Bachelor of Business Administration: Marketing Management


Marketing emphasizes competitive advantages of for-profit and not-for-profit organizations and examines the inter-relationships that exist among their customers or members, the competition, and internal resources. A key part of marketing consists of gaining insights into customer needs and then developing effective marketing strategies to serve those needs.

The Bachelor of Business Administration (BBA) in Marketing Management program provides full-time and part-time intensive study for students wishing to earn a business degree.

The BBA in Marketing Management degree produces graduates who bring contemporary applied marketing skills and sound business management acumen to their organizations, helping them to succeed in a dynamic global economy. The program includes intensive applied business training with an emphasis on marketing management, as well as new and emerging media and marketing analytics. The practical learning outcomes are grounded in curriculum that is accountable, global, team-based and uses contemporary quantitative and qualitative tools. Course content is industry driven and was developed in consultation with industry experts to ensure KPU BBA Marketing Management graduates are ready to work. This degree is an appropriate goal for individuals who aspire to acquire leadership positions in the marketing profession.

Many degree classes are scheduled after 4:00 p.m. and in the evenings, to allow students to further their education while maintaining current employment. Students may apply to start the program in the summer semester but should note that course offerings may be limited. They are advised to consult a business degree advisor for course planning assistance.

Graduates acquire the following:

  • Skills necessary to conduct business activities using contemporary social media applications.
  • Ability to analyze quantitative and qualitative information using contemporary web tools to facilitate informed marketing decision making strategies.
  • Critical thinking and problem-solving skills by assessing and interpreting source materials, evaluating arguments, examining and applying both case-based and real-world business based projects, as consulting teams in the development of business and marketing plan solutions.
  • Skills to manage communication initiatives to create and implement marketing plans that achieve organizational goals.
  • Professional and persuasive communications skills through a variety of media (traditional, emerging, and technology driven).
  • Skills required to develop creative media objectives, strategies and tactics to reach key target markets across all media and communication options and platforms.
  • An understanding of the entire organization, and the important role of corporate citizenship.
  • Collaboration skills with all functional areas of an  organization (accounting, human resources, operations, production, marketing, sales etc.).
  • Skills necessary to work effectively in teams, assuming roles of leader and follower, as appropriate.
  • A better understanding of human society and how to contribute to it through liberal education studies.
  • Quantitative business skills.

Some unique features of this program are:

  • A degree capstone project for a real client organization, which allows students to translate their learning into one cohesive project that encompasses the integration of knowledge acquired throughout the degree.
  • Learning partnerships with business, applied projects and assignments, and ongoing work experience.
  • Entry points that allow for the transfer of credits from recognized post-secondary programs.
  • Exit/re-entry flexibility, where a student can complete the program at their own pace. This allows for changing outside-of-school time requirements and does not lock a student into a rigid program structure and timeframe.
  • Professional development for individuals seeking higher level training.

Many of the courses included in this program are articulated with other universities and colleges for ease of course transferability to and from KPU.  Please refer to the BC Transfer Guide at regarding the transferability of courses to and from specific institutions in British Columbia.

Student Profile

The BBA Marketing Management Degree is well-suited for:

  • High school graduates who wish to pursue a Bachelor of Business Administration degree in Marketing
  • Business students from disciplines such as Accounting, Business Management, Economics, Computer Sciences and Information Systems, who wish to continue their studies by expanding the depth and breadth of their knowledge, skills, and practical marketing experience
  • Current Kwantlen Polytechnic University students who have completed courses in a different discipline (i.e. Arts, Science, Horticulture, Graphic Design) who wish to better understand marketing for their field.
  • Mid-level management working full-time, with some post secondary education, seeking to upgrade their skills in the marketing field through part-time studies.
  • International students seeking a BBA in Marketing from an accredited university.

Career Opportunities

A marketing education is one of the best ways to prepare for a career in business or management. Virtually all businesses and organizations, profit and non-profit alike, apply marketing to advance their organizational goals.

A degree in Marketing Management prepares students for a career in business or management. Marketing managers have leadership positions in the marketing area of an organization. Marketing programs designed to serve the organization’s target markets are directed and implemented by marketing managers. Marketing management professionals work closely with the promotions, advertising, and sales staff of an organization to effectively serve customers. They use tools such as advertising, social media, and promotional events to increase awareness of products, ideas and services. Marketing leaders help their organizations adapt to changing markets through innovation and the development of new products. As well, they make pricing decisions to keep the organization competitive, yet profitable. Many graduates continue in post graduate studies, such as a MBA.

Marketing graduates find careers in the following areas:

  • Sales, Marketing and Advertising Managers
  • Retail Trade Managers
  • Business Development Officers
  • Marketing Researchers
  • Consultants
  • Professional Occupations in Business Services to Management
  • Professional Occupations in Public Relations and Communications
  • Retail Trade Supervisors

Examples of Job Titles include:

Business Development Officer | Market Research Executive | Marketing Analyst | Advertising Account Executive | Business Management Consultant | Management Analyst | Promotion Specialist | Marketing Manager | Assistant Marketing Manager | Marketing Executive | Manager Marketing Planning
Retail Division Manager | Manager Digital Marketing | Manager Social Media

View Program Requirements