and Analysis Relationship Marketing
Sales Leadership
Interdisciplinary Elective Courses
Contemporary Issues in Business Entrepreneurship
Global Marketing Management
Global Partnerships & Distribution Channels International Economics and Trade
International Finance
Introduction to Business Valuation Marketing Innovation
New Venture Finance Project Management
Security Analysis - Fixed Income Security Analysis - Equity Social Entrepreneurship 13. Develop comprehensive strategic and tactical
plans for an organization.
Required Courses
Business Information Systems Entrepreneurship
Ethics, Sustainability & Corporate Social Responsibility Global Business Environment
Integrated Industry Project or Research Thesis Managerial Accounting
Marketing Fundamentals Strategic Management
Supply Chain and Operations Management Integrated Marketing Communication Marketing Analysis
Marketing Planning
Sales Strategies and Methods
Marketing Management Elective Courses
Digital Marketing Entrepreneurship
Global Marketing Management
Global Partnerships and Distribution Channels Marketing of Services
Marketing Research & Analysis Relationship Marketing
Sales Leadership Sustainability Marketing
Interdisciplinary Elective Courses
Change Management Diversity in the Workplace
BBA Learning Outcomes (common to all proposed BBA programs)
Course, course segments or workplace requirements that contribute to this outcome
Entrepreneurship
Global Marketing Management
Global Partnerships & Distribution Channels Creativity and Innovation in Business International Finance
International Human Resources Introduction to Business Valuation New Venture Finance
Project Management
Security Analysis - Fixed Income Security Analysis - Equity Social Entrepreneurship Sustainability Marketing 14. Work independently and collaboratively in inter
and/or multi-disciplinary and diverse environments.
Required Courses
Applied Research in Business Business Communication Business Processes
Ethics, Sustainability & Corporate Social Responsibility Global Business Environment
Integrated Industry Project or Research Thesis Marketing Fundamentals
Strategic Management
Integrated Marketing Communications Marketing Analysis
Marketing Planning
Sales Strategies and Methods
Work experience through Internship or Co-op Creative Learning Portfolio
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Entrepreneurship
Global Marketing Management
Global Partnerships and Distribution Channels Marketing Innovation
Marketing of Services
Marketing Research and Analysis Relationship Marketing
Sales Leadership Sustainability Marketing
Interdisciplinary Elective Courses
Change Management Diversity in the Workplace Entrepreneurship
Global Marketing Management
Global Partnerships & Distribution Channels International Human Resources
Introduction to Business Valuation Leadership Development
Managing and Communicating Across Cultures Marketing Innovation
BBA Learning Outcomes (common to all proposed BBA programs)
Course, course segments or workplace requirements that contribute to this outcome
Project Management Social Entrepreneurship Sustainability Marketing
Breadth Electives
15. Use creative, critical and reflective thinking to address organizational opportunities and challenges.
Required Courses
Applied Research in Business Business Communication Business Information Systems Business Law
Business Processes Business Statistics Entrepreneurship
Ethics, Sustainability & Corporate Social Responsibility Finance Fundamentals
Financial Accounting
Global Business Environment
Integrated Industry Project or Research Thesis Macroeconomics Managerial Accounting Marketing Fundamentals Microeconomics Organizational Behaviour Strategic Management
Supply Chain and Operations Management Integrated Marketing Communications Marketing Analysis
Marketing Planning
Sales Strategies and Methods Creative Learning Portfolio
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Entrepreneurship
Global Marketing Management
Global Partnerships and Distribution Channels Marketing Innovation
Marketing of Services
Marketing Research and Analysis Relationship Marketing
Sales Leadership Sustainability Marketing
Interdisciplinary Elective Courses
Change Management
Contemporary Issues in Business Diversity in the Workplace Entrepreneurship
Global Marketing Management
Global Partnerships & Distribution Channels Creativity and Innovation in Business International Economics and Trade
BBA Learning Outcomes (common to all proposed BBA programs)
Course, course segments or workplace requirements that contribute to this outcome
International Finance
International Human Resources Introduction to Business Valuation Leadership Development
Managing Communication Across Cultures Marketing Innovation
New Venture Finance Project Management Security Analysis - Equity Security Analysis - Fixed Income Social Entrepreneurship
Sustainability Marketing
Breadth Electives
16. Apply problem solving and decision making frameworks that propose defensible solutions to organizational opportunities, challenges, change and risk.
Required Courses
Applied Research in Business Business Calculus & Algebra Business Information Systems Business Law
Business Statistics Entrepreneurship
Ethics, Sustainability & Corporate Social Responsibility Finance Fundamentals
Global Business Environment
Integrated Industry Project or Research Thesis Managerial Accounting
Marketing Fundamentals Strategic Management
Supply Chain and Operations Management Integrated Marketing Communications Marketing Analysis
Marketing Planning
Sales Strategies and Methods
Marketing Management Elective Courses
Consumer Behaviour
Contemporary Issues in Business Digital Marketing
Entrepreneurship
Global Marketing Management
Global Partnerships and Distribution Channels Marketing Innovation
Marketing of Services
Marketing Research and Analysis Relationship Marketing
Sales Leadership Sustainability Marketing
Interdisciplinary Elective Courses
Change Management
Contemporary Issues in Business Diversity in the Workplace Entrepreneurship
BBA Learning Outcomes (common to all proposed BBA programs)
Course, course segments or workplace requirements that contribute to this outcome
Global Partnerships & Distribution Channels Creativity and Innovation in Business International Economics and Trade International Finance