People with sales and marketing expertise are revenue generators — making an impact on the bottom line, a talent that’s in demand in virtually every sector. Apply your skills to a career in commerce, health care, IT, manufacturing, advertising, telecommunications or sports and entertainment.
“As a small, family-oriented College, Loyalist has afforded me opportunities to develop and excel as a volleyball player, which I may not have received elsewhere. I’m originally from Pickering and I learned about the Loyalist Lancers from my high school coach. He recommended the Recreation and Leisure Services program at Loyalist, which I completed, followed by the Business Sales and Marketing program, and then the Public Relations program. It is hard to leave after five years, but receiving the Male Athlete of the Year award is a great way to cap off my studies.” Matt Woods, Recreation and Leisure Services 2009, Business Sales and Marketing 2011, Public Relations 2012, 2012 Male Athlete of the Year
“I graduated knowing how to create business and marketing plans and to prepare and present them with confidence. My internship opened the door to the public sector and ultimately led to my career.” – Elisha Purchase, Business Sales and Marketing 2007 Manager of Economic Development & Communications, Municipality of Brighton
“The faculty has so much hands-on sales and marketing experience and they shared it all with us. Their guidance, particularly in the role-playing scenarios, gave me the confidence to pursue an internship with the Ottawa Senators. Now I’m with the 67’s – and I love it.” – Adam Garonce, Business Sales and Marketing 2009 Fan Relationship Management Team Sales Consultant, Ottawa 67’s
“We sell and market things every day – work, spouse, kids – it’s a skill we never regret having. I’m impressed with the dedication of the Loyalist Business Sales and Marketing students. They’re eager to learn and willing to take advice and apply it. It’s clear that you can attribute a great deal of this enthusiasm to the way they feel about the faculty – experienced, engaging and knowledgeable, with just the right mix of humour. The students look forward to coming to class.” Nicole Simpson
Testimonials
“
"I graduated knowing how to create business and marketing plans and to prepare and present them
with confidence. My field placement opened the door to the public sector and ultimately led to my career."
Elisha Purchase
Business Sales and Marketing 2007
Manager of Economic Development & Communications, Municipality of Brighton
“
"The relationships that Loyalist faculty members have with business people in our community and across Canada are a great asset to students. It enables grads to find a company that's right for them. I use the things that I learned in College every day. "
Erin McAdam
Business Sales and Marketing 2012
Sales Support Assistant, Impacto Protective Products Inc.
“
"The faculty has so much hands-on sales and marketing experience and they shared it all with us. Their
guidance, particularly in the role-playing scenarios, gave me the confidence to pursue a placement with
the Ottawa Senators. Now I’m with the 67’s – and I love it."
Adam Garonce
Business Sales and Marketing 2009
Fan Relationship Management Team Sales Consultant, Ottawa 67’s
“
"I considered a similar program at another College, but it didn’t offer as many opportunities than the program at Loyalist did, from job shadows to career fairs, all these different opportunities that I would not have had anywhere else. "
Angelina Christopher
Business Sales and Marketing – 2014
Marketing Assistant, Riocan Management Inc. at Tanger Outlets in Ottawa
A diploma in Business Sales and Marketing opens doors to a job in virtually any field:
You could work in telecommunications, information technology, hospitality, the food and beverage industry, health care, the medical or pharmaceutical industry, engineering, manufacturing, commerce, advertising, event planning, or professional sports and entertainment.
There are careers in wholesale, distribution, manufacturing and non-profit organizations.
Loyalist grads meet the certification standards of the Canadian Professional Sales Association. With two years’ sales experience, graduates can apply for the Certified Sales Professional (CSP) designation.
Average entry-level salaries range from $40,000 to $44,999.* Many grads are able to move quickly into management positions.
*Source: Employment Profile Provincial Report, Ministry of Advanced Education and Skills Development.
Sales and Marketing Associate, Anchor Concrete Products
Key Accounts Manager, Canarm Ltd.
Sales Representative, Atlantic Packaging
Inside Sales Associate, Beclawat Manufacturing
Manager of Economic Development & Communications, Municipality of Brighton
Is it for you?
Successful students in this program:
Think creatively
Enjoy working with others in a group
Can manage different projects on the go
Are persuasive communicators
What employers say
“Loyalist College has the best Business Sales and Marketing course being offered in colleges today. You learn in an environment that is assisted by business professionals. The professors live business, they don’t just teach it. If you want the right skills for sales and marketing, look no further—this is your program.” James A. Cooper President, Canarm Ltd.
Experiential learning
Classroom instruction uses a wide range of dynamic tools and techniques:
Learn through case studies and competitive simulations.
Create and deliver executive-style presentations.
Refine your rapport-building and selling techniques with role-playing exercises that are videotaped and critiqued.
Gain experience with cutting-edge customer relationship management (CRM) software – an essential business tool to manage sales territories and prospective clients.
Prepare for success with simulated job interviews conducted by managers from the business community.
Develop a professional portfolio in any format from a web page to an audio commercial.
Get a feel for different industries during six full-day job shadow placements.
Past job shadows include Boston Pizza’s marketing office, Ontario Hockey League, The FAN 590 radio station, ALDO’s head office, Canarm Ltd. and the Ottawa Senators.
Past placements include integrated Displays, Cimco Refrigeration, Canarm Ltd., Findlay Foods, Trenton Golden Hawks, Division 9, Shnier, and Weston Premium Woods, to name a few.
Outstanding faculty make the difference
Faculty with extensive sales and marketing experience share their insights based on today’s job realities.
Teachers take the time to understand each student’s goals, and use their personal network of contacts to help them find a job they’ll love.
Faculty have a wide network of contacts with potential employers such as Columbia Sportswear and East Side Mario’s.
Local business advisors work with faculty to continually update the program.
Courses
September 2019
First Year - Semester One
MATH1033 Business Math
This course covers the basic skills required by students to comprehend the essentials of business mathematics. Topics covered include an arithmetic and algebra review, percentages, ratios, commercial mathematics, and simple and compound interest.
COMM1048 College Writing Skills
This course focuses on writing and research skills required for successful completion of college-level studies. The course will promote development and improvement of research and writing skills that can be applied to students’ chosen programs of study.
BUSI1016 Introduction to Business
This course provides an overview of business in the Canadian environment using an integrated model. Topics covered include: the environment of business (social, technological, economic and political) as well as functional areas of business (marketing, accounting, finance, production and human resources) and legal and corporate governance information. A semester-long group project will provide students with the opportunity to explore the world of business, create work habits related to researching a company and stay current with what is going on in the business world.
SALE1010 Introduction to Business Sales and Marketing
Marketing is both an activity and a social process. This course lays the foundation for other Sales and Marketing courses. It defines marketing and the core concepts of needs, wants, demand, products, exchange transactions and markets. This course not only investigates the different views of what stimulates demand and leads to different marketing philosophies, but also explores your own behaviour towards products from childhood to adulthood.
SALE1006 Presentations for Sales and Marketing 1
Students develop persuasive, effective and accurate presentations in oral, written, and visual formats. The course takes the student from the design stage of the presentation, through research, data collection, analysis, and presentation building, to the final delivery.
This course develops writing and presentation skills for the workplace, along with a range of computer skills to facilitate the design, creation and delivery of business communications. Through a progressive series of writing and presentation tasks, learners use email, memoranda, short reports, and individual and group presentations to create focused messages, with appropriately sourced facts, for a variety of business audiences. Internet and database research, basic word processing, spreadsheeting and presentation software skills support the process.
SALE1009 Customer Service
This course is designed to help students understand customer behaviour and organizational (business’s) response. Course elements include: understanding of who the “customer” is, both internally and externally. Why and how organizations develop customer service strategies, as well as: understanding how business’s train for customer service, how to handle complaints and how to communicate to customers while building loyalty. Students are also given the opportunity to work on “real life” projects and simulations to better understand the impact of both good and bad customer service.
MRKT1007 Event Marketing and Management
This course describes group dynamics in business settings and explores the foundation and social patterns that affect group performance - the evolution of groups and their functions as well as the impact on sales and marketing.
MRKT1006 Marketing Case Studies
This course will explore the customer (with a focus on Canadian businesses). In addition, the course will look at marketing tactics used in business to attract their target customer using case studies. A continued focus will be placed on the understanding of the marketing and sales concept.
SALE1011 Presentations Sales & Marketing 2
Students learn to build and expand upon concepts learned and developed in SALE 1006, by focusing on more advanced presentation concepts and strategies.
Students have the opportunity to learn how to build successful business presentations. Skill sets include: preparation - how to use visual aids to enhance the presentation, to capture your buyer’s attention, gain commitment from the buyers and how to handle questions. Students have the opportunity to deliver a business presentation through a role-play situation.
SALE2013 Customer Relationship Management
Students develop knowledge of Customer Relationship Management using current technologies for efficient and successful relationship development and maintenance. Effective customer service skills and strategies are also examined to build loyal and happy customers.
MRKT2000 Marketing Strategy
Students take their marketing skills to the next level by focusing on strategies to achieve profitable customer relationships. Students gain knowledge of the marketing mix to create strategic marketing plans and then help local businesses with their exciting projects.
SALE2004 Sales Call Preparation
Students learn to ask questions that probe and uncover the buyers' needs and challenges. In addition to questioning skills, they also develop a further understanding of the buying behaviour, and how the decision process is developed. Students are involved in preparing for the call by using sales materials, organizing questions, looking for closing signals and being prepared to handle objections.
SALE2002 Transactional/ Solution Sales Calls 1
Students participate in selling role-plays that are broken down into case studies. Each case will present students with a product, customer profile and buying situation. Transactional Selling will emphasize the salesperson's use of a price list, phone scripts and follow up. Solution Selling will allow students to develop customer relationship skills as well as problem-solving skills, phone script creating and making committee presentations. Role-plays are mandatory and important for skill development.
The student brings together the many concepts they have learned to make dramatic, successful presentations to an executive management. The course focuses on executive-style presentations.
Prerequisite: SALE 2005
MRKT2002 Marketing Tactics
Students put their marketing plan into action. This senior marketing course focuses on the implementation process for marketers. Key topics include tactics, internet and social marketing, budgets, and controls. Students devise implementation strategies for real world marketing issues through case study and simulation.
Prerequisite: MRKT 2000
MRKT2001 Personal Marketing
Students have the opportunity to give meaning to their prior learning experiences. They will also be able to determine areas that require levels of growth in both personal and career goals. Students identify personal strengths and weaknesses in key skill areas and develop a plan for obtaining the skills they need. They take a "Me Marketing" approach and apply the four "P’s” of marketing - product, pricing, placement, and promotion - to their portfolio.
Prerequisite: MRKT 2000
WKPL2000 Sales & Marketing Placement
The placement is a mandatory component of the Business Sales and Marketing program. Each student is responsible for finding, submitting for approval, contacting, attending and documenting a three-week Internship at the end of the last semester. This will include research reports, approval submissions, progress updates and the review of the Internship. Students develop an understanding of the job and the interview process with their chosen industry.
PROF2000 Sales & Marketing Placement Prep
The placement is a mandatory component of the Business Sales and Marketing program. Each student is responsible for finding, submitting for approval, contacting, attending and documenting a month-long placement at the end of the last semester. This will include research reports, approval submissions, progress updates and a review of the placement. Students will develop an understanding of the job and the interview process within their chosen industry.
SALE2010 Sales Management
Students learn to organize their time in order to develop and profit in a territory. Students also learn the process of negotiations including the different phases involved in the process, and how to build a win-win situation quickly and effectively. In addition, students are also exposed to the many facets of sales management.
SALE2008 Transactional/ Solution Sales Call 2
Students further develop the skills needed to make a successful sales call. Topics will include call preparation rapport-building negotiations, phone calls and follow up communication with the customer through role-play situations.
Prerequisite: SALE 2002
January 2020
First Year - Semester One
MATH1033 Business Math
This course covers the basic skills required by students to comprehend the essentials of business mathematics. Topics covered include an arithmetic and algebra review, percentages, ratios, commercial mathematics, and simple and compound interest.
COMM1048 College Writing Skills
This course focuses on writing and research skills required for successful completion of college-level studies. The course will promote development and improvement of research and writing skills that can be applied to students’ chosen programs of study.
BUSI1016 Introduction to Business
This course provides an overview of business in the Canadian environment using an integrated model. Topics covered include: the environment of business (social, technological, economic and political) as well as functional areas of business (marketing, accounting, finance, production and human resources) and legal and corporate governance information. A semester-long group project will provide students with the opportunity to explore the world of business, create work habits related to researching a company and stay current with what is going on in the business world.
SALE1010 Introduction to Business Sales and Marketing
Marketing is both an activity and a social process. This course lays the foundation for other Sales and Marketing courses. It defines marketing and the core concepts of needs, wants, demand, products, exchange transactions and markets. This course not only investigates the different views of what stimulates demand and leads to different marketing philosophies, but also explores your own behaviour towards products from childhood to adulthood.
SALE1006 Presentations for Sales and Marketing 1
Students develop persuasive, effective and accurate presentations in oral, written, and visual formats. The course takes the student from the design stage of the presentation, through research, data collection, analysis, and presentation building, to the final delivery.
This course develops writing and presentation skills for the workplace, along with a range of computer skills to facilitate the design, creation and delivery of business communications. Through a progressive series of writing and presentation tasks, learners use email, memoranda, short reports, and individual and group presentations to create focused messages, with appropriately sourced facts, for a variety of business audiences. Internet and database research, basic word processing, spreadsheeting and presentation software skills support the process.
SALE1009 Customer Service
This course is designed to help students understand customer behaviour and organizational (business’s) response. Course elements include: understanding of who the “customer” is, both internally and externally. Why and how organizations develop customer service strategies, as well as: understanding how business’s train for customer service, how to handle complaints and how to communicate to customers while building loyalty. Students are also given the opportunity to work on “real life” projects and simulations to better understand the impact of both good and bad customer service.
MRKT1007 Event Marketing and Management
This course describes group dynamics in business settings and explores the foundation and social patterns that affect group performance - the evolution of groups and their functions as well as the impact on sales and marketing.
MRKT1006 Marketing Case Studies
This course will explore the customer (with a focus on Canadian businesses). In addition, the course will look at marketing tactics used in business to attract their target customer using case studies. A continued focus will be placed on the understanding of the marketing and sales concept.
SALE1011 Presentations Sales & Marketing 2
Students learn to build and expand upon concepts learned and developed in SALE 1006, by focusing on more advanced presentation concepts and strategies.
Students have the opportunity to learn how to build successful business presentations. Skill sets include: preparation - how to use visual aids to enhance the presentation, to capture your buyer’s attention, gain commitment from the buyers and how to handle questions. Students have the opportunity to deliver a business presentation through a role-play situation.
SALE2013 Customer Relationship Management
Students develop knowledge of Customer Relationship Management using current technologies for efficient and successful relationship development and maintenance. Effective customer service skills and strategies are also examined to build loyal and happy customers.
MRKT2000 Marketing Strategy
Students take their marketing skills to the next level by focusing on strategies to achieve profitable customer relationships. Students gain knowledge of the marketing mix to create strategic marketing plans and then help local businesses with their exciting projects.
SALE2004 Sales Call Preparation
Students learn to ask questions that probe and uncover the buyers' needs and challenges. In addition to questioning skills, they also develop a further understanding of the buying behaviour, and how the decision process is developed. Students are involved in preparing for the call by using sales materials, organizing questions, looking for closing signals and being prepared to handle objections.
SALE2002 Transactional/ Solution Sales Calls 1
Students participate in selling role-plays that are broken down into case studies. Each case will present students with a product, customer profile and buying situation. Transactional Selling will emphasize the salesperson's use of a price list, phone scripts and follow up. Solution Selling will allow students to develop customer relationship skills as well as problem-solving skills, phone script creating and making committee presentations. Role-plays are mandatory and important for skill development.
The student brings together the many concepts they have learned to make dramatic, successful presentations to an executive management. The course focuses on executive-style presentations.
Prerequisite: SALE 2005
MRKT2002 Marketing Tactics
Students put their marketing plan into action. This senior marketing course focuses on the implementation process for marketers. Key topics include tactics, internet and social marketing, budgets, and controls. Students devise implementation strategies for real world marketing issues through case study and simulation.
Prerequisite: MRKT 2000
MRKT2001 Personal Marketing
Students have the opportunity to give meaning to their prior learning experiences. They will also be able to determine areas that require levels of growth in both personal and career goals. Students identify personal strengths and weaknesses in key skill areas and develop a plan for obtaining the skills they need. They take a "Me Marketing" approach and apply the four "P’s” of marketing - product, pricing, placement, and promotion - to their portfolio.
Prerequisite: MRKT 2000
WKPL2000 Sales & Marketing Placement
The placement is a mandatory component of the Business Sales and Marketing program. Each student is responsible for finding, submitting for approval, contacting, attending and documenting a three-week Internship at the end of the last semester. This will include research reports, approval submissions, progress updates and the review of the Internship. Students develop an understanding of the job and the interview process with their chosen industry.
PROF2000 Sales & Marketing Placement Prep
The placement is a mandatory component of the Business Sales and Marketing program. Each student is responsible for finding, submitting for approval, contacting, attending and documenting a month-long placement at the end of the last semester. This will include research reports, approval submissions, progress updates and a review of the placement. Students will develop an understanding of the job and the interview process within their chosen industry.
SALE2010 Sales Management
Students learn to organize their time in order to develop and profit in a territory. Students also learn the process of negotiations including the different phases involved in the process, and how to build a win-win situation quickly and effectively. In addition, students are also exposed to the many facets of sales management.
SALE2008 Transactional/ Solution Sales Call 2
Students further develop the skills needed to make a successful sales call. Topics will include call preparation rapport-building negotiations, phone calls and follow up communication with the customer through role-play situations.
Prerequisite: SALE 2002
*Courses subject to change.
Loyalist offers flexible learning
You can start your two-year program in September or January
Applicants with a post-secondary diploma or degree may be eligible for direct entry to year two
Turn your diploma into a degree
Many universities across Canada and abroad will provide credit recognition for your diploma studies at Loyalist. The following is a list of agreements that are currently in place. There are many more options, and new agreements are added annually. Contact your university of choice to make individual arrangements.
Algoma University – B.A.; B.B.A.; B.Sc.; Bach. Computer Science
Brock University – various*
Davenport University – B.A. in Marketing or Sports Management
Griffith University – Bach. of Business
Humber College – Bach. of Commerce in:
e-Business Marketing
Fashion Management
International Business
Hospitality and Tourism Management
Institutes of Technology Ireland – various*
Lakehead University – various*
Laurentian University – various*
Laurier Brantford – any honours program
Limerick Institute of Technology
Bachelor of Business Studies (Honours) in Enterprise and Innovation (Year 3)
Bachelor of Business Studies (Honours) in Marketing and Management (Year 3)
Nipissing University – various*
Queen's University – various*
Royal Roads University – Bach. of Commerce in Entrepreneurial Management
Ryerson University – various*
Seneca College – Bach. of Interdisciplinary Studies
University of Fredericton/Husson University – Bach. of Science in Business Administration
University of Ontario Institute of Technology – Bach. of Commerce (Honours); B.A. Adult Education and Digital Technology
University of Waterloo – various*
University of Windsor – various*
Western University – various*
Wilfrid Laurier University – various*
York University – various*
* Various potential degree pathways. Please confirm details with the receiving institution.
Post-grad at Loyalist
Earn a double diploma in another College program, in as little as two semesters
Additional costs, such as travel and parking, may be incurred during placements and job shadowing
Students must budget for a field placement at the end of the fourth semester, which may include relocation
Second Year Third Semester Program Class Trip: Alternative assignments will be issued if travel is hindered by health, personal or legal considerations, etc. However, transportation and accommodation costs for class trips included in the additional program costs/consumables fee are non-refundable.
Bursaries and financial assistance
Loyalist has a number of scholarships, bursaries and academic awards available to students. Our Financial Aid Office can help you explore your options, or assist you with a student loan.
Admission requirements
Required academic preparation
OSSD/OSSGD or equivalent with courses at the general, advanced, (C), (U) or (M) level, AND
Most field placements and field trips will require a valid driver’s licence.
Field trips may require a valid passport.
Prior learning assessment and recognition
Applicants with work experiences or other types of non-credentialed learning may be eligible for credits at Loyalist. Graded credits (as opposed to exemptions) are granted. Click here for more information about our assessment and credit challenge process.
International students
Click here for information about how to apply, international student fees and more.
Campus News
LOYALIST COLLEGE TO OFFER DEGREE PROGRAMS THROUGH LIMERICK INSTITUTE O...
Belleville, Ontario, May 4, 2018 – Graduates of numerous Loyalist College two- and three-year diploma programs now have the opportunity to earn a degree in as little as one academic year through ad... Read More
Loyalist College to Host 4th Annual Empty Bowls Event
Loyalist College is preparing to host the 4th Annual Empty Bowls fundraising event on Saturday, March 29th in support of the Quinte Region Food Share Shelter (QRFSS), a collective of eight area food b... Read More
Start This January at Loyalist College
Why wait until September when you can start the New Year training for a rewarding career?
January start programs at Loyalist College are an excellent opportunity to retrain, build on current creden... Read More
Sales and Marketing is Everyone’s Business
The Loyalist College Business Sales and Marketing program prepares graduates to enter the workforce poised and confident, as professionals who are skilled in presenting, negotiating and marketing.
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Business Sales & Marketing Students To Host Bottle Drive
The Loyalist College Business Sales and Marketing program invites members of the public to please donate their empty bottles in support of Camp Trillium Odd Fellow & Rebekah Island (formerly Garr... Read More
Students in the Business Sales and Marketing program talk about innovative projects they’ve developed at their annual Advisory Committee Student Luncheon.
Belleville, Ontario, May 4, 2018 – Graduates of numerous Loyalist College two- and three-year diploma programs now have the opportunity to earn a degree in as little as one academic year through ad... 
