Profit and growth, customer engagement and retention, brand awareness—you know that marketing plays a critical role in the world of business. We can teach you how to ensure business success as a media-savvy, consumer-focused marketer.

When you major in marketing, you study consumer behaviour and target markets, think critically and creatively about products and people, learn to use e-commerce and digital marketing tools strategically and gather and analyze market research. You participate in work-integrated learning situations with community partners, applying what you’ve learned in class to real-world scenarios.

MacEwan has a very “hands-on” learning approach for the BCom. I improved my presentation skills, met new people and got to work directly with businesses in the community for a few projects.
Amy Beard, Marketing Major alumna

What to expect

In the first two years of the Bachelor of Commerce, you learn the principles that shape general business decisions. As you progress through the program, you take required courses that cover the fundamentals of marketing, including strategy, analysis and quantitative measurement. You gain an understanding of how marketing aligns with other organizational functions before digging deeper into consumer trends, market research and a broad range of electives, such as business-to-business marketing, digital marketing and sales management.

In senior-level marketing courses, you work directly with local, regional and national businesses and organizations, finding solutions to real-world challenges. In your final year, you integrate all you’ve learned into a capstone project, which you present to your classmates and professors. By the end of the program, you have developed a project portfolio that can be presented to potential employers.

Your future

A career in marketing puts you in the driver’s seat of an organization, steering the success of products and services. The marketing major prepares you to be job-ready for a variety of marketing careers in public, private and non-profit organizations.


When you major in marketing, you learn to:

  • Think critically
  • Work collaboratively
  • Lead projects and teams
  • Communicate clearly
  • Develop creative, innovative marketing solutions
  • Understand consumer trends
  • Gather and analyze data to solve marketing challenges
  • Conduct market research
  • Understand marketing best practices
  • Understand general business practices

Learn the skills needed by a range of industries, from manufacturing and retail to advertising agencies, not-for-profit organizations and government.

Career opportunities for marketing majors include:

  • Market research analyst
  • Marketing manager
  • Advertising account executive
  • Business development manager
  • Sales manager
  • Creative director
  • Social media strategist

We recommend these resources to learn more about working in marketing:

The Alberta Learning Information Service (ALIS) hosts detailed occupational profiles, salary survey data, trend reports and assessment tools to help you choose and plan a career that matches your skills and interests.

My time at MacEwan has helped shape me into a strong marketing professional—and a better person.
Harris Khan, Marketing Major

Program of study


This program of study is open to students in the Bachelor of Commerce. Courses for your major are only one component of your degree. You must complete all courses and requirements outlined in the academic calendar for the year you declare or redeclare your major and minor or the year you are accepted into an Honours program.

Courses & Requirements
Check the academic calendar to find the courses you need to take and the requirements you must fulfill to complete your program.
Academic Calendar
Academic advising
Academic advisors in the School of Business have prepared program planning resources to help you understand degree requirements.