Sales, Marketing and Business Development

The Business Marketing Diploma program prepares you for a rewarding career in the sales, marketing or advertising & promotions components of business. Skills in sales are becoming increasingly valuable in the growing global marketplace. The world of Sales and Marketing has endless possibilities. This is certainly one field that is ever stimulating and never stagnant!

This is an intensive program, specifically targeting the skills necessary to thrive in a fast-paced environment. Rather than only lectures and textbook readings, our instructors focus on case studies, simulation activities, guests/outings, and exercises to help you acquire the skills you need to give you an edge in the business world. Our goal is to ensure that you become a seasoned Sales & Marketing Professional that knows what it takes to succeed.

Our Marketing Diploma Program provides hands-on practical experience and training in:

  • Personal Selling: developing practical skills in presenting goods and services to prospective buyers, art of persuasion as a life-skill and to the need to develop professional relationships in business.
  • Sales Management: strategies to promote products and services as well as increase revenue.
  • Customer Service & Relationship Management: attracting and retaining customers, ensuring customer satisfaction, dealing with difficult customers, understanding customer trends and behaviors.
  • Marketing Research: objectives, principles and methods of marketing research.
  • E-Marketing: role of digital media, including web, email, and wireless, within marketing.
  • Product Development: all steps from prototype to new product launch, including marketing plans for new products.
  • Microsoft Office: Outlook, PowerPoint, Excel, and Word

After 9 months of classroom and hands-on training, your program concludes with a 4-week practicum placement to connect you with prospective employers and give you experience to put on your resume.

If you are a creative individual who thrives on challenges or a people-person who enjoys interaction and networking opportunities, then our Sales & Marketing Program may be just the program for you. . This program has an articulation agreement with Crandall University if you wish you continue in that path.

Duration: September – June

Practicum: 4 weeks

Articulation: This program has an articulation agreement with Crandall University. 

Career Choices            

Businesses will always need creative Sales & Marketing professionals to help them think and act outside the box to reach consumers! Our program prepares you for opportunities to make any organization shine through the right combination of public relations, customer service and strategic marketing.  

  • Marketing Coordinator
  • Director of Community Relations
  • Sales Representative
  • Marketing Analyst
  • Product Development Team Member
  • Customer Service

You Will Learn

  • Advertising
  • Digital Marketing
  • Market Research
  • Ethics in Marketing/sales
  • New Product Development
  • Branding
  • Innovative Marketing
  • Sales Methodology
  • Sales Management
  • Promotional Strategy
  • Customer Service
  • Public Relations
  • Communications
  • Marketing Analytics
  • Computer Applications
  • Technical Sales

Course Descriptions

Business Basics

This course is designed to introduce students to different aspects of a general business environment. Various topics such as global markets, economic challenges, competitive forces, forms of business ownership, and financial management will be covered. This information will provide students with a general understanding of how Canadian businesses operate.

Business Math

Students will learn how to perform business math equations both manually and for use with computer software, including: Work with fractions, percents, decimals and ratios, calculate payroll net of all deductions, derive formulas for input into Excel, price products based on markup, discounts, gross margin, and also calculate product costing.

Introduction to Marketing

This course provides students with their first exposure to the key concepts and theories of marketing. Through a variety of teaching methods, including lectures, guest speakers and role play, along with learning exercises such as case analyses, presentations (group and solo), a test, and a major marketing project, students will gain the knowledge to work at junior levels in the marketing and communications field.

Introduction to Professional Sales

The role of sales has changed dramatically over the last decade, with the new image of a sales person being that of someone who is highly professional and looking to provide the customer with products or services that match their needs. The success of sales professional hinges on his or her ability to understand the exact needs and wants of the customer and to align these with his or her product offering. The variety of sales tools will be identified. Much of the focus of the course will be on takingcare of the customer through exceptional customer service and the 10 steps of selling.

Business Communications

Students are provided with the opportunity to develop effective communication skills. This course will prepare students for different types of verbal and written communications in the work place. It will cover numerous styles of letters and when they are used, as well as tactics for editing and proofreading. Students will prepare a resume, write cover letters, and create a business portfolio.

Introduction to Advertising and Promotions

Students examine the exciting and fast-moving world of advertising and promotion. Emphasis is on the big picture, methods and media for communication, motivation and appeal, advertising objectives, copywriting, federal regulations, and competition.

Introduction to Digital Marketing

The digital marketing landscape continues to evolve quickly. By integrating up-to-date information specializing in the social marketing environment along with a review of the importance of front-line staff feedback, the student will develop a clear understanding of the many “touch points” where consumers or customers engage with a company. We will study a general overview of each aspect of Digital Marketing and sharing techniques/strategies you can implement effectively for business growth and development and develop a simple social strategy.

Entrepreneurship

This course explores the essential skills required for an entrepreneur to start a business. Writing a business plan, selecting a business name, registering business, obtaining taxation and a business number are examined. Various federal, provincial, and local business regulations that an entrepreneur must take into consideration when starting a new business including laws concerning copyrights, patents, trademarks are studied. The importance of preparing a good business plan including cash flow and sales projections, and pro forma financial statements are introduced. Throughout the course, connections are made with local business owners who provide real-life examples of entrepreneurship in the community.

Business Law

This course will provide general overview of legal aspects of business. The law concerning contracts in various situations will be dealt with. The course is designed to give the student an understanding of business law, including consumer protection legislation, and the general legal climate in Canada.

Computer Applications I and II

These courses introduce the concepts and principles underlying personal productivity tools that are widely used in business, such as word processing. Students learn basic computer terminology and concepts. Hands-on exercises provide students with experience in the use of personal computers and productivity tools. The student will create documents, format the document, work with graphics in a document, and properly proof the document. This course covers Excel at the introduction stage - how to work with information, change information, create basic math formulas, and create charts. The student will also be introduced to basic concepts of creating a presentation in PowerPoint using the same techniques. Outlook is more than just an email tool - the student will learn how to manage contacts, meetings, and their scheduling calendar.

Advanced Marketing

After learning the fundamental theories in part 1, this course focuses on practical approaches to marketing, along with more advanced concepts, such as ROI, supply claim management and product life cycles. This course provides a detailed study of the objectives, principles and methods of marketing research. Marketing research is covered from the perspective of the user as well as the practitioner of the research.

Advanced Sales

This is a comprehensive course in sales management principles and methods featuring the allocation of priorities to the company’s sales objectives and responsibilities; formulation of sales policies; the task of planning, organizing, staffing and controlling the work of the field sales force. Understanding the human dynamic in managing salespeople and discussing some of the opportunities and challenges that sales managers face in their day-to-day work. Discussing the role of sales management in the broader corporate environment and the career opportunities that are available working in the sales and sales management functions. The course also reinforces the need for sales managers to display strong ethical behaviour with customers and employees alike.

Technical Sales

Technical Sales is a growing field that requires trained professionals. This course provides students with the tools to successfully support the sales of virtual products and services from a technical perspective. Students will learn the fundamental aspects of Business-Business selling and how to build a sales funnel to qualify prospects and convert them to leads. We will cover how to prioritize leads using sales automation tools, setting customer personas and developing email sequences for the effective personalized email campaign. Students will also learn how to answer queries, provide technical advice and run an effective pre-sales presentations and demos.

Advanced Digital Marketing

As a continuation of Intro to Digital Marketing, students will continue learning the steps to proper content creation and storytelling principles. In this course there will be a large focus on the major digital marketing channels, how to use them, when to use them, and how to reach your target audience. We will cover tools that exist to monitor social media, and how they are used to analyze and drive results. Students will also be exposed to how growth hacking can be used for connection with customers on multiple types of digital media platforms.

Marketing Analysis

Marketers have access to a tremendous amount of data about their customers, products, services, and sales. Utilized strategically, this data can provide insights into trends and opportunities for the astute businessperson. This course will reach you techniques for discerning important information from the data, and how to use this information to make key strategic decisions for your business.

Advanced Advertising and Promotions

This course covers the marketing concept of promotion, in all its form. Integrated marketing communications is introduced as the coordinating force in promotion; advertising, sales promotion, public relations, personal selling and events are explored as the key promotional techniques. The promotional process is covered from the stand- point of the firm. The course will also cover the nature and the process of communications/PR and the impact it has on the individual and the organizational consumer. Students will also be able to work on creating a creative brief for a local business.    

International Sales and Marketing

This course focuses on theoretical and practical techniques used in selling goods and services in the international marketplace. Emphasis will be on dealing with various cultures and ethnic groups that make up the international market. Attention will be paid to adapting theoretical selling skills to fit different cultural requirements of the market, in order to achieve effective partnerships culminating in long-term relations. This class also examines the international activities of firms from a marketing perspective. While Canada is a very active trading nation in terms of both importing and exporting, the focus of this course will primarily be on exporting, particularly from the perspective of small- and medium-sized companies.

*Content is subject to change by administration as required to meet program and profession standards.

Admission Requirements

  • Grade 12 Diploma, Adult Diploma or GED
  • Meeting with an Admissions Advisor
  • Acceptance by the Admissions Committee
  • Completion of the Pre-Enrollment Package

Unless they have completed a minimum of three years of study at a school where English is the language of instruction, international students whose first language is not English must submit proof of English language proficiency:

  • CAEL – 70
  • IELTS – 7.0
  • TOEFL – 550 paper based, 270 computer based
  • MELAB - 90

Education Pathways

Oulton College is proud to partner with Crandall University to provide students with a base education (a college education that can be credited towards the completion of a degree!)

Your diploma from Oulton College will allow you to transfer 27 credit hours toward the Adult Degree Completion Program– Bachelor of Arts in Organizational Management.

Sales, Marketing and Business Development

The Business Marketing Diploma program prepares you for a rewarding career in the sales, marketing or advertising & promotions components of business. Skills in sales are becoming increasingly valuable in the growing global marketplace. The world of Sales and Marketing has endless possibilities. This is certainly one field that is ever stimulating and never stagnant!

This is an intensive program, specifically targeting the skills necessary to thrive in a fast-paced environment. Rather than only lectures and textbook readings, our instructors focus on case studies, simulation activities, guests/outings, and exercises to help you acquire the skills you need to give you an edge in the business world. Our goal is to ensure that you become a seasoned Sales & Marketing Professional that knows what it takes to succeed.

Our Marketing Diploma Program provides hands-on practical experience and training in:

  • Personal Selling: developing practical skills in presenting goods and services to prospective buyers, art of persuasion as a life-skill and to the need to develop professional relationships in business.
  • Sales Management: strategies to promote products and services as well as increase revenue.
  • Customer Service & Relationship Management: attracting and retaining customers, ensuring customer satisfaction, dealing with difficult customers, understanding customer trends and behaviors.
  • Marketing Research: objectives, principles and methods of marketing research.
  • E-Marketing: role of digital media, including web, email, and wireless, within marketing.
  • Product Development: all steps from prototype to new product launch, including marketing plans for new products.
  • Microsoft Office: Outlook, PowerPoint, Excel, and Word

After 9 months of classroom and hands-on training, your program concludes with a 4-week practicum placement to connect you with prospective employers and give you experience to put on your resume.

If you are a creative individual who thrives on challenges or a people-person who enjoys interaction and networking opportunities, then our Sales & Marketing Program may be just the program for you. . This program has an articulation agreement with Crandall University if you wish you continue in that path.

Duration: September – June

Practicum: 4 weeks

Articulation: This program has an articulation agreement with Crandall University. 

Career Choices

Career Choices            

Businesses will always need creative Sales & Marketing professionals to help them think and act outside the box to reach consumers! Our program prepares you for opportunities to make any organization shine through the right combination of public relations, customer service and strategic marketing.  

  • Marketing Coordinator
  • Director of Community Relations
  • Sales Representative
  • Marketing Analyst
  • Product Development Team Member
  • Customer Service

You Will Learn

You Will Learn

  • Advertising
  • Digital Marketing
  • Market Research
  • Ethics in Marketing/sales
  • New Product Development
  • Branding
  • Innovative Marketing
  • Sales Methodology
  • Sales Management
  • Promotional Strategy
  • Customer Service
  • Public Relations
  • Communications
  • Marketing Analytics
  • Computer Applications
  • Technical Sales

Course Description

Course Descriptions

Business Basics

This course is designed to introduce students to different aspects of a general business environment. Various topics such as global markets, economic challenges, competitive forces, forms of business ownership, and financial management will be covered. This information will provide students with a general understanding of how Canadian businesses operate.

Business Math

Students will learn how to perform business math equations both manually and for use with computer software, including: Work with fractions, percents, decimals and ratios, calculate payroll net of all deductions, derive formulas for input into Excel, price products based on markup, discounts, gross margin, and also calculate product costing.

Introduction to Marketing

This course provides students with their first exposure to the key concepts and theories of marketing. Through a variety of teaching methods, including lectures, guest speakers and role play, along with learning exercises such as case analyses, presentations (group and solo), a test, and a major marketing project, students will gain the knowledge to work at junior levels in the marketing and communications field.

Introduction to Professional Sales

The role of sales has changed dramatically over the last decade, with the new image of a sales person being that of someone who is highly professional and looking to provide the customer with products or services that match their needs. The success of sales professional hinges on his or her ability to understand the exact needs and wants of the customer and to align these with his or her product offering. The variety of sales tools will be identified. Much of the focus of the course will be on takingcare of the customer through exceptional customer service and the 10 steps of selling.

Business Communications

Students are provided with the opportunity to develop effective communication skills. This course will prepare students for different types of verbal and written communications in the work place. It will cover numerous styles of letters and when they are used, as well as tactics for editing and proofreading. Students will prepare a resume, write cover letters, and create a business portfolio.

Introduction to Advertising and Promotions

Students examine the exciting and fast-moving world of advertising and promotion. Emphasis is on the big picture, methods and media for communication, motivation and appeal, advertising objectives, copywriting, federal regulations, and competition.

Introduction to Digital Marketing

The digital marketing landscape continues to evolve quickly. By integrating up-to-date information specializing in the social marketing environment along with a review of the importance of front-line staff feedback, the student will develop a clear understanding of the many “touch points” where consumers or customers engage with a company. We will study a general overview of each aspect of Digital Marketing and sharing techniques/strategies you can implement effectively for business growth and development and develop a simple social strategy.

Entrepreneurship

This course explores the essential skills required for an entrepreneur to start a business. Writing a business plan, selecting a business name, registering business, obtaining taxation and a business number are examined. Various federal, provincial, and local business regulations that an entrepreneur must take into consideration when starting a new business including laws concerning copyrights, patents, trademarks are studied. The importance of preparing a good business plan including cash flow and sales projections, and pro forma financial statements are introduced. Throughout the course, connections are made with local business owners who provide real-life examples of entrepreneurship in the community.

Business Law

This course will provide general overview of legal aspects of business. The law concerning contracts in various situations will be dealt with. The course is designed to give the student an understanding of business law, including consumer protection legislation, and the general legal climate in Canada.

Computer Applications I and II

These courses introduce the concepts and principles underlying personal productivity tools that are widely used in business, such as word processing. Students learn basic computer terminology and concepts. Hands-on exercises provide students with experience in the use of personal computers and productivity tools. The student will create documents, format the document, work with graphics in a document, and properly proof the document. This course covers Excel at the introduction stage - how to work with information, change information, create basic math formulas, and create charts. The student will also be introduced to basic concepts of creating a presentation in PowerPoint using the same techniques. Outlook is more than just an email tool - the student will learn how to manage contacts, meetings, and their scheduling calendar.

Advanced Marketing

After learning the fundamental theories in part 1, this course focuses on practical approaches to marketing, along with more advanced concepts, such as ROI, supply claim management and product life cycles. This course provides a detailed study of the objectives, principles and methods of marketing research. Marketing research is covered from the perspective of the user as well as the practitioner of the research.

Advanced Sales

This is a comprehensive course in sales management principles and methods featuring the allocation of priorities to the company’s sales objectives and responsibilities; formulation of sales policies; the task of planning, organizing, staffing and controlling the work of the field sales force. Understanding the human dynamic in managing salespeople and discussing some of the opportunities and challenges that sales managers face in their day-to-day work. Discussing the role of sales management in the broader corporate environment and the career opportunities that are available working in the sales and sales management functions. The course also reinforces the need for sales managers to display strong ethical behaviour with customers and employees alike.

Technical Sales

Technical Sales is a growing field that requires trained professionals. This course provides students with the tools to successfully support the sales of virtual products and services from a technical perspective. Students will learn the fundamental aspects of Business-Business selling and how to build a sales funnel to qualify prospects and convert them to leads. We will cover how to prioritize leads using sales automation tools, setting customer personas and developing email sequences for the effective personalized email campaign. Students will also learn how to answer queries, provide technical advice and run an effective pre-sales presentations and demos.

Advanced Digital Marketing

As a continuation of Intro to Digital Marketing, students will continue learning the steps to proper content creation and storytelling principles. In this course there will be a large focus on the major digital marketing channels, how to use them, when to use them, and how to reach your target audience. We will cover tools that exist to monitor social media, and how they are used to analyze and drive results. Students will also be exposed to how growth hacking can be used for connection with customers on multiple types of digital media platforms.

Marketing Analysis

Marketers have access to a tremendous amount of data about their customers, products, services, and sales. Utilized strategically, this data can provide insights into trends and opportunities for the astute businessperson. This course will reach you techniques for discerning important information from the data, and how to use this information to make key strategic decisions for your business.

Advanced Advertising and Promotions

This course covers the marketing concept of promotion, in all its form. Integrated marketing communications is introduced as the coordinating force in promotion; advertising, sales promotion, public relations, personal selling and events are explored as the key promotional techniques. The promotional process is covered from the stand- point of the firm. The course will also cover the nature and the process of communications/PR and the impact it has on the individual and the organizational consumer. Students will also be able to work on creating a creative brief for a local business.    

International Sales and Marketing

This course focuses on theoretical and practical techniques used in selling goods and services in the international marketplace. Emphasis will be on dealing with various cultures and ethnic groups that make up the international market. Attention will be paid to adapting theoretical selling skills to fit different cultural requirements of the market, in order to achieve effective partnerships culminating in long-term relations. This class also examines the international activities of firms from a marketing perspective. While Canada is a very active trading nation in terms of both importing and exporting, the focus of this course will primarily be on exporting, particularly from the perspective of small- and medium-sized companies.

*Content is subject to change by administration as required to meet program and profession standards.

Admission Requirements

Admission Requirements

  • Grade 12 Diploma, Adult Diploma or GED
  • Meeting with an Admissions Advisor
  • Acceptance by the Admissions Committee
  • Completion of the Pre-Enrollment Package

Unless they have completed a minimum of three years of study at a school where English is the language of instruction, international students whose first language is not English must submit proof of English language proficiency:

  • CAEL – 70
  • IELTS – 7.0
  • TOEFL – 550 paper based, 270 computer based
  • MELAB - 90

Education Pathways

Education Pathways

Oulton College is proud to partner with Crandall University to provide students with a base education (a college education that can be credited towards the completion of a degree!)

Your diploma from Oulton College will allow you to transfer 27 credit hours toward the Adult Degree Completion Program– Bachelor of Arts in Organizational Management.

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