- January 10, 2023
- September 05, 2023
- Any-time Online
- In Class
- Real-time Online
Tuition & Fees
International: CAD $33,677
Estimated Book Costs: CAD $2,200
We are no longer accepting applications for International learners for the January 2023 intake.
Embrace an exciting career as a marketing professional by learning the creative and technical skills needed for the production and management of marketing and communication content. This major focuses on the evolving digital space where learners use a variety of digital and social media tools, analyze data, create and implement marketing strategies, coordinate and maintain projects, create cohesive and compelling brand messages, and develop skills in client relationship management. Graduates develop an integrated marketing and communications approach that effectively plans, implements, monitors, and evaluates an organization’s brand and promotional activities.
Watch this video to learn more about working in the integrated marketing communications field.
This is a two-year (four term) diploma program. A standard course load is five courses per term. Students can maintain full time status with at least three courses. Taking less than five courses per term will take longer to complete the program.
The Business Administration diploma program consists of core business courses and major specific courses. Core courses are available both in class and online. Most major courses are available in class and/or online.
Co-operative Education Program (Optional)
Bow Valley College will be suspending the Co-op portion of the Business Administration Program. This will be effective for students beginning their studies Fall 2021.
The program will provide other opportunities for students to apply their knowledge and develop skills that will benefit them in the workplace. Information about new opportunities will be shared after you begin your program.
- Credit in English Language Arts 30-1 or minimum 65% in English Language Arts 30-2 or equivalent
- Credit in Math 30-1 or Math 30-2 or equivalent
Successful completion of the General Educational Development (GED) test that consists of five tests with a minimum score in the following sections:
- Interpreting Literature and Art: 520 minimum standard score
- Writing Skills: 520 minimum standard score
- Math Test: 520 minimum score
- Satisfactory results on the Bow Valley College Admissions Test
- Completion of 30 credits from a recognized business program (departmental approval required)
English language proficiency requirements
For applicants whose first language is not English, please review English language proficiency requirements.
Transfer opportunities are available to a variety of institutions. Transfer credits are reviewed and accepted on an individual basis by the institution to which you apply. See our most current transfer agreements here.
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Training Related Employment Rate
Based on 2019-2020 domestic and international students who self-reported finding employment or training-related employment within 6-12 months after graduating.
"The Chiu School of Business provides relevant business expertise in a supportive environment which effectively sets students up for success. By honing not just our knowledge and hard skills, but also our confidence, personality, and people skills, it encourages student excellence and personal growth."
Full course outlines are available here.
Curriculum subject to change.
In the business environment, accounting and financial information are essential for internal and external decision-making. Therefore, understanding the basics of accounting and financial statements are important for every business graduate. This course provides an introduction to the fundamental principles and concepts of accounting with an emphasis on decision-makers' objectives and use of financial information. Key concepts explored include accounting principles and standards, the complete accounting cycle, recording and reporting business transactions, and preparing and analyzing financial statements.
Learners are recommended to complete the Business Math Skills Self-Assessment (https://bowvalleycollege.ca/schools/chiu-school-of-business/MSA) prior to taking this course.
Note: Learners with prior credit in ACCT1101 and ACCT1102 cannot take ACCT1103.
The central theme of the course focuses on the relationship between thinking, human behaviour, and organizational effectiveness. Opportunity is provided for learners to experience incidental learning as they evaluate their own behaviour. Learners explore how concepts and ideas pertaining to human behaviour can transform self, relationships, and the workplace.
The focus of this course is on the importance of aligning human resources practices with organizational strategies and employment acts. Learners identify and discuss trends in workplace health and safety. Additionally, the role that the human resources functional processes, practices and programs have in creating an engaged workforce is developed and reflected on.
This course introduces learners to the multifaceted roles of managers within an organization through theory and practical application. While analyzing and critically reflecting on the functions of management, learners have the opportunity to connect key concepts with their own professional practice. Topics such as strategic planning, organizational structure and design, leadership, motivation, controls, and team dynamics are examined.
Introduction to organizations and sustainability articulates a management approach to integrating economic, ethical, and environmental responsibilities into all aspects of organizations working to benefit society. Learners examine ethics of business and constructs of morally appropriate behavior concerning decision-making and businesses' relationship with the community. Concepts and practical approaches are used to discuss and integrate sustainability criteria with business requirements, including performance management and evolving strategies as business needs change.
Confident business communication requires learners to explore the changing landscape of digital media, while developing writing skills and techniques to compose competent, professional communications. In this course, learners explore research tools to aid in effective oral presentations and strengthen interpersonal skills to be an effective communicator in the Canadian workplace.
The allocation of scarce resources in the face of unlimited wants and needs is at the core of economics. This course introduces the fundamentals of microeconomics and creates the foundation for economic analysis and thinking. The course starts with the study of individual choice and opportunity cost, then proceeds to introduce supply and demand and the market adjustments leading to equilibrium, and addresses the use of market price and the sources of market failure. It transitions to consumer behaviour focusing on how consumers make decisions, while creating a framework to understand how firms optimize production under different market structures. The course concludes with the application of microeconomic theory to more advanced topics such as international trade, marginal analysis and the trade-off between equity and efficiency.
Learners are recommended to complete the Business Math Skills Self-Assessment (https://bowvalleycollege.ca/schools/chiu-school-of-business/MSA) prior to taking this course.
A basic understanding of key elements of the law is an essential factor in successful business management. Learners apply legal fundamentals useful in today's fast-paced, rapidly changing business environment.
Learners critically evaluate day-to-day economic subjects in a personal and business context. Throughout the course the economy is examined at the aggregate level with an emphasis on the determination and measurement of national income in the short and long run. The role of households, businesses, government, financial intermediaries and the international sector in influencing national income is examined. Learners analyze business cycles, money and banking, inflation, unemployment, exchange rates, and fiscal and monetary policies.
Learners are introduced to concepts aimed at providing a solid foundation of marketing principles and the role marketing plays in business. Emphasizing a holistic approach, learners have the opportunity to analyze and apply the marketing mix. Key concepts include product, price, placement, and promotion (4Ps), the Integrated Marketing Communications Mix (IMC), market research, and consumer behaviour.
Integrated Marketing Communications Major Courses
This course covers the fundamentals of business strategy theory and application of the frameworks. Learners integrate the knowledge gained in previous business courses and demonstrate how the various pieces of the business puzzle fit together. Learners explore why the different parts of an organization need to be managed in strategic harmony to meet its goals within its competitive environment. A pragmatic approach to developing a strategic analysis skill set is followed. Learners work in multi-disciplinary teams from across the business majors to focus on building long-term strategies for organizations.
This course explores the sales process from business concept to post sales follow-up with an emphasis on trust-based relationship selling and developing a loyal customer base. Learners are provided an opportunity to develop key skills to execute on the entire sales cycle.
Pre-requisites: MKTG1101, MGMT1201
Anti-requisites: FNSR2501, MKTG2201 & MKTG2202
The focus of integrated marketing communications is making sure that an organization's brand identity and messages are consistent and credible across all communication channels. This approach creates a competitive edge for an organization and improves brand loyalty. For consumers and stakeholders, this continuity creates a seamless journey across the different components of the marketing mix and the many communication channels. Learners explore the various promotional approaches including advertising, direct marketing, interactive communication, sales promotion, and public relations.
This course builds on the applications and skills learned in MKTG1101 Introduction to Marketing. Learners further expand on the various aspects in marketing including consumer behaviour, strategic marketing plans, market analysis, and marketing models. Students will apply this knowledge to establish a competitive positioning, branding and marketing strategy in diverse markets.
Digital media has changed how customers search, buy, and interact with organizations. This course focuses on aligning an organization's digital marketing strategies and tactics to deliver timely content and experiences tailored to the digital-savvy customer. Learners explore the evolving digital landscape and channel strategies to build an effective digital presence.
The ability to write engaging, quality content is a critical skill for the integrated marketing communications professional. Learners research audience needs to develop compelling, targeted content to increase brand awareness and build relationships with audiences. By applying best practices, learners focus on writing clear, concise, and relevant content for various digital and traditional mediums. Learners use the writing process and constructive feedback to evaluate their own writing, as well as their peers.
In this course, learners apply marketing principles using various digital analytic platforms to address data-driven organizational contexts. Learners analyze sample data sets to draw correlations between consumer behaviour, media, and campaign strategies as the basis for the formal presentation of performance and metrics. These activities lead to the evaluation of types of engagement through the customer lifecycle and how those engagements evolve to address changing consumer behaviour.
Websites and website design are important in the field of digital marketing. This course introduces the principles of website design and focuses on usability and design aesthetics. Learners explore trends in web publication and incorporate design considerations like iconography, work-flow, graphics, menus, and layout into the production of websites that address business needs.
The "image" in interactive design, interface building, and web publishing is central to digital production. This course covers key tools, filters, and layers in the creation and manipulation of images, building foundational skills in the use of creative production software. A combination of photography, typography, drawing, computer graphics, brainstorming techniques, and production methods are addressed, as well as interactive design. Learners explore techniques combining photographic and illustrative material using imaging software to produce digital based visuals, collages, and conceptual mock-ups with both bitmap and vector elements.
Choose one of the following courses (MGMT1302 is recommended):
This course is aimed at providing a hands-on learning experience with a Windows operating system and computer applications (Microsoft Office: Word, Excel, Outlook, and PowerPoint) used in a business environment. Learners will develop skills and gain experience to create business documents, navigate, consolidate, and analyze data across multiple worksheets, manage professional communications, and create electronic presentations.
The rapid pace of globalization has resulted in significant worldwide impact. This course explores the impacts facing sustainable development beyond the limited breadth of economical, ecological, or societal, in an attempt to create a balance between people, planet, and profit.
This course explores both the creation of an entrepreneurial venture as well as the development of an innovative, entrepreneurial and team approach to business. Learners are challenged to develop an entrepreneurial mindset through engagement in a process that includes identifying entrepreneurial opportunities, testing business model attribute hypotheses, and presenting an entrepreneurial opportunity. Working through this process builds awareness of the experiences an entrepreneur will have in practice.
This course prepares learners for employment opportunities by developing marketing tools and skills for interviews.
Prerequisite: Completion of 15 program credits
Learners who secure a Co-op position, will be enrolled in this four-month paid work-term course. The course provides an opportunity for hands-on practice in a variety of positions, depending on the qualifications of the learner and the Business Administration major. Learners, Hosts and career advisors maintain open communication throughout the work-term.
Today's companies seek employees with excellent communication and interpersonal skills. The evolution of the modern workplace, increasing competition, and rising consumer demands has forced employers to seek out motivated candidates with critical thinking and decision-making capabilities who also possess leadership potential.
If you have prior work experience or have taken courses comparable to those required under this program at another institution, you may be eligible for Prior Learning Assessment (PLA) or transfer credit.
All requests must be submitted prior to the start of the program.
The Business Administration Diploma typically takes two years or four terms to complete. This may take longer if the student takes less than five courses per term.
Though optional and not a requirement to graduate, learners are encouraged to apply for Coop Work Experience, as it directly bridges classroom study with the skills needed in the workplace. Co-op offers students relevant experience to boost employment opportunities, develop professional skills and experience, network with employers, and earn money for one term through an assisted job search.
The Co-op Work Term process aligns with the competitive nature of job search. To be accepted into the Co-op Program, applicants must meet all eligibility criteria and follow the application process. Candidates are responsible and demonstrate a high level of professional and program expectations. Not all students accepted into the Co-op Program are guaranteed a Co-op Work Term position.
Applications for Co-op Work Experience are accepted by Career Services. Students can complete a Coop term (4 months, full-time employment) following the successful completion of 30 or more program credits prior to their first Co-op Work Term.
It is important to note that both COOP9998 and prerequisite ADMN9998 are non-credit courses and therefore not covered by student loans; students are encouraged to budget accordingly.
Click here to find out more including wage and salary information.
Planning your course schedule according to availability and prerequisites requires some consideration.
Once you are a registered student in a program at the Chiu School of Business, our Academic Advising Team can also assist you with planning.
If you are taking an online course, you should make sure your computer has the following applications:
- Reliable internet access – DSL or cable connections are highly recommended.
- We recommend Windows 7 or 10 (preferred) or Mac OS software; Microsoft Office 2013 (minimum); Adobe Acrobat Reader; and a media player such as Adobe Flash Player, QuickTime, or Windows Media Player.
- Some courses might require additional software or applications packages. You will be given this information before starting the course.
- We recommend Mozilla Firefox, Google Chrome, and Safari as browsers. D2L does not work well with Internet Explorer.
The approximate cost of textbooks and other supplies is estimated at $750 per term.
Business Administration Diploma - Digital Marketing Major
This program is not accepting new applications.