May 24, 2024  
PUBLISHED 2024-2025 Credit Catalog 
PUBLISHED 2024-2025 Credit Catalog

Bachelor of Business Administration - Marketing

Location(s): In Person (Main Campus)

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Do you enjoy solving problems for people, discovering patterns of opportunity, creating persuasive communications, influencing buyers, and strengthening brands?

Our marketing major in the Bachelor of Business Administration degree program is for those who want to become a marketing pro. You’ll develop the essential skills it takes to succeed in a marketing career.

By pursuing the marketing major, you’ll learn to:  

  • create, strengthen, and manage brands effectively and ensure they resonate with your target audience
  • develop comprehensive strategies to enhance brand equity 
  • master the art of strategic marketing planning and recommend strategies grounded in thorough environmental scans and research
  • identify market opportunities and create data-driven plans to capitalize on them 
  • dive deep into marketing research techniques, perform qualitative and quantitative marketing research to uncover valuable insights and analyze data to make informed marketing decisions
  • embrace the latest digital marketing technologies to optimize marketing opportunities and integrate current and emerging tech tools for maximum impact 
  • create sustainable value through effective product management, development, pricing, and distribution to meet consumer needs and drive growth 
  • validate your marketing strategies and tactics by delving into consumer behaviour insights
  • explore the psychology behind consumer choices and tailor your campaigns accordingly 
  • execute and oversee product launches in local and international markets, whether they involve goods, ideas, or services
  • navigate the challenges and opportunities of global marketing. 

Choosing the marketing major means you’ll be ready for success in the changing marketing field. Whether you want to influence buyers, launch new products, or build strong brands, our program gives you the skills and knowledge to excel.  

You’ll also have valuable skills for marketing roles in organizations, media or marketing agencies.  


Opportunities for additional specialization are available through the following optional minors. 

Construction Project Management: A pathway to business roles in Canada’s booming construction sector, focusing on managing significant capital projects, addressing design, risk, and conflict management. 

Energy, Oil and Gas: A curriculum designed to prepare you for Alberta’s energetic and changing energy landscape, with courses on technical, regulatory, and economic aspects from the renowned MacPhail School of Energy. 

Traits, skills and aptitudes

Those working in the marketing field tend to be directive, social and innovative. 

You need: 

  • drive and flexibility 
  • problem-solving and decision-making skills  
  • the ability to be persuasive  
  • effective stress management techniques 
  • strong project management, analytic, and motivational skills 
  • the ability to understand data to create short- and long-term plans 
  • a creative, outgoing, upbeat nature 
  • technical software skills. 

You should enjoy organizing information, directing others, negotiating, and finding creative solutions. 

Academic path

Those who have previously completed the SAIT Accounting, Business and Entrepreneurship, Community Economic Development, Management and Leadership, or Marketing certificates can receive course credit for classes. The number of applicable credits will vary by certificate. 

Graduates of the SAIT Business Administration diploma - Marketing major may be eligible to enter this program in year three and earn their degree with a further two years of study. 

Practicum, co-op and work integrated learning opportunities

During your fourth year (with at least 90 credits complete), you’ll participate in a practicum or capstone project as part of the program.   

If you choose a practicum, you’ll work with an existing business to reflect, research, analyze, evaluate and recommend solutions to real-world problems, showcasing your skills to prospective employers. You’ll be responsible for finding employment for this practicum, which must be approved by the Academic Chair.  

If you choose a capstone project, you’ll work individually or as part of a project team on a series of activities and simulations drawn from multiple disciplines to create a strategic and operating business start-up plan. 

Accreditations, designations or certifications

As a graduate of this program, you can pursue the Certified Sales Professional (CSP) designation.


Upon successful completion of this program, you’ll receive a SAIT Bachelor of Business Administration degree with a major in Marketing. 

Program length

4 years

Accepts international applicants - PGWP-eligible

This program accepts international applicants and meets the eligibility criteria for the Post-Graduation Work Permit program, as long as the student is registered in on-campus classes or completes more than 50% of the courses on campus (for blended options). 

International students attending all classes online will NOT be eligible for a Post-Graduate Work Permit. International students are responsible for maintaining their eligibility throughout their studies. 

Not eligible for CAJG

This program is not eligible for the Canada Alberta Job Grant

Related careers

Our graduates may work in the following occupations. Some careers require additional experience and education.

Potential careers (NOC):

  • Advertising, marketing and public relations managers (10022)
  • Professional occupations in advertising, marketing and public relations (11202)
  • Conference and event planners (12103)
  • Business development officers and market researchers and analysts (41402)
  • Corporate sales managers (60010)
  • Retail sales supervisors (62010)
  • Retail salespersons and visual merchandisers (64100)
  • Other customer and information services representatives (64409)

Admission requirements - Applicants educated in Canada

Applicants must demonstrate English language proficiency and meet one of the following requirement options or equivalent.

Admission is determined based on an applicant’s academic history, including high school and post-secondary courses. Post-secondary level courses with similar learning outcomes may be considered to meet admission requirements.

SAIT accepts high school course equivalents for admission for applicants educated outside Alberta.

Option one

An overall minimum average of 65%, calculated using your final grades in:

  • English 30-1 (must have achieved at least 60%), and
  • Math 30-1 (must have achieved at least 60%) or Math 30-2 (must have achieved at least 70%), and
  • two courses from Group A, and
  • one course from either Group A or B.

Group A (academics)

Academic courses may include Grade 12, 30-level or equivalent*:

  • Accounting
  • Biology
  • Business
  • Chemistry
  • Economics
  • Finance
  • Geography
  • History
  • Indigenous Studies
  • Information Technology
  • Languages
  • Management
  • Marketing
  • Mathematics 31
  • Philosophy
  • Physics
  • Political Sciences
  • Psychology
  • Science
  • Social Studies 30-1
  • Sociology

*Other courses may be considered.

Group B (other)

One of the following:

  • Art 30 or 31
  • Drama 30
  • Music 30 (choral, instrumental, general)
  • Physical Education 30
  • Religion 35
  • Social Studies 30-2


  • Other five-credit Grade 12 subjects or a combination of two three-credit Grade 12 subjects may be considered.
  • Five credits of advanced career and technology courses.
  • Business-related high school dual-credit courses may be used for admission purposes.

Option two

A SAIT Business Administration diploma or a Bachelor of Applied Business Administration or equivalent from an accredited post-secondary institution, with a minimum 2.3 cumulative GPA (67% or C+).

Option three

A two-year diploma or a bachelor’s degree from an accredited post-secondary institution, with a minimum 2.3 cumulative GPA (67% or C+) and completion of English 30-1 and Math 30-1 or Math 30-2 or equivalents. 

Admission requirements - Applicants educated outside of Canada

All applicants who were educated outside of Canada must demonstrate English language proficiency and provide proof they meet the program admission requirements with an international document assessment. Find accepted educational documents and assessment options

SAIT may also accept courses completed at certain international post-secondary institutions.

Application process

Early admission criteria

Early admission will be offered to qualified applicants based on one of the following criteria:

  1. An overall minimum average of 75%, where English 30-1 and Math 30-1 have to be at least 60%. The average will be calculated using English 30-1, Math 30-1, two courses from Group A, and one course from either Group A or B.
  2. Applicants have achieved, or will achieve, a minimum GPA of 2.7 in the SAIT Business Administration diploma or equivalent.
  3. Applicants who have achieved, or will achieve, a minimum GPA of 2.7 in the post-secondary admission requirement.

Early admission will be offered until December 15 each year or until the program is full. Applicants will be ranked, and seats will be offered in order of the ranked list until the program is full. Once the program is full, applicants will be placed on the waitlist in ranked order.

Selection criteria

In the selection process, applicants will be assessed on the following criteria, and seats will be offered accordingly:

  • Applicants who do not qualify for early admission or who qualify after the early admission deadline will be placed in selection and academically ranked according to the admission requirements.
  • Career investigation and/or interviews may also be required during the selection process.
  • Selection will begin on December 18 and be done continuously until the program has been filled.
  • Applicants will then be offered a seat or waitlisted based on ranking and availability.

When applying in the application portal, select Bachelor of Business Administration. You will declare your major before your second year of the program.

Program outline

The Bachelor of Business Administration requires 120 credits (39 courses) for completion, including at least 72 credits at the senior level. All courses are three credits except for the six-credit integrative experience.

The program consists of:

  • Business core courses - 45 credits (14 courses)
  • Complementary core courses - 18 credits (6 courses)
  • Complementary elective courses - 12 credits (4 courses)
  • Major courses - 45 credits (15 courses)
  • Optional Minor - 12 credits (4 courses)

The first semester is common for all majors. Students declare a major in their second semester, subject to a competitive screening process, and move into open registration.

Required courses

You must take all of the following courses to complete this program.

Required courses - Junior complementary core

Required courses - Senior complementary core

Elective courses

You will choose courses from the following lists. 

For your marketing electives, you may substitute up to three of your required eight courses with optional marketing senior business courses.

Elective courses - Business core integrative experience (choose one)

Elective courses - Junior social sciences elective (choose one)

Elective courses - Human resource management/leadership (choose one)

Optional courses

You may choose up to a maximum of three marketing senior business courses to use toward your marketing electives. For example, you could choose to take two senior business courses and six marketing electives to meet the required eight courses.

SAIT BA graduates from some majors may be eligible to use ACWE 300 - Business Diploma Integrative Experience Capstone or MNGT 395 - Managing Strategically as a marketing senior business course.


To earn a Minor in Construction Project Management, you must complete an additional 12 credits from the courses listed below.

To earn a Minor in Energy, Oil and Gas, you must complete an additional 12 credits from the courses listed below.

To earn Minors in both Construction Project Management and Energy, Oil and Gas, you must complete 12 credits from the courses listed under Construction Project Management and an additional 12 credits from the courses listed under Energy, Oil and Gas.

Optional courses - Junior construction project management minor courses

Optional courses - Senior construction project management minor courses

Optional courses - Construction project management minor elective (choose one)

Optional courses - Junior energy, oil and gas minor courses

Optional courses - Marketing senior business courses (choose up to three)

Suggested schedule of study

We recommend you follow the below schedule during your first year of study.


You must attain a PGPA and/or a CGPA of 2.0 or better each semester and pass the prerequisite courses to progress through the program.

To qualify for graduation, you must pass all courses, attain a CGPA of 2.0 or better and complete course requirements within the prescribed timelines.

Review our grading and progression procedure > 

Books and supplies

Books and supplies are approximately $1,000 - $1,500 per full-time year.

This is a bring-your-own-device program with a standard hardware and software requirement. See the specific requirements on our computers and laptops page.

Find your booklist on the SAIT Bookstore’s website. The booklist will be available close to your start date. Can’t find your program or course? The bookstore didn’t receive a textbook list. Contact your program directly to determine if they’re still refining course details or if you’re in luck; no textbook purchase is required for that term.

Business program advising

For any questions or to set up an advising appointment, please get in touch with our School of Business.

Phone: 403.284.8485

Program outcomes

Core program outcomes


  • Develop an integrative and strategic mindset to enhance business performance in a global environment.


  • Achieve project goals through teamwork within increasingly complex and dynamic environments.

Economic theory:

  • Apply economic theory in the business environment.

Professional behaviours:

  • Develop appropriate personal skills and professional behaviours to uphold general management practices.

Financial behaviours:

  • Use financial and accounting principles in a business setting.


  • Apply mathematical formulas and statistical calculations to support business functions.


  • Explain key legal principles of the Canadian legal system and the basic laws governing business ownership and transactions.

Information and communication technology:

  • Integrate information and communication technology to achieve efficient business practices.


  • Apply marketing theory and processes in a business environment.

Organizational behaviour:

  • Utilize organizational behaviour/human resource management knowledge and skills to support business performance.

Operations management:

  • Explain operations management as an integral component of the business environment.


  • Demonstrate responsible leadership within increasingly complex and dynamic environments.

Accounting major program outcomes


  • Integrate management and financial accounting concepts and practices in a business setting.


  • Apply taxation knowledge to comply with government legislation and accounting standards.


  • Assess financial and operational results using audit methodologies.


  • Evaluate finance concepts and practices to make recommendations in a business setting.

Management information systems:

  • Explore Management Information Systems to achieve efficient business practices.


  • Model the ethical expectations of the accounting profession.

Financial Services major program outcomes

Financial principles and theories

  • Select appropriate financial theories and tools to meet clients’ needs.

Financial planning

  • Integrate personal financial planning concepts.

Analyze/understand client needs

  • Validate client financial needs.
  • Integrate effective relationship selling principles.

Knowledge of financial services sector

  • Incorporate knowledge of Canadian and global financial systems into day-to-day practice.


  • Model the ethical and regulatory expectations of the financial services industry.

Human Resources major program outcomes

HR functions

  • Apply HR management theory and practice in support of the HR functions.

HR professional skills

  • Demonstrate leadership capabilities and HR professional skills with the intent to evolve and grow in a dynamic business environment.

Employment law

  • Explain employment law, regulations and standards applicable in the HR setting.


  • In support of organizational effectiveness, use technical knowledge and skills to compile and retrieve data and create reports relating to human resource management.
  • Summarize the implications of HR metrics to support organizational strategy and decision-making.

Health, safety and wellness

  • Assess health, safety and wellness programs in support of the organization.

Labour relations

  • Explain issues and legislation affecting the employment relationship and the role that unions play in the workplace.

Management major program outcomes

  • Students in the Management major will demonstrate in-depth competence with the business degree outcomes. This will be accompanied by breadth and depth of knowledge in the minor study area.

Marketing major program outcomes

Brand management:

  • Develop strategies to build brand equity.

Strategy and planning:

  • Recommend marketing strategies based on environmental scan and research.

Research insights and analytics:

  • Perform qualitative and quantitative marketing research and analysis to gain marketing insights.

Marketing technologies:

  • Integrate relevant current and emerging technologies and design insight to optimize marketing opportunities.


  • Create sustainable value through product management.

Business development, consumer behaviour, applied psychology:

  • Validate marketing strategies and tactics based on consumer behaviour insights.

Product launch:

  • Execute and monitor a product (goods, ideas and services) launch to local and international markets.


  • Apply marketing strategies to meet the needs of global markets.

Supply Chain Management major program outcomes

Supply chain functions:

  • Integrate SCM theory and practice, including the support of critical supply chain functions, in the workplace to enable organizational strategy.
  • Incorporate appropriate regulatory guidelines, ethical practices, and industry and corporate standards to support supply chain activities.

Data analysis:

  • Interpret data used to inform decision-making for supply chain functions.
  • Differentiate various supply chain technology management systems and processes to support and enhance business performance.

Professional and leadership:

  • Demonstrate professional accountability, responsibility, change management and leadership skills within supply chain management.

Project management:

  • Apply project management theories and tools to support SCM projects.

Construction project management minor program outcomes

Construction literacy:

  • Demonstrate a working knowledge of the terminology, principles, and practices relevant to the construction industry.

Construction drawings:

  • Interpret the significant aspects of construction drawings and specifications in each of the construction disciplines.

Cost control: 

  • Apply cost control principles and practices within the construction business environment.

Safety and environment:

  • Distinguish key environmental, safety and sustainability aspects of construction projects.

Regulatory requirements:

  • Comply with construction project building codes, risk and conflict management procedures and standards.


  • Apply basic procurement, contract, logistics and supply chain practices within the construction business environment.

Energy, oil and gas minor program outcomes

Energy literacy:

  • Demonstrate a working knowledge of the principles, processes, and industry practices used in the energy, oil and gas sector.

Finance and economics:

  • Apply petroleum economic theory, financial models, and terminology practices relevant to the energy, oil and gas sector.

Safety and environment:

  • Comply with safety considerations and environmental regulations within the energy, oil and gas industries.


  • Select technology appropriate for use in the energy, oil and gas sector.

Degree outcomes


  • Demonstrate a critical understanding of the business discipline and field of practice.


  • Apply knowledge and skills from one or more areas from outside the discipline.


  • Demonstrate the capacity to engage in independent research and practice in a supervised context.


  • Critically evaluate qualitative and quantitative information and, where appropriate, use this knowledge in scholarly and creative endeavours.

Application of knowledge:

  • Apply methods of inquiry to solve a problem, create a new work or comment on scholarship.


  • Communicate information, arguments, and analysis accurately and reliably, orally and in writing, to specialists and non-specialist audiences.

Limits of knowledge:

  • Demonstrate an appreciation for the limits and ambiguity of knowledge.

Professional capacity/autonomy:

  • Operate within the boundaries of professional bodies and applicable regulatory requirements.

Graduate outcomes

A. Safety - awareness of safety standards relevant to the workplace.

  • Safety awareness

B. Responsible leadership - personal, ethical and respectful behaviour within the workplace and global community.

  • Teamwork and multi-disciplinary collaboration
  • Self-initiative
  • Ethical reasoning and action
  • Global awareness
  • Sustainability

C. Communication - the exchange of information professionally and effectively.

  • Language skills
  • Interpersonal skills

D. Information literacy - the strategies used to become informed, from recognizing an information need to accessing and evaluating information and using it effectively and ethically.

  • Problem-solving and critical thinking
  • Quantitative literacy
  • Technological literacy

E. Technical knowledge, skills and abilities - technical competence specific to the discipline or industry.

  • Specialized technical skill set

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