Overview
You begin the Business Administration – Marketing program with a strong foundational understanding of business and its disciplines and scaffold your marketing abilities over three years. You develop your marketing skills in a hands-on, experiential learning environment focusing on consumer behaviour, integrated marketing communications, professional selling, marketing metrics and analysis, design and digital experience, retail marketing and e-commerce, teamwork and planning. You create value for the marketplace and open doors to ever-increasing marketing management opportunities.
Senior-level courses include marketing analytics, digital and content marketing, business simulations, account and customer relationship management, and customized certifications, and two marketing placements, all of which culminate with a full marketing plan for real clients.
With a holistic approach to career readiness you take part in Emotional Intelligence, and Work Place Big 5 self-assessments, career fairs, dining etiquette and intense professional development. You meet regularly with faculty to review customized development plans to pursue relevant personal goals.
Enjoy and be challenged by small class sizes where the majority of your professors are full-time with both academic and industry experience to develop your talents. Meet some of your professors. Your classrooms are well equipped and you engage with applied teamwork, research, time and stress management, presentations, guest speakers, and public speaking. Over three years your changes in approach and behaviour become permanent to prepare you for a successful career.
Program Details
Program Highlights
- Two marketing placements
- Application of course work for real clients
- Networking with business professionals
- Hands-on experience with Shopify e-commerce platform, Shopify Badges & a live store
- Consumer behaviour and segmentation tools including Environics Analytics PRISM5
- Business to Business and Integrated Marketing Communications simulations
- Small class sizes with committed business and teaching professionals
- Professional Development Competition
- Great Canadian Sales Competition
- Specialized certifications based upon interest and aptitude
- Learning Outcomes
You have the opportunity to access a vast network of industry and non-profit organizations via Faculty members, and alumni for learning and career openings. Further expand your horizons with opportunities to sharpen your skills and make important connections.
- Sixth-semester exchange at Limerick Institute of Technology in Ireland.
- Networking & Placement Events
- Field Trips
- Enactus SLC
- Toastmasters
- Young Women's Innovator Conference
Open the door to opportunity and challenge yourself to be the best you. In the act of trying, you often step out of your comfort zone, are empowered to keep moving forward — and you still have the safety net of your peers and faculty with small class sizes.
“If it’s easy the whole way through, I’m not doing my job. My role is to empower students so they will leave here with confidence and an ability to contribute. Our students are constantly reminding me just how bright the future really is.” Pam Armstrong, Marketing Coordinator
*NOTE: You can start this program in October and January. Applicants should apply at www.ontariocolleges.ca as a Business Fundamentals (0973) student. All students will start in this program and transition into the Business program area of their choice. Students who start in October or January complete their first year of the program at the end of June or July and then begin second year in September.
Program Outline
2023-2024
Through the perspective of both the Canadian and global business environments, this course will provide students with a foundational knowledge of the current state of business and an opportunity to consider what the future may hold. Learners will develop their business vocabulary, understanding of business concepts, and engage with current and relevant issues in both a Canadian and global context. Students will learn the foundations of teamwork as a component of successful business operations. The functional areas of business and their relationship to management, leadership, and the future of work are discussed.
This course is designed to help students develop and practice the communication skills needed to succeed in college and workforce environments. Emphasis is placed on improving foundational communication strategies-reading, writing, listening, and speaking—and on developing research and critical thinking skills.
This course is designed to familiarize the student with basic computer operations and applications through instructor-led exercises, activities, and case studies. It explores various concepts of effective computer usage with a hands-on introduction to the Windows operating system, file management, and working effectively and collaboratively in an online environment. It also provides in-depth exploration and application of various features of the current version of Microsoft Office software including Word, PowerPoint, and Microsoft Teams. Microsoft Excel is covered briefly in this course in relation to integration with the other Microsoft Office Suite products.
Introductory Business Math prepares students for success in business and financial mathematics. This course emphasizes the development of business-related numeracy and the fundamentals of the time value of money. Topics covered include basic numeracy, percent applications, payroll, tax, and time value of money.
In this course, students benchmark their norms and behaviours for professional and personal development. Students develop self-awareness utilizing formalized assessments to give language to the application of emotional intelligence and personal behaviours that could otherwise mistakenly be described as strengths or weaknesses. Students describe the impact of the their behaviours and further strategies to develop skills and compensate for barriers. Students practice using related terminology to better express their development progress. Students learn about high-functioning teams and practice those skills through teamwork activities. Students develop strategies for setting and implement goals.
This introductory financial accounting course provides learners with an overview of the accounting process. Using generally accepted accounting principles (GAAP), and industry standard accounting software, learners gain the foundational skills and knowledge required to complete the accounting cycle, process adjusting entries and closing processes, and prepare a rudimentary set of financial statements for service and merchandising entities. Learners discuss the fundamental elements of accounting and their impact on business operations, business ethics, and regulatory practices
The economic environment is the theater in which contemporary managers plan, organize, lead, and control. This course introduces the language and navigational skills that condition students for success in this environment. Students learn microeconomic principals including supply and demand, the themes of scarcity, productivity, efficiency and effectiveness, the concept of opportunity cost, and the relationship between these fundamentals and the Canadian economy. Employing a practical approach to the Canadian macroeconomic environment, the course examines choices by individuals, businesses and governments and their effects on Gross Domestic Product, unemployment, the money supply, and exchange rates. The course addresses factors influencing both the supply side and the demand side of the economy including productivity, consumption, savings, and investment.
In this course, the emphasis is on the development of professional communication. Students develop communication and teamwork skills through the preparation and delivery of a range of professional documents and presentations utilizing current workplace technologies.
Principles of Human Resources Management is intended to provide students with an understanding of human resources management functions within organizations. The course introduces the purpose and the application of Human Resources activities which will assist organizations in achieving their goals and objectives. As such, this course is designed to lay the groundwork for more advanced studies in Human Resources and related subjects.
Marketing Essentials introduces students to the basic principles and practices of marketing management in the modern business setting. This course examines the consumer market for goods and services and the major decision areas of marketing: identifying and selecting target markets, product, price, distribution, integrated marketing communications and customer relationship management. Key concepts including value creation, marketing mix, marketing strategy, and marketing best practices are introduced and explored. Data and the application of metrics and analytics in decision making are discussed and applied.
This course provides an overview of the mathematics of business financial management. Annuities are studied and applied to various business applications and financial decision-making such as bonds, sinking funds, investments, loans, mortgages and net present value.
This course expands on the student’s introductory level knowledge of spreadsheets and databases. Using Microsoft Excel, students learn advanced Excel features such as charts, logical functions, pivot tables, goal seek, data tables, macros, multiple worksheets, lists, look-up tables, and financial functions. The focus is on using advanced spreadsheet functions accurately and effectively to analyze problems that arise in business.
Graduates are entering the world of work just as it is being radically transformed. While technical skills remain crucial, organizations are now looking to hire a workforce with the human skills to thrive in the modern workplace. In this course, students will cultivate and apply knowledge for the contemporary workplace. Driven by case studies and real-world context, students will develop an understanding of the impacts of equity, diversity, and inclusion, social responsibility, ethics and sustainability, and client service. Students will work in diverse teams throughout this course, ultimately applying the course learning in a culminating capstone project where they will propose recommendations to an organization.
This introductory online course highlights the complex and dynamic components of cultural groups and their interactions. Students reflect on their own cultures and learn about others through various theoretical perspectives including Social Science, Interpretive Approach, and Critical Approach. Based on concepts of history, power, and identity, students learn how intercultural communication is affected by language, non-verbal communication, culture shock, popular culture, relationships, and conflict. Students discuss how these theories can be used to examine differences between cultures.
This introductory course is designed to help students develop persuasive communication skills, build self confidence in making presentations and provide a sound grounding in the field of professional selling. Students learn about the principles of professional selling which are essential to most career-oriented or entrepreneurial opportunities. Students develop skills in building rapport in a sales context, navigating buyer-seller relationships throughout the decision-making process, and executing an effective sales presentation.
Students learn the ways in which marketing communications are utilized by marketers to inform, educate and enable customers. Specifically, students explore the strategies and work through the implementation challenges of direct marketing, public relations, sponsorship/event marketing, and social media marketing across a range of products, concepts, good and services. Students develop an integrated marketing communication strategy for a consumer product or service.
This course covers the basic requirements for the development of visual communication materials for the marketing industry. The course's main goal is to use design thinking and to build foundational skills for crafting and managing visual communications materials. Students use industry standard tools and template-driven online platforms to create simple visual communications. Further, students study design documentation and learn about the collaborative nature of the design process. At the conclusion of this course, students are able to think creatively and objectively to create marketing communication materials in graphic formats that meet client objectives.
This course provides marketing students with an in-depth understanding of consumer behaviour principles. Students explore why consumers make certain purchase decisions, why they pay attention to some marketing stimuli and not others, and how their personal attributes, self-perception, surroundings, social and cultural influences impact their choices.
This course introduces students to fundamental concepts of marketing metrics analysis. Students explore key terminology, concepts, data-driven decision-making approaches and strategies for measuring and analyzing data. An emphasis is placed on using metric-driven techniques to improve marketing effectiveness and business performance. Students use industry best practices and standard software tools to analyze and visualize data.
Marketing placement preparation guides students through the administrative requirements for fourth term placement. Students are coached to review their experience and background in the pursuit of skills development goals. Coaching continues as students target and develop strategies to contact placement agencies that have the potential to further expressed goals.
This course provides students with a sound grounding in the field of advertising and marketing communications. Emphasis is placed on the formulation of strategic plans (creative, media and other promotional opportunities) that work together to achieve marketing objectives and other business objectives. The course content is presented from both the client and agency point of view.
This course explores several important topics in marketing, not yet explored in-depth in the program’s other courses: digital analytics, new product development, pricing, international marketing, and marketing laws/regulations. Students learn new digital tools and have an opportunity to qualify for industry certification in digital analytics. Students also practice the process of product development, launching a product internationally, and developing a pricing strategy. Finally, students explore the most currently relevant aspects of laws and regulations applicable to marketing professionals.
This course provides marketing students with a sound understanding of retail strategy development. Students learn about the principles of differentiation and competitive advantage in the retail sector, applicable to physical, digital and mixed retail contexts. Students explore the importance of trade area selection, retail location, store design and layout, and visual merchandising. Retail supply chain and merchandise management principles, as well as buying and pricing strategies are covered. Students apply their skills through a variety of hands-on projects.
This course explores the range of skills, knowledge and competencies required to become a successful entrepreneur or to work in a small - medium sized enterprise that expects these skills to develop the venture. Fundamentals of business planning, feasibility analysis, debt / equity financing, financial management, business growth and productivity concepts are explored. Students utilize entrepreneurial techniques, opportunity identification, resource allocation and profit planning and embed these skills through written business plans, oral presentations, discussions and decision-making scenarios. Business planning activities, guest speakers, and articles help to develop an integrated understanding of the importance of entrepreneurship, business building and venture development.
This course familiarizes students with activities, responsibilities and future career prospects in marketing. Placement provides students with opportunities to apply and develop the skills learned in previous business and marketing courses.
This course provides marketing students with an understanding of marketing research principles and an opportunity to apply this knowledge to a hands-on marketing research project. Students learn the research process, sample selection, research design, data collection procedures, analysis, and interpretation of research data. Students develop and implement primary and secondary research to evaluate validity of a business idea.
This course introduces students to the use of analytics in marketing. This course explores the tools used to measure brand, customer relationships, and market penetration. The application of statistical techniques are applied to market segmentation, market response, profitability, and social media, paid search advertising, product recommendation systems, consumer profiles, mobile geo-location analysis, media attribution models, and resource allocation.
Prerequisite(s): WORK64 + MARK57
This is a course on the advanced communication and presentation skills and capabilities required of a marketing professional operating in a small to midsized firm without the support of an agency. This course builds on the skills and capabilities developed in previous communication courses. In this course, students focus on practicing, refining and developing repeatable processes that will enable them to communicate in a manner that inspires their targeted audience to take the intended actions. Students prepare professional marketing materials and deliver presentations using current best practices in the field of marketing.
Prerequisite(s): WORK 64
The purpose of this course is to provide students with a practical understanding of how Customer Relationship Management is utilized to organize data, conduct analysis, uncover insights and making decisions which improve the performance of the organization. Hands-on exposure to leading edge processes, software, tools and analytical techniques equip student with the experience they need to succeed in a highly competitive workplace.
This course introduces students to the field of Content Marketing. Students explore how brand content fits into an organization’s marketing strategy, and cultivate hands-on content planning, content management and content development skills. Students work with a variety of contemporary content formats and delivery methods and have an opportunity to gain a social media management certification. Students create a content plan and elements of a content library, aimed at engaging the target audience and moving them further along the path to purchase, from awareness to advocacy.
Prerequisite(s): WORK 64
This course provides students with an in-depth knowledge of business to business marketing strategy, tactics, and activities, including supply chain management. Students examine and analyze management decisions pertinent to the B2B marketing environment through discussion, case study, lectures, guest speakers, and a marketing simulation. They are challenged to apply marketing concepts through a comprehensive simulations. Students are challenged to maximize their competitive advantage, research, anticipate, and respond to the market and competitors.
Prerequisite(s): WORK 64
- PROJ 5001
- MARK 5000
- MARK 5002
- MATH 75
This course focuses on digital marketing strategy targeted through search-based marketing tactics and conversion site development. Learners build marketing strategies that centre on a web platform such as a website, blog or wiki that optimize conversion through both paid and organic search engine marketing (SEM) and SEO (search engine optimization).
This course provides learners with a fundamental understanding of how different social media channels are being used by consumers and marketers. Learners demonstrate social media strategically by employing social media planning principles, analysis, social media content planning, writing, and implementation to deliver on marketing communications objectives. Testing and post-campaign analysis is also touched on.
The purpose of this course is to introduce students to applied statistical analysis and analytical decision making. During this course, students build a “statistical tool kit” that allows them to organize, present, and analyze data that arises in accounting, marketing, human resources and in business in general. Major topics covered include sampling, graphing, measures of central tendency and dispersion, probability distributions, normality, hypothesis testing, and regression. The course emphasizes the role of statistics in business applications such as quality control, forecasting, and quantitative decision making. Statistical software and technology will be used.
In this course, students learn the foundational principles for project management. Students learn contemporary methodologies for managing projects based on project management industry standards. Students cover a foundation of all project management knowledge areas and learn foundational strategies, tools, and techniques that are used for managing projects successfully.
The purpose of this course is to develop students' understanding of the principles and skills of sales strategy setting, sales management and strategic account management. The course explores the selling process and the actual personal and customer problems encountered by the sales manager and salesperson in multi-buyer complex sales environments. Topics ranging sales strategy to B2B lead generation to quota setting to negotiations and territory and time management are among many critical areas examined. Emphasis throughout the course is placed on developing within students the ability and confidence to communicate effectively and persuasively.
In this course, students develop a thorough understanding of how to execute a marketing plan as they research and write a plan for a real world client. Learners methodically explore the key elements including situational analysis, marketing strategy, marketing mix, financials and controls. Leadership, team work and professional communication skills are embedded in working with clients and writing the plan.
This course focuses on strategy at the operational level of the organization but also considers the role and importance of marketing in achieving corporate level objectives. The course culminates with the development and presentation of a complete marketing plan. To achieve this, the case study and presentation methods approach is used.
This course provides students with an opportunity to explore an area of marketing practice in a self-directed manner with guidance and support of a faculty mentor. Students work with the faculty to identify marketing practices win which they want to develop a deeper understanding and competence. This course provides students with additional knowledge, skills and expertise in an area(s) of marketing practice that are in-demand by employers.
This course familiarizes the student with the activities, responsibilities and future career prospects in marketing management. Placement provides the student an opportunity to apply and develop the skills learned in previous business and marketing courses.
Requirements
Admission Requirements
Ontario Secondary School Diploma (OSSD) with the majority of Grade 11 and 12 courses at the C, U or M level including the following prerequisites:
- Grade 12 English at the C or U level
- Grade 11 Math at the C, U or M level
For OSSD equivalency options, see Admission Requirements.
If you are missing prerequisite courses, enroll in the Career/College Prep program - free for Ontario residents who are 19 years or older.
Placement
You enjoy the opportunity to apply what you learn and contribute to an organization during two marketing placements. In second year you participate in placement two days a week over seven weeks for a total of 112 hours. Third year placement allows you to take a deep dive into the working world with a six week placement for a total of 240 hours.
Students enjoy of the benefit of networking with placement prospects who are part of an extensive data base. They typically hone in on a marketing skill they are wanting to develop and then seek out placements who have related work for the all-important win win.
Meet Marketing Students:
Meet the Business Administration - Marketing (Three-year Diploma) students 2019-2020
Meet the Business Marketing (Two-year Diploma) students 2019-2020.
Placement Prospect Information: If you are interested in engaging a marketing student with a placement please complete the Marketing Placement Opportunity Form at: https://pambarmstrong.ca/placement.
Student Placement Facilitator (SPF) Support
In preparation for placement students complete the colleges administrative requirements that include the following:
- 6 training modules
- Student Declaration/Oath of Confidentiality
- Student Covid 19 Waiver
Student Placement Facilitator will notify student of Agency-specific requirements e.g.:
- Immunizations (hospital/LTC)
- CPIC - VULNERABLE SECTOR if required by site
Questions:
Email: placements@sl.on.ca
Website: www.stlawrencecollege.ca/placement
Fees
2023-2024
Fees are estimates only. Tuition is based on two semesters.
Fees are estimates only. Tuition is based on two semesters.
Kingston
Our Kingston campus has seen significant renovation over the past few years, including a brand new Student Life and Innovation Centre that houses a new gymnasium, fitness centre, pub, and more.
Career Opportunities
Graduates find careers as:
- marketing analysts
- product managers
- sales managers
- business analysts
- account managers
- community managers
- social media managers and other digital marketing positions in a variety of industries, including media, communications, sports and entertainment, consumer goods, technology, banking and financial services. Graduates may also find success in venture development. Third-year empowers you with tools, experience and readiness for the demands of administrative marketing.
Testimonials
Other Information
Students starting in January must take the second semester during spring/summer in order to be on track for the third fall semester.
Advanced Standing
Graduates from a three-year business administration program have the opportunity to continue to the Laurentian University Bachelor of Business Administration degree offered on the Kingston campus.
* High school students with a minimum grade of 75% in Grade 12 M level accounting (BAT4M) are eligible to receive advanced standing in St. Lawrence College Introductory Accounting, ACCT 1. Once you have been accepted into your college program, contact your program coordinator for details.
Program Contacts
Program Contact
Kathleen Mikhailsen
KMikhailsen@sl.on.ca
613.544.5400 ext. 1171
Admissions Information
Click here to message Recruitment.
Credit Transfer Opportunities
SLC graduates have many options to continue their studies with post-secondary institutions across Canada and around the world.
Graduates will be eligible to continue their studies in Ireland, earning a degree in Business Studies (Marketing & Management).
In addition, there are many credit transfer pathway agreements between colleges and universities within the province of Ontario. Please also visit www.ontransfer.ca to search for options relevant to your program area of study.
Agreements between SLC and other institutions that are specific to this program are listed below.
- Athabasca University - Bachelor of Human Resources & Labour Relations (Post Diploma)
- Athabasca University - Bachelor of Management (3 yr) (Post Diploma)
- Athabasca University - Bachelor of Commerce (Post Diploma)
- Athabasca University - Bachelor of Commerce (Post Diploma) with Major