Business Sales and Marketing (SALE)
Available as a two-year program
"I am very thankful for my experience at Loyalist. I visited the College in the spring of 2006 to better understand the Business Sales & Marketing program. Program Coordinator Brad Baragar then spoke to all of the potential students and shared his passion for the program. I knew that faculty members would provide me with a challenging and fulfilling education, which led to my decision to enrol in the program."
- Business Sales and Marketing – 2008
- Sales and Marketing Associate with Anchor Concrete Products
"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."
- 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. "
- Business Sales and Marketing – 2014
- Marketing Assistant, Riocan Management Inc. at Tanger Outlets in Ottawa
"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. "
- Business Sales and Marketing 2012
- Sales Support Assistant, Impacto Protective Products Inc.
- Program Code
Two-year Ontario College Diploma
- Start Date
September and January
Find your career
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.
Our grads get great jobs
- Marketing Assistant, Riocan Management Inc., Tanger Outlets, Ottawa
- International Sales Manager, Nomis Design
- Sales Consultant, Ottawa 67’s
- 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.
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.
- 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.
- 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.
- SALE1010 Sales, Branding & Public Relations
- 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.
- GNED General Education Elective
- General Education Courses
- First Year - Semester Two
- COMP1022 Business Computer Applications 1
- 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.
- GNED General Education Elective
- General Education Courses
- Second Year - Semester Three
- SALE2005 Business-to-Business Presentations
- 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.
- 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.
- MRKT2000 Social Media &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.
- 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.
- GNED General Education Elective
- General Education Courses
- Second Year - Semester Four
- SALE2011 Business to Business Presentations 2
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
- Specialize with a post-graduate certificate in Sports and Entertainment Sales and Marketing
How much will it cost?
Approximate costs (2018 – 19)
- Domestic Tuition/Ancillary Fees: $4,322.54 (two semesters)
- Additional Program Costs: Year two: $1,295
- 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.
Required academic preparation
- OSSD/OSSGD or equivalent with courses at the general, advanced, (C), (U) or (M) level, AND
- Grade 12 English (C) level or equivalent
- 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.
Click here for information about how to apply, international student fees and more.
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