Business Diploma in Marketing

Program Overview

Welcome to the world of marketing, where you will need to think critically, be creative and make strategic business decisions. Whether you are artistic, a math wiz, a social butterfly or have an interest in the global economy, marketing has a career for you.

Our Business Diploma – Marketing Specialization prepares you for careers in international business and management. Under the guidance of working industry professionals, you will practice and apply traditional and digital marketing concepts using real-world tools. You will develop a strong foundation in business communication (written and verbal), business math, event management, and customer service. Additionally, the program will strengthen your interpersonal skills to help you integrate seamlessly in a diverse workplace. In a collaborative and safe environment, you will gain the confidence to take creative risks and push your imagination.

By the end of this program, you will develop an impressive portfolio showcasing the work you produced, an ability to self-promote and be fully prepared to take the next step to build your dream career.

Articulation (Credit Transfer)

British Columbia Institute of Technology (BCIT)

• Upon completion of Stenberg’s Business program, students are eligible for BCIT’s 8- month Advanced Diploma in Business Management.
• After completing BCIT’s Advanced Diploma in Business Management, students can continue with advanced standing in BCIT’s Bachelor of Business Administration (BBA). Students can complete their BBA in as little as one additional year.

Yorkville University

• Upon completion of Stenberg’s Business program, students are granted 30 transfer credits (the equivalent of first year) to Yorkville’s Bachelor of Business Administration (BBA). Students may specialize in Accounting, Supply Chain Management, Project Management, or Energy Management.

Admission Requirements

• Grade 12 graduation with an average of 65% or greater in five courses. English must be one of the courses.
• Stenberg College entrance informational interview.

Language Proficiency Requirements

• English 12 Higher Secondary Certificate with 70% or higher OR
• IELTS with an overall band score of 6.0 with no component less than 5.5 or equivalent*

* If an alternate to the IELTS is submitted as proof of meeting the program’s English language requirement, and the student plans to pursue a career pathway to continue onto Yorkville University or to any other institutions, they may need to complete an acceptable standardized English assessment test such as IELTS prior to acceptance as determined by the pathway partner school. An IELTS will also be required to qualify for a study permit.

Programs Learning Outcomes

• Students will explore marketing research, advertising, branding, and ethical issues and apply skills to develop a marketing strategy.
• Students will learn to write strategically for specific contexts and audiences.
• Students will develop effective marketing communication strategies
• Students will learn how to shape effective messages and build positive relationships with others.
• Students will develop effective public speaking techniques.
• Students will learn how Canadian businesses operate, and explore business finance, social responsibility, and international business strategies.
• Students will learn how to develop an integrated digital marketing plan using various
  strategies and software platforms, including search engine optimization, analytics, email marketing, paid and organic social, influencer marketing, and multimedia content creation.
• Students will explore the different steps in the sales process and learn how to cultivate long-term, trusting customer relationships.
• Students will learn the essential skills needed to plan and execute a corporate event.
• Students will gain an understanding of mathematical principles in order to analyze data and make effective business decisions.
• Students will be introduced to the basic principles of microeconomics and macroeconomics.
• Students will develop an understanding of and sensitivity to the impact of cultural diversity in the workplace.
• Students will learn how to express thoughts and ideas and take creative risks through a variety of mediums.
• Students will learn best practices for job search and career success.

Potential Employment

After graduating from the program, you’ll be qualified for entry-level employment as a:

• Marketing Assistant
• Marketing Coordinator
• Communication Assistant
• Communication Coordinator
• Event Assistant
• Event Coordinator
• Social Media Coordinator
• Email Marketing Coordinator
• Content Creator
• Content Writer
• Public Relations Assistant
• Public Relations Coordinator
• Brand Ambassador
• Field Marketing Coordinator
• Sales Associate
• Account Representative
• Customer Service Representative

Wages And Career Outlook

According to indeed.ca, the world’s largest employment search engine, the average salary for entry-level marketing jobs in Canada is $18/hour. Marketing is a performance-based career and with experience there are abundant opportunities to increase your earning potential. You can expect to earn between $15 to $20/hour at your cooperative work experience.

Top Five Reasons To Take This Program

1. This program has been developed and is taught by an impressive group of educators, industry leaders and subject matter experts, including: Sales and marketing executives; Writers, editors and professional business communicators; Digital marketing specialists and consultants; Brand strategists; Entrepreneurs; Human resources managers; Special event planners; Public speakers; Economists and mathematicians; International education experts including English Language Learning professionals and international students.
2. This program is recognized by the British Columbia Institute of Technology (BCIT) and Yorkville University, and allows graduates to continue on to a Bachelor of Business Administration degree (BBA).
3. More than simply teaching a set of technical skills, this program prepares you for the competitive realities of business and marketing. In a supportive and highly collaborative environment you will develop the hard and soft skills necessary to be successful.
4. In our commitment to student success, Stenberg College offers students an unparalleled range of free support services, including personal and professional development, English Language Learning programs, study skills workshops, academic support tutorials, one-on-one student support, and life coaching sessions.
5. All your paid co-op work experience positions are guaranteed and arranged by Stenberg College.

Program Courses

Semester 1

1. PRO100 Student Success Skills & Computer Fundamentals
   With a focus on enhancing academic skills, this course sets you up for success as a student. Importantly, you will learn essential Microsoft Office (Word, Excel, PowerPoint) competencies required to succeed in an academic and business environment.
2. MKT100 Introduction to Marketing
   In this course you will critically explore marketing principles, concepts and models from a practical perspective. Focussing on a variety of real-world business examples and case studies, you will explore marketing research, advertising, branding, and ethical issues. You will apply the skills to develop a marketing strategy for a brand of your choice.
3. INT100 Cultural Diversity & Understanding
   This course develops awareness and understanding of cultural diversity, which is essential for success in today’s world. From relationships in the workplace to wider global issues, you will explore diversity in varied social contexts. Focussing on Canadian society, you will learn about Indigenous history in Canada, diversity in the workplace, understanding religious identities, LGBTQ+ and gender rights, media and bias, advertising to a multicultural audience, and much more.
4. COM200 Writing with Purpose
   In this course you will learn to write strategically for specific contexts and audiences. You will employ best practices for academic writing, email etiquette, business communications, and writing persuasive ad copy. By the end of this course, you will be an adept storyteller who can write creatively, concisely, and with intent.
5. COM110 Creativity & Self-Expression
   This course allows you to discover your creative potential. Picasso said that every child is an artist and the problem is how to remain an artist once we grow up. You will learn to express your thoughts and ideas through creative mediums and find the freedom and confidence to risk creatively like a child.

Semester 2

1. MKT200 Advertising & Public Relations
   Today’s global digital landscape is forcing marketers to constantly adapt their advertising and public relations strategies to engage their audience. Through a combination of theory and practical application, you will navigate reputation management and develop effective marketing communication strategies. You will also explore current design software to create ads and content.
2. INT200 Interpersonal Skills Development
   Interpersonal skills, also known as people skills, refer to how you communicate and interact with others. Exceptional interpersonal skills can improve your job prospects and enhance your career trajectory. In this course you will learn how to shape effective messages and build positive relationships with others. You will learn and practice the characteristics of ideal communicators, develop your emotional intelligence, become aware of your communication styles, achieve greater self-awareness, and investigate leadership skills.
3. COM300 Speaking with Purpose
   This course expands on your work in ‘Writing with Purpose’ as you transition from written to verbal communication. By analyzing some of history’s most famous speeches, you will develop effective public speaking techniques. Topics include active listening, speech delivery, your voice’s toolbox, vocal warmups, fighting speech anxiety, body language, presentation aids, and storytelling.
4. BUS100 Canadian Business Culture
   In this course you will learn how Canadian businesses operate, how they are structured, and the different strategies they employ to find success with their teams and in the global marketplace. You will build a mock company and create a business plan using the Business Model Canvas. You will also explore business finance, social responsibility, and international business strategies.
5. MTH100FundamentalsofBusinessMath
   It’s essential for business and marketing professionals to have an understanding of mathematical principles in order to analyze data and make effective business decisions. This fast-paced course will introduce you to fractions, percentages, algebra, graphing methods, and the use of quadratic formula.

Semester 3

1. MKT300 Digital Marketing
   In this course you will explore the world of digital marketing and learn how it is integrated into traditional marketing channels to achieve an organization’s marketing goals. You will learn how to develop an integrated digital marketing plan using various strategies and software platforms, including search engine optimization, analytics, email marketing, paid and organic social, influencer marketing, and multimedia content creation.
2. INT300 Sales, Service & Relationship Management
   In this course you will explore the different steps in the sales process and learn how to cultivate long-term, trusting customer relationships. Important topics covered include prospecting, handling objections, the elements of a successful sales presentation, the structure of an effective close, and follow-up best practices. Role-play, in-class discussions, and an examination of real-world business case studies will play a key role in understanding and applying all the learned concepts in this course.
3. COM100 Workplace Readiness
   This course explores every step of the job-hunting process leading to career success. You will learn best practices for seeking employment, networking, building a resume, managing your online presence, writing cover-letters, interviewing, and starting at a new workplace.
4. BUS200 Event Management
   This course provides you with the essential skills needed to plan and execute a corporate event. Through a practical, hands-on approach, you will learn the importance of setting goals, budgeting, logistics, booth design and development, event project management, trends in event sustainability, risk management, marketing and promotions, and post- event evaluation.
5. ECON100 Introduction to Economics
   This course introduces you to the basic principles of microeconomics and macroeconomics. The concepts covered in class will encourage informed discussion around issues covered in the media. You will gain an understanding of how political, social, and market forces impact the Canadian and global economy. You will also learn how to measure the performance and health of an economy.