Marketing Professor Leighann Neilson was recognized with a 2011 Capital Educators’ Award for excellence in teaching. Click image to read full story.

Marketing is a comprehensive area of business that includes everything from advertising to consumer behaviour to e-commerce, new product development and more!

Marketing also plays a key role in gathering and communicating information – whether it’s informing the public about key issues or promoting the latest technologies or engaging in market research to better understand what customers want and why. Successful marketing for any organization (whether they are public, private or non-profit) is based on solid research fundamentals and understanding of your target market(s). Successful marketers understand trends in the marketplace and how it all relates to their business. Improving information gathering and analysis as well as marketplace communication will ultimately increase company success and lead to more satisfied customers.

Real-world learning is emphasized in Sprott’s marketing courses. You’ll have opportunities to work with real clients on real marketing assignments.  Taking part in co-op offers additional opportunities to gain first-hand experience and build your resume while completing your degree.

By successfully completing Sprott’s Bachelor of Commerce with a concentration in marketing you will have the critical thinking, analytical and creative skills required to be effective and responsible marketers!

Students also have the option of studying abroad for up to one year at one of Carleton University’s 84 partner institutions located in 29 countries around the world.

Course Highlights

BUSI 3204 Marketing: New Tools and Approaches

Introduction and assessment of key new marketing tools and approaches, including internet marketing, relationship marketing, direct marketing; effective adoption and implementation of these tools and approaches across industries and organizations.

BUSI 3205 Marketing Communications

Promotion as communication process and marketing tool. Integrating advertising, direct/digital marketing, interactive media, sales promotion, public relations, personal selling through strategic planning (research, budgeting, organizing, creative and media strategy), execution, and campaign evaluation. Regulatory, ethical, social issues considerations.

BUSI 4206 Consumer Behaviour

Traditional socio-psychological theories of consumer behaviour. Current literature and the fundamental theories and concepts from various disciplines. Motivation, personality, perception, learning, communication of innovations, attitude theory, role theory, lifestyle analysis, consumerism.

BUSI 4208 Marketing Management

In depth analysis and applications of the managerial aspects of marketing. Marketing strategy development and implementation theory and practice.

Curious about your timetable?

Check out our BCom Marketing Course Map

Hands-On Projects


Students in Allison Burnett’s third year marketing course on new tools and approaches (BUSI 3204) joined Marc Smith of Vancouver-based Amuse Consulting in his social media movement to make the world a happier place. The class claimed “Day 20″ of Smith’s #30DaysofKindness campaign, which coincided with the last class of the course.  Read more…

Chance Project

A team of five undergraduate students in Anahit Armenakyan’s New Tools and Approaches in Marketing (BUSI 3204) class  put their marketing skills to practice for a term projectwhere students were required to create a viral marketing campaign for an organization. Whatever tools the group decided to implement, there had to be a hook to make the viewer want to click, share or like it using various social media channels. Read more…

Outside the Classroom

Sprott Marketing Students Association

SMSA offers students interested in marketing with opportunities to connect and network with professionals and explore the marketing industry through attending conferences, case competitions and career panels.


Career Opportunities

  • Marketing Consultant
  • Web Marketing Coordinator
  • Social Media Coordinator
  • Account Manager
  • Category Implementation Specialist
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