Honours Bachelor of Business Administration (Marketing Management)

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.