X. Degree Programs

Bachelor of Commerce (B.Comm.)

Marketing Management (MKMN)

Department of Marketing and Consumer Studies, College of Business and Economics

The Marketing Management major is interdisciplinary, follows a liberal education philosophy, and is built on our Department's long-standing expertise in the field of consumer research. Therefore, the courses to be followed span departments and colleges across the University and are designed to support the University's 10 Learning Objectives.

The Department of Marketing and Consumer Studies recognizes that we are not only responsible for preparing students for a career in marketing but for educating them so that they can be active, engaged citizens. This can only result from a balanced curriculum of marketing and liberal education courses capable of providing students with an understanding of the world they will work and live in, and the problem solving, communication, and visualization skills needed to function effectively in it. Students will gain education and skill in the management and leadership of product and services marketing in a global economy. They will be prepared to work and live effectively in today's world and to be flexible enough to pursue a variety of marketing career paths and diverse leadership roles. The major is administered by the Department of Marketing and Consumer Studies in the College of Business and Economics. Students can contact the B.Comm. Program Counsellors or a Marketing and Consumer Studies Faculty Advisor if they have questions.

Liberal Education Requirement

As part of the graduation requirement, all students within the B.Comm. Program are required to complete 1.50 credits from at least two different subject prefixes as listed under the B.Comm. Program Information section of the undergraduate calendar.


For this major, 20.00 credits are required, of which 14.00 are specified, 2.50 are restricted electives (from lists), 1.50 are Liberal Education electives, and 2.00 are free electives. A possible program sequence is outlined below.

Given the professional and applied nature of the program, there are no double majors or minors associated with the degree. Elective options enable students to select courses which support or complement their primary field of study. Examples: (1) students can use a combination of restricted, Liberal Education, and free electives to earn the Certificate in Leadership. See http://www.leadershipcertificate.com/ for information about this certificate and its course requirements; (2) students interested in languages and/or going on exchange can use their Liberal Education and free electives to study one or more of the various languages taught at the University. Note: students also can take courses of interest as electives without concern for clustering.

Semester 1- Fall
ECON*1050 [0.50] Introductory Microeconomics
MGMT*1000 [1.00] Introduction to Business
Semester 2 - Winter
ACCT*2220 [0.50] Financial Accounting
ECON*1100 [0.50] Introductory Macroeconomics
MCS*1000 [0.50] Introductory Marketing
Semesters 1 or 2 - Fall or Winter
MATH*1030 [0.50] Business Mathematics
PSYC*1000 [0.50] Introduction to Psychology
0.50 Marketing Environment electives (see List E1)
0.50 electives
Semester 3 - Fall
ACCT*2230 [0.50] Management Accounting
HROB*2100 [1.00] Managing People in Organizations
MCS*2000 [0.50] Business Communication in a Changing World
Semester 4 - Winter
One of:
ECON*2740 [0.50] Economic Statistics
STAT*2060 [0.50] Statistics for Business Decisions
Semesters 3 or 4 - Fall or Winter
MCS*2020 [0.50] Marketing Information Management
MCS*2600 [0.50] Fundamentals of Consumer Behaviour
MCS*3040 [0.50] Business and Consumer Law
0.50 History/Global Perspective electives (see List E2)
0.50 electives
Semesters 5 or 6 - Fall or Winter
ECON*2560 [0.50] Theory of Finance
FARE*3310 [0.50] Operations Management
MCS*3030 [0.50] Research Methods
MCS*3500 [0.50] Market Analysis and Planning
MCS*3620 [0.50] Marketing Communications
MGMT*3320 [0.50] Financial Management
0.50 Leadership/Professionalism electives (see List E3)
1.50 electives
Semesters 7 or 8 - Fall or Winter
MCS*3600 [0.50] Consumer Information Processes
MCS*4370 [0.50] Marketing Strategy
MCS*4600 [0.50] International Marketing
MGMT*3020 [0.50] Corporate Social Responsibility
MGMT*4000 [0.50] Strategic Management
0.50 Advanced Marketing electives (see List E4)
0.50 Experiential Learning Capstone electives (see List E5)
1.50 electives
Restricted Electives for the Marketing Management Major

The electives in the B.Comm. Marketing Management program help ensure achievement of all of the University's 10 Learning Objectives except "Numeracy". The Marketing Management program delivers substantial "Numeracy" through its required math, statistics, and economics courses as well as through emphasis on data analysis in courses such as Research Methods (MCS*3030) and Market Analysis and Planning (MCS*3500).

Substitutions for restricted electives will be allowed if a Marketing and Consumer Studies Faculty Advisor agrees that a proposed alternative is relevant to marketing in today’s world and has an appropriate level of rigour.

Marketing Environment Elective - List E1

To supplement the knowledge students gain in MCS*1000 about the socio-cultural, economic, political/legal, and technological "environmental" factors that must be taken into consideration in marketing decision-making, marketing management majors must take one [0.50 credits] of:

ANTH*1150 [0.50] Introduction to Anthropology
ARTH*1220 [0.50] The Visual Arts Today
EDRD*1400 [0.50] Introduction to Design
FRHD*1010 [0.50] Human Development
GEOG*1200 [0.50] Society and Space
GEOG*1220 [0.50] Human Impact on the Environment
GEOG*2510 [0.50] Canada: A Regional Synthesis
HIST*2610 [0.50] Contemporary Canadian Issues
NUTR*1010 [0.50] Nutrition and Society
PHIL*2070 [0.50] Philosophy of the Environment
POLS*1400 [0.50] Issues in Canadian Politics
POLS*2250 [0.50] Public Administration and Governance
POLS*2300 [0.50] Canadian Government and Politics
SOC*1100 [0.50] Sociology
History/Global Elective - List E2

To help marketing majors develop a sense of the fundamental relativity of knowledge and understanding over time and/or to help them gain the global perspective needed in senior marketing courses, marketing management majors must take one [0.50 credits] of:

ARTH*2490 [0.50] History of Canadian Art
BIOL*1500 [0.50] Humans in the Natural World
EURO*1050 [0.50] The Emergence of a United Europe
GEOG*2030 [0.50] Environment and Development
HIST*1150 [0.50] The Modern World
HIST*1250 [0.50] Science and Technology in a Global Context
HIST*2070 [0.50] World Religions in Historical Perspective
HIST*2250 [0.50] Environment and History
HIST*2300 [0.50] The United States Since 1776
HIST*2510 [0.50] Modern Europe Since 1789
HIST*2800 [0.50] The History of the Modern Family
HIST*2910 [0.50] Modern Asia
HIST*2930 [0.50] Women and Cultural Change
HIST*3070 [0.50] Modern India
HIST*3150 [0.50] History and Culture of Mexico
ISS*2000 [0.50] Asia
MUSC*2280 [0.50] Masterworks of Music
POLS*1500 [0.50] World Politics
POLS*2080 [0.50] Development and Underdevelopment
POLS*2200 [0.50] International Relations
Leadership/Professionalism Elective - List E3

To help prepare senior marketing management majors for leadership positions in organizations, they must take one [0.50 credits] of:

ECON*2310 [0.50] Intermediate Microeconomics
ECON*2410 [0.50] Intermediate Macroeconomics
EDRD*3160 [0.50] International Communication
EDRD*4120 [0.50] Leadership Development in Small Organizations
HROB*2010 [0.50] Foundations of Leadership
MCS*3080 [0.50] The Corporation and Society
MGMT*4260 [0.50] International Business
PHIL*2100 [0.50] Critical Thinking
PHIL*2120 [0.50] Ethics
PHIL*2600 [0.50] Business and Professional Ethics
Advanced Marketing Elective - List E4

To address the University Learning Objective of “Depth and Breadth of Learning” and to enhance the knowledge of product development, placement strategies, and the integration of societal influences on thinking, senior marketing management majors must take one [0.5 credits] of:

MCS*3010 [0.50] Quality Management
MCS*4020 [0.50] Research in Consumer Studies
MCS*4040 [0.50] Management in Product Development
MCS*4050 [0.50] The Evolution of Capitalism: A Canadian Perspective
MCS*4300 [0.50] Marketing and Society
MCS*4400 [0.50] Pricing Management
MCS*4910 [0.50] Topics in Consumer Studies
MGMT*4350 [0.50] Business Case Competition Preparation
Experiential Learning Capstone Electives - List E5

To enhance their understanding of marketing in terms of application, senior marketing management majors must take one [0.50 credits] of:

HROB*4010 [0.50] Leadership Certificate Capstone
MCS*4100 [0.50] Entrepreneurship
MCS*4920 [0.50] Topics in Consumer Studies
MCS*4950 [0.50] Consumer Studies Practicum
MGMT*4020 [0.50] Interdisciplinary Food Product Development I
MGMT*4030 [0.50] Interdisciplinary Food Product Development II
MGMT*4050 [0.50] Applied Community Project I
MGMT*4060 [0.50] Applied Community Project II
University of Guelph
50 Stone Road East
Guelph, Ontario, N1G 2W1