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The location where your NAIT courses will be held.


The type of certification (degree, diploma, certificate) you will earn after completing your program.

  • Degree - NAIT offers a number of business degrees and applied science and technology degrees accredited by Alberta Advanced Education.
    Applied degree programs offer a stronger emphasis on practical applications of the concepts learned in the classroom
  • Diplomas & Certificates - These credit programs take 1 or 2 years and lead to government approved and industry-recognized credentials.
  • Journeyman Certificate - Hands-on and expert-led apprenticeship and industry training for skilled trades and technology professionals.
  • Continuing Education/Non-Credit - NAIT offers a wide range of non-credit programs and courses for personal and professional development in a number of interesting and exciting fields. These options are great for people who may be working but are interested in studying as well.

Delivery Options

The flexible schedule options for this course including time of day and full/part-time.

  • Day - Courses taking place between Monday - Friday, before 5 PM.
  • Evening/Weekend - Courses taking place on weekdays from 5 PM or later, or Saturdays and Sundays.
  • Online - Sometimes called "Home Study" or "Computer-Based Learning"
  • Distance - Traditional correspondence format. These courses work best if you can't get to a campus or if your schedule can't accommodate fixed class times


The average or expected time it will take to complete your program.

Open Studies

Open Studies allows you to explore credit courses without applying to a program.
It is an opportunity to get a feel for school and what program you want to be in.

International Students

Program availability may be limited for international applicants. Contact your student advisor for more information.

Advanced Credit

You may apply for advanced credit once you have been accepted into the program. Advanced Credit can be Transfer Credit (for completed post-secondary courses) or PLAR (Prior Learning Assessment and Recognition).

Transfer Credit

In addition to the common guidelines outlined on the Transfer and Credit Options section and on the Transfer Credit Request Form (PDF), your program has other advanced credit requirements that are applied to each request including:

  • You must have completed the course or program no more than 10 year(s) ago unless a formalized articulation agreement is in place
  • You must have a minimum mark of D in the course(s) or program

Prior Learning and Assessment Recognition (PLAR)

If you do not qualify for transfer credit or credential recognition, Prior Learning Assessment and Recognition (PLAR) may be an option.

Contact the program for additional information about Advanced Credit.

Build your brand

Mix creativity, strategic sales and business insight and you’ll get marketing as a result. Marketing requires imagination, keen knowledge of one’s audience and the ability to position products and services against the competition. 

In NAIT’s marketing program, you’ll work on practical, hands-on assignments for real-world clients. After completion of our core business courses, you’ll be able to choose 2 electives from a list of 5 course options.

Our 2-year diploma program has been developed in consultation with industry partners and will immerse you in dynamic group-work on real world projects with real clients.

Pursue a field in marketing where ideas are king, and every day is different.

Employment rates reported by NAIT alumni are for information purposes and do not guarantee future employment opportunities.

Salaries reported by NAIT alumni are for information purposes and are not a guarantee of future alumni income.

Hands-on, industry-relevant skills

In your first year of the program, you will take 10 common courses with other business students, in order to gain foundational core business knowledge. In the second year of studies, you’ll take the required courses to get a specialized marketing diploma upon graduation.

We immerse students in a combination of classroom teaching, industry-relevant case work, simulations and networking. You will develop an understanding of modern business dynamics and learn to work well within culturally diverse organizations.

Classroom & study hours

On average, you can expect to spend:

  • 20 hours per week attending classes over the course of each semester
  • An additional 20-30 hours per week studying, completing assignments, doing research, reading, etc. 

You will learn:

  • product development 
  • marketing of services 
  • writing and communication approaches
  • pricing, sales and value creation 
  • supply chain management 
  • socially responsible and green marketing
  • public relations

Opportunities for further education

If you are looking to expand your skills beyond your diploma, our Bachelor of Business Administration (BBA) program builds on the marketing program, which allows you to earn a degree with just 60 more credits of study and gives you the opportunity to choose courses that advance your career to the next level.

As a graduate of the Business Administration – Marketing diploma, you may obtain advance credits towards designations like:

Enter the workforce with confidence

A career in marketing will offer you an incredibly diverse array of challenges. You’ll need to be prepared to take on numerous marketing-related tasks in businesses of all shapes and sizes.

You’ll need to devise and implement advertising and promotional initiatives, engage in professional sales and effectively participate in product marketing, marketing research and service marketing.

Potential career paths after graduation include:

  • Advertising Account Manager 
  • Brand Manager 
  • Market Research Analyst 
  • Marketing Manager 
  • Product Manager 
  • Public Relations Officer 
  • Sales Representative 
  • Social Media Specialist 

Common first year

In the first year of the program, all business students take the same 10 foundational courses in order to gain core business knowledge. This allows students to experience a variety of business fields in order to decide which is the best fit. In the second year of studies, you will take the required courses to get a specialized marketing diploma upon graduation.

How to apply

Students applying to any business administration diploma program will choose Business Administration - General when selecting the program on the  Alberta Post-Secondary Application System (APAS). More information can be found under How to Apply below.

Have questions? We've got answers

General Program Information / Advanced Credit

Business Information Centre – JR Shaw School of Business
Email: businfo@nait.ca 
Phone: 780.471.8998

Advanced Academic Information

Business Information Centre – JR Shaw School of Business
Email: businfo@nait.ca
Phone: 780.471.8998

Business Information Centre

The Business Information Centre, on the third floor of CAT, provides generalized advising for students and prospective students for the JR Shaw School of Business.   Find out more



View courses for this program

Tuition & Fees

Get an estimate on cost to attend

How to Apply

Information on admissions process

Scholarships & Awards

Funding for students in this program

Year 1

ACCT1115Introductory Financial Accounting
  • Open Studies: Available

Students will acquire a basic knowledge of how to use financial data, prepare financial reports, and communicate financial information to various stakeholders. This course introduces students to foundational accounting principles, preparation of financial transactions and their implications on financial information.

ACCT1117Introductory Accounting II
  • Requisites: Prerequisite: ACCT1115. (Enroll in ACCT1117 if ACCT1115 was completed prior to September 2019. Enroll in ACCT1116 if ACCT1115 was completed after September 2019.) This course is available to Open Studies students.
  • Course Equivalencies: ACCT120, ACCT121, ACCT220, JRSB117
  • Open Studies: Not Available

This course introduces the student to the financial accounting concepts for current and non-current liabilities and shareholders’ equity (corporations). Analysis of financial statements provides a bridge to managerial accounting as one of the methods of performance measurement and evaluation. Students will be introduced to the budgeting process and explain the role budgeting plays in planning and control. Cost behavior, cost-volume-profit analysis, and segmented income statements will also be explored.

CMIS1150Business Productivity Software
  • Course Equivalencies: AAC120, CMIS241, JRSB150
  • Open Studies: Available

This course introduces productivity applications in business. Emphasis will be placed on applied computing to develop skills in office applications such as spreadsheet, documentation, presentation, and collaboration tools for problem-solving and decision-making.

COMM1101Communications I
  • Course Equivalencies: AAC160, BUSF850, COMM121, COMM122, JRSB101
  • Open Studies: Available

This course introduces the student to the complexities of written and oral communication. The students learn business writing strategies and techniques to communicate ideas effectively through written communication in an academic setting. Students will use software to compose, edit, and revise assignments with a focus on writing, critiquing, and editing text. Students are required to apply effective online and database research techniques and APA documentation to compile and write a formal information report. In addition to students gaining skills for effective writing, they will also learn effective oral presentation skills.

  • Course Equivalencies: AAC141, ECON186, ECON188, JRSB110
  • Open Studies: Available

Microeconomics examines the question of how individuals and firms use their scarce resources to attain economic goals, and how different economic systems try to solve this central problem of scarcity. Other key topics include the market system, elasticity of demand, and how firms make decisions and conduct themselves in the marketplace. Price and output determination for firms operating in each of pure competition, monopoly, monopolistic competition, and oligopoly market structures is studied. The economic functions of government and basic environmental economics are examined.

  • Course Equivalencies: AAC142, ECON187, ECON289, JRSB112
  • Open Studies: Available

The primary focus of this course is to explain the performance of the overall macro economy, as measured by gross domestic product, and other key economic indicators. Keynesian and Monetarist theories are examined and used as a framework to analyze and evaluate the effects of government fiscal and monetary policies on income, employment and inflation. The role of chartered banks is described when examining how the Bank of Canada implements monetary policy affecting Canada's interest rate. International economic issues of free trade, balance of payments and exchange rates are also examined and discussed.

FNCE1125Introduction to Finance
  • Course Equivalencies: BUSF855, FNCE282, JRSB125
  • Open Studies: Available

Introduction to Finance introduces the tools, calculations, and components needed to complete a financial plan; time value of money, financial goal setting, and tax planning concepts; and concepts and calculations relating to money, credit, and risk management. You will learn how to calculate the cost of revolving and installment type credit facilities and apply the tools and techniques required to purchase and finance a home. The course also introduces fundamental concepts in investing, including a discussion of mutual funds, stocks, and bonds. Retirement and estate planning concepts, including annuity and retirement income calculations, will be discussed.

MARK1130Introduction to Marketing
  • Course Equivalencies: AAC250, JRSB130, MARK166, MARK167
  • Open Studies: Available

This course introduces you to the principles of marketing. The key concepts, methods of analysis, strategies, and tactics critical to managing profitable customer relationships in today's dynamic and connected environment are presented. Major emphasis is placed on the marketing mix and its strategic application to an increasingly complex business environment. In particular, the detailed areas of product, promotion, price, and distribution are examined in reference to achieving company objectives.

MGMT1120Principles of Management
  • Course Equivalencies: JRSB120
  • Open Studies: Available

MGMT1120 introduces the student to the key principles of management in contemporary business environments: planning, organizing, leading, and controlling. These principles are examined from the perspective of the manager, and are elaborated upon using case studies, small group and class discussions, as well as course projects and assignments. Moreover, the student will learn how these four principles work in an integrated fashion to create a solid foundation for best management practices in the business firm or not-for-profit organization.

ORGB1135Organizational Behaviour
  • Requisites: Co-requisite: COMM1101. This course is available to Open Studies students.
  • Course Equivalencies: AAC230, JRSB135, ORGB191, ORGB192
  • Open Studies: Available

This course provides an introduction to the influence of the manager and the employee on the organization and work. The point of view is managing individual differences for increased productivity and satisfaction. As well, a framework for understanding behaviour in a variety of settings is studied. Case problems are solved by groups using the rational decision-making process.

Year 2

BLAW2205Business Law
  • Course Equivalencies: AAC220, BLAW161, BLAW162, JRSB205
  • Open Studies: Available

The objective of the course is to develop sophisticated clients. Students learn how to engage an appropriate lawyer and how to conduct basic legal research online. After examining Canada's legal systems, the course addresses how laws are made and enforced by various branches of government. Constitutional law, including an analysis of the Charter of Rights and Freedoms, follows. Human rights legislation is similarly evaluated from a business perspective. The Canadian court system is contrasted with various forms of alternative dispute resolution. Students learn how civil actions in Provincial Court, Civil, are conducted. Tort law is examined to identify the potential liabilities businesses may face. Insurance law, contract law and forms of business organizations are likewise studied from a risk management perspective. The course concludes with employment law, including the common law and the relevant legislation.

CMIS2250Management Information Systems and Analytics
  • Requisites: Prerequisite: CMIS1150. This course is available to Open Studies students.
  • Course Equivalencies: JRSB250
  • Open Studies: Available

This course offers theory and application of management information-processing systems that support the activities of an organization. The course emphasizes application of tools used in data analytics, process models, and business systems. Management Information Systems concepts and foundational theories are examined to provide context to the practical exercises.

COMM2215Communications II
  • Requisites: Prerequisite: COMM1101. This course is available to Open Studies students.
  • Course Equivalencies: COMM221, JRSB215
  • Open Studies: Available

This course places a heavy weight on in-class performances: writing, speaking, questioning and answering questions. Assignments will include in-class business correspondence writing. Students will have multiple speaking opportunities in front of the class to introduce other students, present prepared speeches and to give constructive critiques. Students will also take their turns as members of a hiring panel and as candidates in mock job interviews. Outside of class, students will complete reading assignments in the text, rehearse speeches and interview responses, and write personal profile documents for specific job applications and for building an on-line presence.

MARK2267Marketing Research
  • Requisites: Prerequisites: COMM1101, MARK1130 or an emphasis in Marketing Year 3. This course is available to Open Studies students.
  • Course Equivalencies: JRSB360
  • Open Studies: Available

Although managers are frequent users of research, very few ever become involved in the actual collection of data. However, if a manager is to effectively evaluate a research submission, s/he must first understand the basic components and problems associated with understanding marketing research and then give them the opportunity to apply the theory by conducting an actual marketing research study as a major project.

MARK2268Business to Business Marketing
  • Requisites: Prerequisites: COMM1101, MARK1130 or an emphasis in Marketing Year 3. This course is available to Open Studies students.
  • Course Equivalencies: MARK268
  • Open Studies: Available

This course introduces students to business to business marketing. Students will analyze the role that businesses take to create a value proposition with the goal of achieving long-term sustainable relationships with customers. Students will be exposed to the B2B application of the marketing mix, creating customer value, and measuring customer satisfaction. Trade show analysis forms a part of the course to ensure students apply an important aspect of B2B marketing in a real world setting. Students will also use value chain analysis to understand B2B interactions. Through the use of lectures, videos, virtual trade show tours and case analysis, students will engage in these activities to support the learning objectives.

MARK2271Professional Selling Principles
  • Requisites: Prerequisites: COMM1101, MARK1130 or an emphasis in Marketing Year 3. This course is available to Open Studies students.
  • Course Equivalencies: MARK271
  • Open Studies: Available

This course examines the role of personal selling in the company's strategy, including models of communication and methods of selling. A primary focus is the development of applied selling skills that focuses on the attitudes and behaviours of successful sales people. Students will practice selling through role plays and will also be given the opportunity to expand their network through interviews with marketing professionals.

MARK2276Promotional Management
  • Requisites: Prerequisites: COMM1101, MARK1130 or an emphasis in Marketing Year 3. This course is available to Open Studies students.
  • Course Equivalencies: MARK276
  • Open Studies: Available

This course introduces students to modern promotional management. It focuses on the practice and principles of Advertising, Public Relations, and Sales Promotion in the context of integrated marketing communications. Students will learn the fundamentals of mass communications and its uses, as well as psychological and social implications of communications in marketing. Emphasis will be placed on the use of the promotional mix to promote, enhance and create an awareness of products, services and ideas. Through the use of cases, in-class assignments, videos and lectures, students learn promotional management concepts.

STAT2201Business Statistics
  • Requisites: This course is available to Open Studies students.
  • Course Equivalencies: AAC245, JRSB201, STAT218, STAT219
  • Open Studies: Available

This is an introductory statistics course designed to give students the ability to evaluate business problems using descriptive and inferential statistics. Topics will encompass descriptive statistics and data analysis, probability theory, hypothesis testing and regression analysis. Learning objectives for each topic are reinforced with business problems and/or small case studies.

Year 2 Electives - Choose 2

  • Requisites: Prerequisite: MARK2276. This course is available to Open Studies students.
  • Course Equivalencies: MARK279
  • Open Studies: Available

The primary focus of the course is the steps to the execution of a web-communication strategy. Though this is a Marketing course and not an Information Technology course, the assignments will use some of the tools of the Adobe Creative Cloud, but the emphasis is on content strategy: audience identification, the elements and principles of design, copyright limitations, site navigation, building credibility, basic colour theory, introductory typography, and clear communication.

MARK3372Sales Management
  • Requisites: Prerequisites: COMM1101 and MARK1130, or an emphasis of Marketing Year 3. This course is available to Open Studies students.
  • Course Equivalencies: MARK372
  • Open Studies: Available

Professional sales people and sales managers enjoy some of the most highly paid and flexible career choices of all business people. This course will enhance your skills and confidence, enabling you to excel in the fast paced competitive world of professional relationship management. You will be coached in practical strategies, skills,and tactics making you a stronger salesperson and more capable sales manager. Upon completion of the course, you will be equipped with the knowledge to develop, implement, and evaluate a strategic sales program. You will also refine your interview skills, bolster your self confidence, and expand your personal network leading to better employment opportunities.

MARK3374Social Media Marketing
  • Requisites: Prerequisite: MARK1130. This course is available to Open Studies students.
  • Course Equivalencies: MARK4474, MARK474
  • Open Studies: Available

Social Media refers to the sharing of messages through social interaction or congregation. Traditional marketing communications are managed as sender-to-receiver (one-way) interactions moving from the creator to the customer, using such media as television and radio. The evolution of Social Media Marketing refers to the dynamic growth and expansion of electronic platforms to share thoughts, opinions, and messages. In these electronic environments, multiple participants can converse, debate, observe, and/or exchange ideas with friends, organizations, businesses, and customers. This course will explore this communications phenomenon and consider how marketers can effectively and efficiently incorporate social media interactions into their business plans. Consideration of various electronic platforms will be done by using and evaluating current social media tools such as blogs, wikis, social networks, Twitter, and YouTube.

MARK3377Promotional Campaign Planning
  • Requisites: Prerequisite: MARK2276. This course is available to Open Studies students.
  • Course Equivalencies: MARK377
  • Open Studies: Available

Students are provided with the skills needed to apply the theoretical knowledge gained in MARK2276 to actual situations. Students will participate, as part of an account team, in the planning, preparation and presentation of a comprehensive promotional plan, including all strategic decisions and creative solutions, for an existing business or organization. Lectures, videos and guest speakers will be used to develop the practical skills involved in the identification of promotional objectives and target audiences; the selection of and budgeting for chosen media; the selection, co-ordination and design of appropriate advertising, sales promotion, and public relation tools; the design and production of creative concepts; as well as the presentation of a promotional plan to a client.

PREL3378Public Relations
  • Requisites: Prerequisite: MARK2276. This course is available to Open Studies students.
  • Course Equivalencies: MARK278, MARK378
  • Open Studies: Available

The Public Relations industry continues to grow as organizations deal with increasingly complex stakeholders in the 24-7 digital communications age. Building, selling and protecting brands by managing key stakeholder relationships is at the core of public relations practice. Cutting through the clutter to gain the attention of stakeholders and leave them with the right messages increasingly relies on public relations efforts. This course provides an overview of the many facets of Public Relations work. It is an overview of the functions, practices, and growing application of public relations in private industry and the public sector. Using a combination of theory and practical application, students will learn what this profession is, how it is practiced, and what the role of the practitioner involves. In addition to core communications theory, students will learn how to develop and use the basic publicity generating tools of the public relations practitioner.


Cost Per Credit: $177
Tuition Cap: $1,940

Tuition for International Students

Cost Per Credit: $735
Tuition Cap: $8,051

Mandatory Fees

NAITSA: $129
U-Pass: $175
Health & Dental: $128
Rec. & Athletics: $70

Pay Your Tuition & Fees
How much will first year cost?

Books, Supplies & Program Fees (est.)

Level 1 Term 1: $875
Level 1 Term 2: $875
Level 2 Term 1: $875
Level 2 Term 2: $875

The tuition and fee amounts are valid for the current academic year and are subject to change for subsequent intakes. For financial planning purposes, please use these totals as an approximate estimate of your costs. The approved tuition and fee information for your intake will be available in April.

Dates & Deadlines

We recommend submitting your program application at least 90 days before the application deadline.

Application Deadline: Jan 06, 2020

Term Start Date: Jan 06, 2020

Program Availability Status:  

Domestic Applicants: OP
International Applicants: OP

Entrance Requirements



  • Successful completion of the following business courses through NAIT Open Studies with an overall minimum GPA of 2.0:
  1. COMM 1101 (Communications I);
  2. ECON 1110 (Microeconomics) or ECON1112 (Macroeconomics);
  3. FNCE 1125 (Introduction to Finance);
  4. ACCT 1115 (Introductory Accounting I);
  5. One of: MGMT 1120 (Principles of Management); or MARK 1130 (Introduction to Marketing); or ORGB 1135 (Organizational Behaviour).


*Please note that acceptance into the program does not guarantee transfer credits. Transfer credits evaluation will take place after the student is accepted into the program.

Apply to Program

Apply to the program with step-by-step instructions on how to complete the application process. Please note, processing time may vary for applicants, so we recommend starting early.

Apply nowHow to apply checklist

Open Studies

A great option to get started or take a few courses without committing to a full program. Learn more

International Students

This program is open to international applicants. For more detailed information about applying, visit our admissions page. Learn more


Term Definition
Open Program still has seats available.
Waitlisting Program is full and qualified applicants are being placed on a waitlist. For information about waitlists, please visit the Waitlist FAQs.

If you’re on a non-competitive waitlist, you should consider NAIT’s Academic Upgrading program or NAIT Equivalency Tests to become a more competitive applicant.

There is no guarantee that waitlisted applicants will be offered a seat, however it is common for seats to become available until the start of class. As seats become available, they are filled from the waitlist.
Closed Program is no longer accepting applications.
N/A Not available for this term.

*Program availabilty is subject to change without notice.

Scholarships & Awards

NAIT supports over 4,000 students with over $6 million in scholarships and bursaries each year. Many are available for students across a wide range of programs.

Explore our available Scholarships and Bursaries

"I really like the psychology of people and applying that in a business setting through marketing."

Daniel van Veelen, Business Administration – Marketing '17

JR Shaw School of Business

The JR Shaw School of Business harnesses the power of a polytechnic providing relevant, multi-disciplinary business education integrated with industry partnerships and applied learning.


Apply to NAIT

Learn how to register through Alberta Post-Secondary Application System (APAS) or begin the application process.

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