Marketing (MKTG)

BComm Concentrations

The bridge across is better known as Marketing. The process of turning your ideas into products, finding the right price for the product, getting it to the market, and communicating your product's benefits to your customers – that is Marketing.

At its core, marketing is about giving the customer what they are looking for. Not only do you have to know your consumer to find out exactly what it is they are looking for, you also have to find ways to create something of value for your customer that will keep them coming back in the future.

Marketing is about turning your brilliant ideas into reality. And the reality is that there is much to know about consumer behaviour, marketing research, new product development, distribution, pricing, and integrated marketing communications. Only when you understand where these pieces fit, will you know how to get your idea across to the market.

The goal of our marketing curriculum is to provide you with the tools to help bridge the gap from idea to reality. The foundations for the bridge are created in the introductory Marketing course (MKTG 317), which will cover the basic concepts needed to become a marketer. With this foundation built, you can then develop specific skills in Marketing, with numerous options available; including International Marketing, Retail Management, Marketing Communications, Sports Marketing, Marketing Planning, Consumer Behaviour, Business to Business Marketing, and many more. As a Haskayne Marketing major, you will develop analytical skills, learn how to conduct research and implement strategy. This skill set will prepare you for not only the job market but also the ability to market yourself to potential employers.

Students declaring a Concentration must take a required six courses. Please refer to the University of Calgary Calendar for a description of these courses and their prerequisites.

Market Research Analyst

  • Interact with clients from varying industries, and determine the scale of scope of research projects.
  • Analyze surveys, focus group transcripts and other data; in order to create reports making recommendations to clients.
  • Investigate the true drivers of marketing issues in firms such customer service, brand awareness, and service quality.

Brand Manager

  • Plan, develop and direct the marketing efforts for a particular product line or brand.
  • Coordinate working groups to deal with issues surrounding packaging, research and promotion.
  • Design and create public relations and media campaigns.
  • Present new product ideas to internal and external stakeholders.
  • Account representative
  • Business analyst
  • Category development account manager Public relations coordinator
  • Market analyst
  • Marketing consultant

Alliances in Marketing (AIM)
AIM is a student organization that exists to promote relationships between students, faculty, and the marketing community. AIM also provides members with opportunities to learn more about the many facets of marketing.

  • Marc Boivin, Area Chair - MKTG, Senior Instructor | (403) 220-7820
  • Leslie Holmes, Area Administrator | SH487A | (403) 220-3998