Honours Bachelor of Commerce – Marketing (BMRK)

PGWP-eligible Program

Campus

Newnham

Delivery

Hybrid

Duration

8 Semesters (4 Years)

Study Option

Full-time

Credential

Honours Bachelor Degree

School

Seneca Business

Important: This program is unavailable. Explore Related Programs for more options.

Courses

Delivery: At Seneca, courses are delivered in four formats: online, in-person, hybrid (an online, in-person combination) or flexible (offered in-person and online at the same time).

The chart below outlines the delivery options available for each course in this program. For some academic terms, there may be more than one delivery option available. You’ll be able to choose your preferred options when you select classes to build your course schedule. Selection for preferred course delivery will be considered on a first come, first served basis.

International students: The impact of studying from outside of Canada and Post-Graduation Work Permit (PGWP) eligibility differs significantly based on when you start your program. Please review the PGWP eligibility before choosing your program and course delivery.

Semester 1

Course Code	Course Name	Winter	Summer	Fall
BAB100	Introduction to Canadian Business	Flexible	Not offered	Flexible
	Introduction to Canadian Business introduces learners to the Canadian business environment, business issues, and functions and forces at work in the global economy. Learners will gain an understanding of Canadian business firms as integrated organizations composed of a number of specialized functions.
BAB110	Financial Mathematics	Flexible	Not offered	Flexible
	This course focuses on the practice of mathematical skills commonly used in business and the financial community.Learners will have opportunities to use real world examples such as annual reports and stock market tables to interpret and evaluate the information. The evaluation of investment opportunities such as assets valuation, business expansion and investment in financial markets are covered.
BAB140	Introduction to Financial Accounting	Flexible	Not offered	Flexible
	This course prepares the learner to apply basic accounting principles in the preparation of financial statements for external reporting. Students will become skilled in the bookkeeping process which leads to the preparation of the financial statements. Through the use of case studies, group discussions and seminars, learners increase their ability to analyze, interpret, and communicate financial information. Emphasis will be placed on ethical issues related to the accounting process. Topics include the accounting model, transaction analysis and accounting information processing as well as liquid assets, inventories, capital assets, liabilities and shareholders equity.
BAB235	Introduction to Marketing	Flexible	Not offered	Flexible
	This introduction to Marketing course emphasizes that marketing is an approach in business that stresses putting the customer at the center of its activities and focuses on satisfying customer needs and wants. Learners will locate and analyze markets, match products and examine the controllable elements of the marketing mix. Practical decisions that a manager utilizes in daily work interactions are a major focus of this course.
ENG106	Writing Strategies	Online In-person	Not offered	Hybrid Online In-person
	This course focuses on critical thinking and the rhetorical elements of both persuasive and evaluative forms of writing. Students will learn to differentiate between shades of fact and opinion, objectivity and bias, and apply the techniques of sound argument for a variety of purposes. The main elements of effective communication and research techniques are also examined. Techniques explored and skills developed in this course are applied throughout the four years of the program.

Semester 2

Course Code	Course Name	Winter	Summer	Fall
BAB120	Computer Applications for Business I	Flexible	Flexible	Not offered
	Focusing on computer concepts and applications for the end-user, this course gives an overview of computer applications for the business environment. Software applications will include word processing, and spreadsheet applications and presentation graphics.
BAB240	Management Accounting	Flexible	Flexible	Not offered
	In this course, students examine the fundamental concepts of management accounting including cost control, planning, decision making and performance evaluation utilized by users internal to the corporate organization. Specific items include standard costing, variance analysis, cost behaviours, budgeting, and break even analysis, make or buy decisions, return on investment and discounted cash flow for capital budgeting. The introduction of management accounting is applied to the analysis, interpretation and application to business including human resource decision making. Pre-requisite: BAB140
ENG205	Applied Communication for Business and Industry	Online	Flexible	Not offered
	This course focuses on the knowledge and skills required for writing pertinent business correspondence and business or technical proposals and reports, as appropriate to the program of study. Examples from the specific field of study will be evaluated for their effectiveness, and students will learn to write abstracts and executive summaries. Common software packages (Word, Excel, PowerPoint) are utilized to communicate material in a variety of print formats. Effective use of e-mail within an e-learning system is examined and incorporated throughout the course. Students will participate in individual and group presentations for a variety of purposes and audiences.
HST330	Business Finance	Flexible	Flexible	Not offered
	The purpose of this course is to provide students with an understanding of the principles governing the functioning of capital markets and the theories, concepts and principles used by companies to engage in financial analysis and decision making. Students analyze how organizations allocate scarce resources to projects, how assets are valued, the factors of risk management and capital budgeting. Emphasis is placed on the term structure of interest rates, the time value of money and discounted cash flow valuation which are applied in assessing a firms capital structure, capital expenditures and working capital management. Ethical considerations and fiduciary responsibility as they relate to financial management are also examined.
HST430	Organizational Behaviour	Flexible	Flexible	Not offered
	This course is an examination of the contemporary Canadian business environment, organization, motivation and leadership processes that influence the behaviour of individuals and groups. Increased global competition, technological change and rising expectations of both employees and employers have underlined the need for a comprehensive analysis of organizational behaviour.

Semester 3

Course Code	Course Name	Winter	Summer	Fall
BAB210	Business Statistics	TBD	TBD	Not offered
	This subject introduces the learner to statistical methods of collection, analysis, and presentation of quantitative data. Through the process of applying statistical methods, the ability to interpret quantitative data used for making generalizations, projections and decisions under uncertain conditions is developed. Emphasis will be on the use of both descriptive and inferential statistical techniques within the workplace. Learners will utilize spreadsheet software to present and analyze data.
BAB231	Introduction to Business Law	Not offered	Not offered	Flexible
	This course is an introductory survey of the legal issues that frequently arise in a business setting with emphasis on the financial services industry, human resources, and accounting and other professional services. Topics covered may include: the structure and process of Canadian legal and court systems, contracts,the law of torts (particularly negligence and professional responsibility), forms of business organization, agency, professional services, property law (personal, real, and intellectual), banking, the legal aspects of credit, and employment law. The purpose of the course is to enhance the students decision-making ability with respect to various business transactions, to aid in the legal planning related to business and to help identify, manage and control legal issues that arrise in a business setting having regard to ethical considerations.
HST400	Operations Management	Not offered	Not offered	Flexible
	This course provides a foundation in operations management with an emphasis on the organizational and management principles that impact on the flow of product through a corporation. Students will gain an understanding of strategies, plant organization and location, capacity (people and equipment) planning, forecasting, purchasing, production planning and quality management as they are integrated into corporate operations to achieve mission statement success. The business skills acquired by students will enable them to understand the role of Human Resources in an operations management context, as well as the role of manufacturing and supply chain management technology to conduct business functions thereby enabling graduates to undertake the complex and global requirements of Human Resources as a strategic partner.
LSP240	Micro Economics - Theory and Practice	Flexible	Not offered	Flexible
	This subject explains how prices are determined and resources allocated under different market forms, and diverse economic environments. It focuses on actual economic problems, and develops the theoretical structure to analyze these problems. Careful consideration is given to "soft" factors such as culture, economical legislation and trade regulation, which influence decision-making.
LSP400	Presentation Skills	Online In-person	Not offered	Online In-person
	This subject prepares students to make professional oral presentations to diverse audiences in a variety of settings. The fundamentals of public speaking and speech writing are covered, as well as the production and use of presentational aids. Students will be in introduced to Microsoft PowerPoint and Adobe Photoshop. They will familiarize themselves with presentation techniques using both PowerPoint and Photoshops raster based imaging manipulation and other Presentation aids. Pre-requisite: ENG205 or its equivalent

Semester 4

Course Code	Course Name	Winter	Summer	Fall
BAB310	Quantitative Decision Making	Online	Not offered	Not offered
	This course builds on Business Statistics. BAB210. Students will complete hypothesis tests for two populations, apply the multiple regression model, compute posterior probabilities, and use other advanced statistical techniques to make management decisions. Learners will utilize software to present and analyze data.
BMT540	Business to Business Marketing	Online	Not offered	Not offered
	An increasing number of sales and marketing professionals work in business-to-business (B2B) transactions. B2B marketing differs from consumer marketing in that it is driven by buyer-seller relationships and involves complex decision-making and multiple decision makers. Students will learn the special aspects of B2B marketing approaches and decision-making while understanding how to apply the marketing principles that enable effective and efficient product and services marketing to other companies, government bodies and institutions. B2B marketing is the most important part of a business and the driving force of any economy; it has and will continue to gain importance in the future. Major topics to be covered include: business environment and market needs analysis; organizational buying behavior; business development planning and value creation; market segmentation; marketing strategies for industrial and institutional customers; channel relationships; and promotional and sales strategies. Case studies will be utilized to expose students to a wide range of topics allowing a practical illustration and application of the principles taught.
BMT545	Effective Selling	Flexible	Not offered	Not offered
	This course provides the background, concepts and skills of the professional salesperson in age of information and communications technology, trust and relationships. It focuses on current sales, commerce, and sales promotion, business issues and topics and on the relationship of sales to marketing, relationship marketing, the sales cycle, sales promotions and the impact of technology enables sales practices (e.g., e-commerce) and value proposition. The course takes a theoretical, industry and applied approach to the class.
BMT646	Customer Service	Flexible	Not offered	Not offered
	This course introduces the concept of customer service. Students will develop the strategic, communication and interpersonal skills required to effectively build, manage and maintain strong customer relationships in business. The main focus of this course is to assist learners in developing strategies for successfully forming sales and service relationships that fulfil the expectations of both the business and the client. Strategy development includes linking to corporate strategy, organizational structure, information networks, supply chain and customer front-end. It also entails developing excellent communication, conflict resolution and problem-solving skills.
COM290	Visual Communication	Online	Not offered	Online
	This course is an introduction to the basic principles and theories of visual design. In this course, emphasis will be on the social and visual semiotic theories, the key elements and principles of design including emotional and intellectual reaction to colour, form, imagery, language, image combination, and context, and typography. Students will study of the works of various theorists and practitioners, to enhance their knowledge of the design elements used to build integrated communication materials. They will combine this acquired knowledge of form and colour in the graphic arts with analysis of target audiences.
LSP340	Macroeconomics - Theory and Practice	Flexible	Not offered	Not offered
	This subject concentrates initially on the definition and measurement of the principal aggregate economic indicators such as Gross Domestic Product, unemployment and inflation. It then explains how the level of economic activity, prices, interest rates and the value of the Canadian dollar are determined, under different internal and external environments, and alternative government policies. A basic open-economy model is constructed, and the impact of alternative fiscal, monetary and trade policies on macro economic variables are analyzed and appraised.

Semester 5

Course Code	Course Name	Winter	Summer	Fall
MRT285	Applications for Market Intelligence	Not offered	Not offered	Online
MRT287	Marketing Research I	Not offered	Not offered	Flexible
MRT295	Marketing Planning and Strategy	Not offered	Not offered	Online
OPT395	Operations Management II	Not offered	Not offered	Flexible
plus: Liberal Studies Course (1)

Semester 6

Course Code	Course Name	Winter	Summer	Fall
MRT296	Integrated Marketing Communications	Flexible	Not offered	Not offered
	In this course students explore the fundamentals of Integrated Marketing Communication (IMC). The emphasis is placed on examining the strategy of marketing communication and the effective use of advertising, public relations, integrated promotion, consumer marketing, and experiential and interactive communication strategies. Students design a comprehensive and fully integrated marketing communications plan upon completion of this course.
MRT297	Predictive Analytics for Marketing	Online	Not offered	Not offered
	This course provides a comprehensive review of common predictive analytic techniques as they relate to marketing. Students explore techniques presented under three main categories of predictive analytics: time series, regression and machine learning. The examination of these techniques will support making marketing forecasts, performing diagnostics, building predictive models, and using machine-learning techniques to profitably impact the customer journey. The emphasis of this course is on application rather than theoretical foundations of the techniques.
MRT386	Consumer Behaviour	Flexible	Not offered	Not offered
	In this course, students study individual and group behavioural theories as they relate to marketing strategies. Students are introduced to sociological, psychological, and organizational behaviour theory, and apply them to marketing, advertising, and sales. Consumerism and social criticisms commonly made against marketing practitioners are discussed.
MRT398	Direct and Interactive Marketing	Flexible	Not offered	Not offered
	This course covers the conventional elements of direct and interactive marketing management, including list management, fulfillment, creative strategy and execution, testing and calculating the expected profitability of the direct marketing campaign. Students are introduced to different forms of direct response activities with an emphasis on the enabling effect of technology.
WTP200	Work Term Preparation	Online	Not offered	Not offered
	This Work Term Preparation course is designed to empower students with the tools, skills, and strategies needed to navigate the modern job market and achieve long-term career success. Through self-assessment, career exploration, helping students to identify and leverage skills from their existing experiences, students will develop a deep understanding of their personal strengths, values, personality, interests and goals. The course covers essential topics such as crafting professional résumés and cover letters, mastering interview techniques, and building a strong personal brand, including an online presence. Students will learn how to research career pathways, evaluate job market trends, and create actionable career plans tailored to their aspirations. Emphasis is placed on professional communication, networking, workplace readiness, and adapting to diverse organizational cultures. Additionally, the course provides insights into negotiating job offers, managing career transitions, and professional growth. With a focus on lifelong learning and continuous improvement, this course equips students with the confidence and resources to pursue fulfilling careers while remaining adaptable in a dynamic and competitive workforce. Ideal for students preparing to enter the job market or those seeking to refine their career trajectory, this course fosters self-awareness, professional readiness, and strategic career planning.
plus: Liberal Studies Course (1)

Work-Integrated Learning Term

Course Code	Course Name	Winter	Summer	Fall
BMR881	Marketing, Work Term	Not offered	Hybrid Online In-person	Not offered

Semester 7

Course Code	Course Name	Winter	Summer	Fall
MRT387	Marketing Analytics	Not offered	Not offered	Flexible
MRT481	Data Mining for Direct Marketing	Not offered	Not offered	Online
MRT487	Marketing Research II	Not offered	Not offered	Flexible
MRT492	Brand Management	Not offered	Not offered	Online
plus: Liberal Studies Course (1)

Semester 8

Course Code	Course Name	Winter	Summer	Fall
BMT850	Strategic Management	Flexible	Not offered	Not offered
	Students will have an opportunity to develop the conceptual and analytical skills necessary to assess and develop business strategies. Such strategies contribute toward competitive advantage and ongoing business viability and strength. Through the analysis of business cases, students will study the formulation of effective strategies and their implementation. They will learn how to evaluate the success of strategic decision making and how to revise strategies in light of changing business conditions.
BMT855	Leadership for Managers	Online	Not offered	Not offered
	In this course, three themes of leadership will be explored: the personal side of leadership, the evolution of leadership theory, and the social side of leadership. For each, a variety of experiential learning techniques including personal reflection, simulations, and problem-solving will engage the students as theory is introduced. Students will develop personal effectiveness skills that will assist them in their group and leadership roles.
MRT491	Marketing Research Capstone	Flexible	Not offered	Not offered
	The course is the students? opportunity to execute a professional research study in their area of specialization. Students exercise their professionalism and applied research skills to facilitate a sound business decision on a problem/opportunity in a real client business context. In this course, students apply their consultative, project management and client service knowledge as they work in teams on a marketing problem. They prepare a professional research report and present findings and recommendations to a selected audience.
MRT493	Social Media Intelligence and Web Analytics	Online	Not offered	Not offered
	This course examines social media analytics as the derivation of consumer insights from social commentary. Students apply a variety of techniques and strategies for monitoring user behaviour on social media applications, with an emphasis on applying the analytical concepts and tools of marketing to decisions about segmentation and targeting, branding, pricing, distribution, and promotion. Students experience hands-on application of how to manage multi-ad online campaigns for pay-per-click programs to support social media campaigns.
plus: Liberal Studies Course (1)

Program Learning Outcomes

Learn more about program learning outcomes for this program.

Archived Program & Course Information

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Seneca has been granted consent by the Minister of Colleges, Universities, Research Excellence and Security to offer this degree for a seven-year term starting Feb. 8, 2023. In conformity with the Minister's criteria and requirements, Seneca will submit an application for the renewal of the consent for this program 12 months prior to the expiration of the consent. Seneca shall ensure that all students admitted to the above-named program during the period of consent will have the opportunity to complete the program within a reasonable time frame.