Business Administration - Marketing
Marketing grad Michael Forty works for the Toronto Blue Jays
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Peterborough
Accepting applications
BAA
Ontario College Advanced Diploma
September 8, 2009
$1,513.00 per semester *
* Tuition and fees subject to change.
- Program Information
- Program Curriculum
- Course Descriptions
Businesses fail without a critical assessment of customers, competitors, and the marketplace in a well-researched and achievable marketing plan.
Program Highlights
Your workplace ready courses will include all areas of marketing practice and strategy, including:
- International Marketing
- Direct/Internet marketing
- Marketing research
- Sales
- Product management
- Advertising
- Promotion
- Consumer behaviour
There is no shortage of enthusiasm or expertise in the classroom, as your professors have worked in marketing and are passionate about their work.
Why Choose Fleming?
Fleming's Marketing program focuses on real-life marketing challenges in a globalized world. The program is an applied educational experience. For example, you will use case studies from actual businesses in several of your courses. In the Applied Projects course, you will act as a marketing consultant for a corporate or non-profit client and be guided by a faculty mentor to meet the client's objectives. Through these experiences, you will acquire a broad skill set to make you more qualified and increase your opportunities for employment. Our marketing faculty are accessible, approachable, and ready to work with you on concerns or goals for the future.
Got a degree or diploma already? You may be able to transfer credits and earn your diploma in less than three years. Contact the program co-ordinator for more information.
Work Experience
You must complete either an Applied Projects course or a Field Placement during your course of study. If you choose the Field Placement option you must complete a minimum of 140 hours. Students arrange the field placement in consultation with the program co-ordinator.
What it Takes to Succeed
Marketing specialists tend to be:
- Outgoing, creative thinkers
- Persuasive communicators
- Able to work well under pressure and to deadlines
- Able to juggle many projects simultaneously
- Able to see both the big picture and the details
Career Opportunities
Show the world your creativity, persuasiveness, and drive for business success, and you will find satisfying work in any field related to marketing, such as advertising, sales or public relations. Some of these positions include:
- Sales representative or manager
- Agency account executive
- Customer service representative
- Marketing research analyst
- Marketing manager
- Internet marketing specialist
- Direct marketing specialist
- Marketing consultant
- Advertising analyst
The employment rate for Fleming Marketing graduates is extremely high -- because Fleming has a reputation for producing high quality marketing specialists. You should be quite successful in landing a challenging and rewarding job on graduation.
Minimum Admission Requirements
OSSD with the majority of credits at the College (C) and Open (O) level, including:
- 2 College (C) English courses (Grade 11 or Grade 12)
- 1 College (C) Math course (Grade 11)
When (C) is the minimum course level for admission, (U) or (U/C) courses are also accepted.
Recommended (but not required for admission):
- Grade 12 College (C) Math
Mature Students If you are 19 years of age or older before classes start, and you do not possess an OSSD, you can write the Canadian Adult Achievement Test to assess your eligibility for admission.
NOTE: students starting in January are required to attend classes over the summer semester.
Selection Process
Related Programs
Upon completion of the Marketing Diploma program, you can pursue a post-graduate certificate in either Advertising - Marketing Communications or Event Managment. In only 2 semesters you can add an Ontario College Graduate Certificate to your diploma and expand your career options.
Additional Costs
Approximately $1,000 per year for books and supplies.
University Transfer Agreements
- Athabasca University
- Australian Catholic University National
- Griffith University, Queensland, Australia
- Lakehead University
- Northwood University
- Ryerson University
- Trent University
- University Canada West - Victoria, BC
- University of Lethbridge
- University of Ontario Institute of Technology
- University of Western Sydney
- University of Windsor
Semester 1
Business Essentials - A Survival Course
Course Number: BUSN002
This course will explore the nature of business and the role of the individual within the business context. The course will help to prepare the student for the world of business by developing an understanding of the major functional aspects of a successful business. The course will also focus on a number of important business trends that will continue to affect business into the future. These include the growth and influence of international business, the role of ethics and social responsibility in business decisions, the significance of small business, the growth of the service sector, and the influence of technology on business activities. This is an approved general education course.
Units: 45.00
Hours: 45.00
Communications for Business
Course Number: COMM078
Successful business and administrative communication requires an understanding of both individual and organizational audiences and the ability to create effective messages for them. Communications for Business will introduce students to the critical-thinking, problem-solving and professional writing skills that are necessary to meet these communication challenges.
Units: 45.00
Hours: 45.00
Financial Statements and the Finance Environment
Course Number: ACCT071
This course offers business students a basic understanding of how the activities of an organization are reflected in the financial statements as well as offering an understanding of the basic terms and content of financial statements. The student is then required to apply that basic understanding of concepts along with analytical techniques to reach financial decisions in business organizations. Practical applications of financial concepts to the operation of the business are emphasized. Specific topics include understanding of the Balance sheet, Income Statement, Statement of Retained Earnings and Statement of Cash flows. Other topics include financial planning, working capital management, the capital budgeting process, financial statement analysis and break even analysis.
Units: 45.00
Hours: 45.00
Introductory Computing
Course Number: COMP345
Working in the Windows XP environment, this computer course introduces the student to computer basics (computer terminology, e-mail, Internet, file management) and the application and use of word processing, spreadsheet, and database software. Through the extensive use of hands-on activities, students will gain sufficient knowledge and experience to make productive use of computers as a tool in both college and workplace environments.
Units: 45.00
Hours: 45.00
Marketing
Course Number: MKTG014
This is an introductory course in Marketing designed to provide an awareness and understanding of the role and function of marketing within an individual firm and throughout the total economy. The student is introduced to the principles and techniques of marketing and its various functional areas. The various marketing strategies utilized in product or service planning and development, pricing, distribution and promotion in response to the needs and wants identified in various markets are explored.
Units: 45.00
Hours: 45.00
Math Fundamentals for Business Studies
Course Number: MATH011
The Math Fundamentals for Business Studies course was designed to be an integral portion of all programs offered by the School of Business at Sir Sandford Fleming College. This course is a one-semester study of the mathematics applicable to the business and financial community. Math Fundamentals for Business Studies places the significance of mathematics as a problem solving and decision making tool. Topics covered: manipulation of business formulae, break-even analysis, monetary conversion, mathematics of buying and selling, simple, compound interest and annuities.
Units: 45.00
Hours: 45.00
Semester 2
Business Teams
Course Number: SOCI125
Learn about the movement towards getting work done through teams in organizations, and develop the knowledge and skills to thrive in this area. This course meets the General Education requirements primarily in the areas of Work and the Economy and Social Understanding, as well as touching Civic Life, Personal Development, and Cultural Understanding.
Units: 45.00
Hours: 45.00
Business and Contract Law
Course Number: LAWS004
Business people and consumers in Ontario are affected by a broad spectrum of federal, provincial and municipal laws and a variety of court-created legal principles. This course serves as an introduction to business and consumer law.
Units: 45.00
Hours: 45.00
Communicating at Work
Course Number: COMM002
This course will enable you to continue to improve your general communication skills to meet the learning outcomes demanded by the assignments in this course, as well as the expectations of other subjects and eventual career employment. This course emphasizes concepts of critical thinking and problem-solving skills as they apply to processes fundamental to effective communication. You will continue to reinforce speaking, writing, reading, and listening techniques common to the expectations demanded by the work place of your career choice by applying, at a more sophisticated level, principles of style, structure, mechanics and techniques (for orals).
Units: 45.00
Hours: 45.00
Human Resources Administration
Course Number: MGMT007
This course is designed to provide an overview of key human resources activities and the related legislation affecting today's workplaces. Topics of study include the strategic role of HRM, legal compliance and valuing diversity, designing and analyzing jobs, human resources planning, recruitment, selection, orientation and training, performance appraisal, compensation, employee benefits & services, labour relations, and occupational health & safety.
Participants will also have an opportunity to discuss legal compliance in the areas of human rights, pay/employment equity, employment standards, labour relations, and health & safety. Applied learning opportunities include case study analyses, identification of Human Rights Code violations on an employment application form, development of a job description/specification and a recruitment ad, critique of managerial performance on videotape, web-based research pertaining to employment practices, and completion of a journal article summary and explanation of its relationship to the course material.
Note: This course has been approved by the Human Resources Professionals Association (HRPA) as a credit in the Canadian Council of Human Resources Associations' (CCHRA's) national certification program. To qualify to write the National Knowledge Exam, it is necessary to attain an overall average of 70 percent in the nine subjects covered, with no grade of less than 65 percent.
Prior to enrollment in this course, it is recommended that learners have attained the learning outcomes of Communications for Business (COMM78).
Units: 45.00
Hours: 45.00
International Trade
Course Number: MTRL008
This course provides students with an overview and understanding of international trade, its history, process, and current applications.
Units: 45.00
Hours: 45.00
Operations Management
Course Number: BUSN020
This course is designed to give students an understanding of the functions of business operations. Students develop an understanding of the important factors and some of the analytical tools that can be used to improve productivity and customer service. Emphasis is placed on the cost benefit relationship.
Units: 45.00
Hours: 45.00
Semester 3
Macroeconomics
Course Number: BUSN013
Macroeconomics is the study of the overall performance of the economy. Fluctuations in the level of national output, incomes, prices and employment are analyzed along with government policies to control these fluctuations.
Units: 45.00
Hours: 45.00
Advanced Computers
Course Number: COMP103
Pre-requisites
This course builds on the common functions of File Management, Word Processing, Spreadsheets and Database to enhance skills for a business environment. The use of tables, multi-page documents and graphics will be covered in Word Processing. Spreadsheet skills in the use of functions and formulas, formatting, conditions, lists, graphics and multiple worksheets will be developed. The integration of word processors, spreadsheets and databases will be included, particularly mail/merge.
Units: 45.00
Hours: 45.00
Contemporary Management Skills
Course Number: BUSN006
In this course, both theoretical and practical fundamentals of managerial work are explored and experienced. Through self-assessments, skills workshops, discussions, and lectures, students will learn management competencies in interpersonal and leadership strategies, the dynamics of power and innovation, as well as organizational strategies to enhance performance and productivity.
Units: 45.00
Hours: 45.00
Design and Layout
Course Number: MKTG007
Pre-requisites
This course is designed to give students an understanding of the design and layout process as it applies to print and print media. Students develop an understanding of the important factors behind good design and the process leading up to final film and print production. Emphasis is placed on developing communications skills relating to clients, suppliers and creative support personnel as it applies to the design process.
Units: 45.00
Hours: 45.00
Marketing Communications
Course Number: MKTG017
Pre-requisites
This course is designed to introduce the student to the marketing communications process and the role of the marketing communications mix as they apply to the marketing of goods and services.
Units: 45.00
Hours: 45.00
Marketing Research
Course Number: MKTG020
Pre-requisites
This course provides an introduction to marketing research from a managerial point of view. Emphasis will be placed on the information needs of both the consumer and the marketing manager. A research project (define a problem, design a questionnaire, analyze data, and write a report) will provide a practical learning experience for students.
Units: 45.00
Hours: 45.00
Semester 4
Direct Marketing
Course Number: MKTG042
Pre-requisites
Traditional marketing focuses on motivating customers with the Marketing Mix. Direct Marketing uses these traditional principles but incorporates Customer Relationship and Database management to efficiently and effectively create Direct Marketing campaigns.
Units: 45.00
Hours: 45.00
Internet Marketing
Course Number: MKTG043
Pre-requisites
This course is designed to give students an understanding of, and experience with, the Internet and other new technologies as business-building tools, within a marketing context. The focus of this course is on strategic and management principles versus technical aspects (e.g. code-writing). Starting with a history of Silicon Valley, the dot.com period, through to current interactive marketing trends, students learn to see technology as a resource for achieving marketing goals, as opposed to an end onto itself. Students develop an understanding of the key e-solutions components and strategies available to marketers and, through numerous cases studies, develop experience in making business-building decisions using the Internet and other new technologies.
Units: 45.00
Hours: 45.00
Corporate Social Responsiblity: Ethical Conduct of Business
Course Number: MGMT066
We live in the age of globalization. Due to many recent events, corporate business is under fire to manage their activities in a culturally sensitive and ethical manner. Moreover, many corporations are learning that it is good business to do good. In this case-based course we will examine various specific ethical dilemmas in the conduct of domestic and international business. We will discuss the structure of the corporation and the various contemporary ethical issues it presents. Finally we shall discuss the best practices of many leading companies to conduct their business in a socially responsible way.
Units: 45.00
Hours: 45.00
International Trade
Course Number: MTRL008
This course provides students with an overview and understanding of international trade, its history, process, and current applications.
Units: 45.00
Hours: 45.00
Marketing Applied Projects I
Course Number: MKTG015
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
Marketing Applied Projects II
Course Number: MKTG016
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
Marketing Applied Projects III
Course Number: MKTG040
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
Marketing Communications II
Course Number: MKTG041
Pre-requisites
Units: 45.00
Hours: 45.00
Negotiating Skills
Course Number: MGMT014
Effectiveness in negotiating and mediating is an important part of survival in our society, either on behalf of organizations or for personal reasons. Students in this course will develop skills that can be applied in various negotiation situations, such as getting a job, getting a raise, purchasing, selling, managing employee performance, and industrial relations. Note: It is strongly recommended that students not take this course until at least their second semester or later.
Units: 45.00
Hours: 45.00
Semester 5
Communications - Report Writing
Course Number: COMM006
Pre-requisites
In this course, you will learn how to plan, organize, illustrate, edit, and present written and oral material in both an informational and analytical style to businesses, service and technological industries, and government agencies.
Units: 45.00
Hours: 45.00
Creativity
Course Number: MKTG039
Pre-requisites
In a marketing career, the creative process contributes greatly to success. In a positive business setting good ideas are nurtured and cultivated. The ability to contribute creatively is an essential skill. This course is designed to allow the learner to examine and develop their own creative ability and more importantly, identify how to improve those skills through practice and meditation.
Units: 21.00
Hours: 21.00
International Marketing Applications
Course Number: MKTG011
This third level course is designed to introduce students to the complexity of marketing products/services to International markets around the world. The student is expected to have a basic understanding of domestic marketing.
This senior level course will be delivered in a classroom environment with sufficient time allocated to the marketing simulation exercise which will be completed as a group project during the semester.
Note: This is a senior level course that will require the student to work in an effective group environment. A comprehensive understanding of project planning is required to succeed in this course.
Units: 45.00
Hours: 45.00
Presentations
Course Number: MKTG021
Pre-requisites
In a marketing career, having good ideas is not sufficient for success. In the process of managing a business enterprise, executives seek recommendations from the employees who have expertise in their field. Moreover they expect that such recommendations will be supported by a rational business case. Good ideas are presented to decision-makers in a clear concise and persuasive manner or they are rejected. The presenter must not only know the rationale for their ideas but must also instil confidence in the employer. Presentation skills are as important as analytical or creative skills. This course is designed to allow the learner to examine their own presentation skills, identify areas of weakness and have an opportunity to improve those skills through practice.
Units: 21.00
Hours: 21.00
Principles of Product Management
Course Number: MKTG023
This course will focus on the role of the product manager who, as an individual at the middle marketing management level of a business organization, is assigned to one product or brand or product line with complete responsibilities for determining objectives and establishing marketing strategies. In essence, he\she is involved in the 'management of the marketing mix for products or product lines. The application of marketing terms, tools, techniques, concepts and decision-making processes are emphasized. The content of the course is three-fold, involving a study of applied marketing theory, comprehensive case analysis and a field project which places students in the role of a product management team for a company.
Units: 45.00
Hours: 45.00
Business and Contract Law
Course Number: LAWS004
Business people and consumers in Ontario are affected by a broad spectrum of federal, provincial and municipal laws and a variety of court-created legal principles. This course serves as an introduction to business and consumer law.
Units: 45.00
Hours: 45.00
Career Search
Course Number: BUSN027
Set yourself apart from the crowd. This course builds on students' existing knowledge of job search techniques. It focuses on the preparation of a personal resume, cover letter and career portfolio relevant to their field of study. Emphasis will be placed on interview and presentation skills appropriate for the workplace. Participants will complete this course confident in their ability to match their skills to the demands of the workplace.
Units: 45.00
Hours: 45.00
Marketing Applied Projects I
Course Number: MKTG015
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
Marketing Applied Projects II
Course Number: MKTG016
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
Marketing Applied Projects III
Course Number: MKTG040
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
New Ventures
Course Number: BUSN061
This course is designed to develop an understanding of planning the start-up of a business, its ongoing management and strategies for growth. Students learn about the legal forms of business ownership, the importance of financial analysis as a success indicator for the business and appropriate marketing tactics for promoting small business. The student will develop an actual business plan for their own business idea.
Units: 45.00
Hours: 45.00
Principles of Buying
Course Number: MKTG022
This course is an introduction to the purchasing function and how it forms a necessary segment of any modern organization. Many aspects of purchasing will be covered including objectives and organization, quality description, price determination, evaluating suppliers, contracts and the legal aspects of purchasing.
Note: There are no pre-requisite courses, however, students should have a general knowledge of sound business practice. Operations Management BUSN 20 and Intro to Materials Management MTRL 11 are recommended.
Units: 45.00
Hours: 45.00
Semester 6
Marketing Plans
Course Number: MKTG019
Students that are about to graduate with a diploma in Marketing are required to have the skills to develop a 'Marketing Plan' for a business application. This course will require the students to identify a company that they can work with and develop an actual marketing plan that can be executed in the business environment. The student will be able to capitalize on knowledge they have acquired from previous marketing courses such as Market Research, Marketing Communications and Product Management in the development and presentation of a sound marketing plan.
Units: 45.00
Hours: 45.00
Sales Management
Course Number: MKTG029
Pre-requisites
This senior level course is designed to explore the role and functions of the Sales Manager in a marketing focussed company. The student will study all of the tasks that managers must be familiar with when identifying perspective employment needs, designing job descriptions, interviewing responsibilities, designing training programs and designing and implementing employee evaluations. The course will attempt to assist the student in seeking full time employment after graduation.
Units: 45.00
Hours: 45.00
Corporate Social Responsiblity: Ethical Conduct of Business
Course Number: MGMT066
We live in the age of globalization. Due to many recent events, corporate business is under fire to manage their activities in a culturally sensitive and ethical manner. Moreover, many corporations are learning that it is good business to do good. In this case-based course we will examine various specific ethical dilemmas in the conduct of domestic and international business. We will discuss the structure of the corporation and the various contemporary ethical issues it presents. Finally we shall discuss the best practices of many leading companies to conduct their business in a socially responsible way.
Units: 45.00
Hours: 45.00
International Law
Course Number: LAWS040
This course introduces students to the overall concepts, principles, customs, and rules that govern the behaviours, relationships, and interdependence between nations, international organizations, and corporations.
Units: 45.00
Hours: 45.00
Marketing Applied Projects I
Course Number: MKTG015
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
Marketing Applied Projects II
Course Number: MKTG016
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
Marketing Applied Projects III
Course Number: MKTG040
Knowledge of the various marketing tools is essential to understand the efforts of the marketing team. However to use the tools requires a disciplined ability to analyse basic data, isolate and understand issues and then strategically address them. This course is designed to use your marketing background knowledge to take the next step into strategic market planning. Working together with a selected industry partner and faculty mentor, the learner will analyse, plan and execute appropriate marketing programs on behalf of the partner and report results.
Units: 45.00
Hours: 45.00
Training and Development
Course Number: MGMT018
This course is based on the premise that people are the most valuable resource of the organization. One of the mandates of the Human Resources Department is to develop and administer policies, practices and procedures will provide for the effective training and development of employees to ensure that the organization achieves its goals and objectives and that employees fulfill their maximum career potential. This course will provide participants with skills in the areas of assessing staff training needs, designing and administering staff training and development programs, as well as evaluating the effectiveness of such programs. Note: This course has been approved by the Human Resources Professionals Association (HRPA) as a credit in the Canadian Council of Human Resources Associations' (CCHRA's) national certification program. To qualify to write the National Knowledge Exam, it is necessary to attain an overall average of 70 percent in the nine subjects covered, with no grade of less than 65 percent. Note: Prior to enrolment in this course, it is recommended that participants have attained the learning outcomes of Human Resources Administration (MGMT 7) or Human Resources Administration for Human Resources Specialists (MGMT 4) and Communications - Report Writing (COMM 6).
Units: 45.00
Hours: 45.00