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Business Administration - Marketing (Management Specialization)

Business Administration - Marketing (Management Specialization)

(Optional Co-op)

Program Code: BAMCampus: Markham
Duration: 6 Semesters (3 Years)Start Dates: Summer, Fall, Winter
Start dates are subject to change
Credential Awarded: Ontario College Advanced Diploma

Program Description

Business Administration - Marketing Management Specialization:

Become a marketing leader. Learn how to integrate business and marketing fundamentals with advanced applications of technical, analytical, problem-solving, critical thinking and leadership skills. These skills are developed through the use of innovative and applied delivery techniques such as problem-based learning, real-life projects and case study analysis.

Business Administration - Event Marketing Management Specialization*:

Event Marketing Management is one of the fastest growing fields of marketing. Learn how to create experiences that build value for your customers and their guests. Event Marketing Management encourages companies to creatively communicate ideas to reach their target audience. As part of the program, you’ll be assigned an internship position with an industry client and assist in planning and executing a real world event. You will continue to develop your leadership skills through industry and faculty mentoring. Acquire professional certification and training in Smart Serve, First Aid and CPR.

* As a student of this program, you will obtain industry certifications at a fee. This measure is vital to the program curriculum and contributes to your professional experience.

Are you...

  • An excellent organizer
  • An effective communicator
  • Responsible and dependable
  • Enthusiastic
  • Able to see the big picture
  • Detail oriented
  • Comfortable with non-traditional learning
  • Committed
  • Possess excellent communication skills
  • Dedicated
  • Team oriented
  • Flexible (events take place out of class time, in the evenings and weekends.)

Program Learning Outcomes

This Seneca College program meets the system-wide standards for all Ontario College Credential programs as set by the Ministry of Training, Colleges and Universities.

As a graduate, you will be prepared to reliably demonstrate the following:

  • 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.

Employability Skills

Admission Requirements

Program Eligibility:

  • Ontario Secondary School Diploma (OSSD) or equivalent, or mature student status
  • Grade 12 English: ENG4(C) or ENG4(U)
  • Grade 12 Mathematics: (C) or (U) or Grade 11 Mathematics (U) or (M)

Note: Although not required for admission, keyboarding skills and/or any computer graphic skills are helpful.

The Importance of Learning Skills:

Student success in college requires well developed learning skills (such as being able to work independently, participate in a team, be well-organized, develop good work habits, and show initiative). These skills are as important as prior academic achievement. While it is expected that applicants would have developed these skills through previous education and life experiences, Seneca offers support to assist students with further development of these important skills.

Your Career

Prepare yourself for the challenging world of marketing and communications with Seneca’s Business Administration - Marketing program. With this three-year advanced diploma you’ll be prepared for a variety of career options including, Marketing Manager, Marketing Coordinator, Account Manager, Product Manager, Brand Manager, Digital Marketing Manager, Interactive Marketing Manager, Market Researcher, Event and Trade Show Marketer, Sports Marketer, Sales Account Manager, Retail Sales Manager, Digital and Traditional Media Buying and Planning, and Media Sales Manager. Small Business Owner, Search Engine Account Marketing Manager, and Web Content Manager.

Specializations

Industry is constantly looking for competent and highly skilled creative people. As a student in the Business Administration - Marketing program you will select a specialization in your third semester. The specialization begins in the fourth semester of the program in the areas of Marketing Management or Event Marketing Management.

Flexible Learning

When entering semester one, you may choose to study the Business – Marketing program through flexible delivery options, including distance and/or in class learning. For more information you can contact the Student Advisor.

Co-operative Education Program

During the third semester, you'll have the opportunity to apply for admission to the coop option. Co-op provides you with the opportunity to secure a paid work term between academic semesters. It also allows you to benefit from a combination of classroom learning and real-world experience. Please note that you will have a shared responsibility for securing employment opportunities and must meet co-op entrance requirements in order to be considered (see Student Advisor or Co-op Coordinator for details).

Co-op marketing related positions may be in sales, retail, event and trade shows, promotional activities, call centres and customer service, among others.

Co-op Model - September Start
  Sept-Dec Jan-Apr May-Aug
Year 1 Semester 1 Semester 2 Vacation
Year 2 Semester 3 Semester 4 Work Term
Year 3 Semester 5 Semester 6  

Co-op Model - January Start
  Jan-Apr May-Aug Sept-Dec
Year 1 Semester 1 Semester 2 Semester 3
Year 2 Semester 4 Work Term Semester 5
Year 3 Semester 6    

Professional Affiliation and Industry Associations

  • American Marketing Association
  • Canadian Marketing Association
  • Canadian Professional Sales Association
  • Interactive Advertising Bureau of Canada
  • Greater Toronto Marketing Alliance
  • Ontario Colleges Marketing Association

As a student of this program, you will be required to purchase a membership in the Marketing Association of Seneca College (MASC) a collegiate chapter of the AMA. This measure is vital to the program curriculum and contributes to your professional experience

Diploma to Graduate Certificate Programs

Through transfer agreements, graduates of this Seneca College program may be eligible for credit in the following Seneca Graduate Certificate Programs:

Diploma to Degree... and Beyond

Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit at the following post-secondary institution(s):

Toronto

University/CollegeDegrees Available
Ryerson University• Bachelor of Commerce, Business Management – Direct Entry Program
• Bachelor of Commerce, Business Technology Management – Degree Completion program
Seneca College• Bachelor of Commerce, International Accounting and Finance
• Bachelor of Commerce, Financial Services Management
• Bachelor of Commerce, Municipal and Corporate Administration (Previously Offered)
• Bachelor of Commerce, Human Resources Strategy and Technology
Tyndale University College• Bachelor of Arts, Business Administration or Business Administration – International Development
York University• Bachelor of Administrative Studies (BAS)

Ontario

University/CollegeDegrees Available
Algoma University• Bachelor of Business Administration
Lakehead University• Bachelor of Business Administration (3 year)* or Honours Bachelor of Commerce (4 year)
Laurentian University• Honours Bachelor of Commerce
Laurier Brantford• Honours Bachelor of Arts
Nipissing University• Bachelor of Business Administration
University of Ontario Institute of Technology• Bachelor of Commerce - Direct Entry
University of Ottawa• Bachelor of Commerce
University of Windsor• Bachelor of Commerce

Canada

University/CollegeDegrees Available
Athabasca University• Bachelor of Management or Bachelor of Commerce
• Bachelor of Professional Arts in Communication Studies
University Canada West• Bachelor of Commerce
Memorial University of Newfoundland• Bachelor of Business Administration
Royal Roads University• Bachelor of Commerce in Entrepreneurial Management

U.S.

University/CollegeDegrees Available
University at Buffalo• Bachelor of Science in Business Administration
D'Youville College• BSc – Accounting or Management
Davenport University• BBA – Management, Marketing, BBA/MBA – Strategic Management
Northwood University• Bachelor – Business Administration, Marketing, Management or Accounting
Robert Morris University• Bachelor of Arts or Bachelor of Science (BSBA)

International

University/CollegeDegrees Available
AUT University• Bachelor of Business – any major dependent on courses taken at Seneca
Birmingham University• BA (Hons) Business and Marketing
• (Hons) International Marketing
Griffith University• Bachelor of Business
Queensland University of Technology• Bachelor of Business (Marketing)
Swiss Education Group• Swiss Higher Diploma in International Hotel and Tourism Management (IHTM ) to Bachelor (Honours) of Arts in Hospitality and Tourism Management

Curriculum

Our curriculum may change, so you stay current with the industry.

Foundations
Semester 1 Subject Name Hrs/Wk
BUS106 Business - Its Nature and Environment 4
EAC150 College English 3
ICA001 Introduction to Computers and Applications 2
MRK106 Marketing I 4
QNM106 Mathematics of Finance 4
SSC100 Success Strategies for College 2
 
Development
Semester 2 Subject Name Hrs/Wk
ACC106 Accounting I 4
ECN550 Economics: An Overview 3
MRK200 Marketing II 4
MRK360 Applied Business Management 3
MRK264 Advanced Computer Applications for Marketing 2
XXXXXX General Education Option 3
 
Planning
Semester 3 Subject Name Hrs/Wk
CAP506 Career Launching and Portfolio Planning 1
EAC394 Effective Business Writing 3
MRK317 Integrated Marketing Communications I 4
MRK430 Professional Selling 4
QNM222 Business Statistics 5
XXXXXX General Education Option 3
 
Application
Semester 4 Subject Name Hrs/Wk
MRK260 Graphic and Web Design 4
MRK428 Marketing Strategy and Analysis 4
MRK455 Applied Marketing Research 4
MRK460 Global Marketing 3
XXXXXX General Education Option 3
CPP100 Co-op Professional Theory (co-op option only) 2
CWT100 Co-op Work Term (co-op option only)
 
Mastery
Semester 5 Subject Name Hrs/Wk
MRK510 Applied Research Methods in Marketing 3
MRK516 Financial Analysis for Marketing 4
MRK518 Interactive Marketing 4
MRK519 Marketing Metrics and Analysis 4
XXXXXX Professional Option * 4
CPP200 Co-op Professional Practice (co-op option only) 2
 
Mastery
Semester 6 Subject Name Hrs/Wk
MRK522 Sales Management and Negotiation Techniques 4
MRK526 Management of Marketing Channels 4
MRK620 Strategic Analysis 2
MRK634 Driving Digital Media for Business 4
MRK662 New Product Launch 4
 
* Professional Options (select one)
Subject Subject Name Hrs/Wk
MRK513 Buyer Behaviour 4
MRK561 Brand Management 3
MRK632 Services Management 4
MRK678 Internship 4
Professional Options are offered based on subject enrolment.

Contact Us

Student Advisor: Izabela Loranty
Telephone: (416) 491-5050 Ext. 77547
Email: Izabela.Loranty@senecacollege.ca
Program Coordinator: Reid Kerr
Telephone: (416) 491-5050 Ext. 77536
Email: Reid.Kerr@senecacollege.ca
Co-op Coordinator: Deb McKenzie
Telephone: (416) 491-5050 Ext. 77615
Email: Deb.Mckenzie@senecacollege.ca
Program Chair: Marianne Marando
Telephone: (416) 491-5050 Ext. 33440
Email: Marianne.Marando@senecacollege.ca
Admissions Advisors:
Domestic Admissions Advisor: Marcie King
Telephone: (416) 491-5050 Ext. 22804
Email: Marcie.King@senecacollege.ca
International Admissions Advisor: Gina Lombardi
Telephone: (416) 491-5050 Ext. 22405
Email: Gina.Lombardi@senecacollege.ca
Registration & Records Advisor: Marc Combetto
Telephone: (416) 491-5050 Ext. 77435
Email: Marc.Combetto@senecacollege.ca

Video

Seneca's Business Administration - Marketing

Graduates Enes and Michael talk about their time in the Business Administration - Marketing (Management Specialization) program and how they were able to continue their education in university, earning both a diploma and degree in less time.Video

BAM Video

Business Administration – Marketing (Management Specialization) student Julian talks about life at Seneca and his plans after graduation: taking advantage of a transfer agreement Seneca has with Griffith University in Australia. Click on the image above to play the video.

Testimonials

Business Administration - Marketing Management Specialization:

“My introduction to the foundations and applications of marketing and e-commerce at Seneca helped me focus on what really interested me in the industry, what my options were for the future, and how to think strategically about the world around me. The program also prepared me with the tools to get a job, and now I'm well on the way to realizing my career goals.”

Antonella Leone
Marketing Co-ordinator, Rogers Wireless
Graduate Business Administration - Marketing Diploma

“The faculty in the BA-Marketing program represent a remarkable and outstanding department of educators with an exceptional command of the subject matter within the field of marketing. My professors have consistently prodded me and my fellow class mates to question why and to think critically and creatively. Through their teaching, they imparted and instilled in me the ability to be analytical, to value excellence and to intellectually have the courage to thrive in a rapidly changing market driven environment.”

Omer Fayyaz
Graduate Business Administration – Marketing Diploma

Business Administration - Event Marketing Management Specialization*:

“The Business Administration - Marketing program has provided me with great hands-on experience in Event Marketing Management as well as valuable volunteer experiences in the event marketing field. I have learned a lot in terms of how to market events, the processes required for the execution of successful events as well as key problem solving skills to resolve issues that often arise in events through executing my own event as well as volunteering for others. The specialization requires students to be dedicated to their events, have strong time management and problem solving skills. Students also need to know that the day of the event is only part of a long planning process. The planning often can take up to months and requires students to be proactive in keeping up with the many tasks related to each event.”

Ella Leung
Business Administration - Event Marketing Management Specialization
Graduate 2007

“I cannot begin to count all of the practical projects, events and client collaborations in which I have gained a great amount of knowledge. The professors are truly dedicated to the program and the students. These were the best three years that I have experienced at Seneca College and it is truly my honour to say that Event Marketing Management is all about creating experiences and building customer value. I am confident that this specialization will benefit me in my future career as an Event Marketing Manager.“

Amanda Vaniglia,
Business Administration - Event Marketing Management Specialization
Graduate 2010