Marketing (MKTG)
The bridge across is better known as Marketing. The process of turning
your ideas into products, finding the right price for the product, getting it
to the market, and communicating your product’s benefits to your
customers – that is Marketing.
At its core, marketing is about giving the customer what they are looking
for. Not only do you have to know your consumer to find out exactly
what it is they are looking for, you also have to find ways to create
something of value for your customer that will keep them coming back in
the future.
Marketing is about turning your brilliant ideas into reality. And the reality
is that there is much to know about consumer behaviour, marketing
research, new product development, distribution, pricing, and integrated
marketing communications. Only when you understand where these
pieces fit, will you know how to get your idea across to the market.
The goal of our marketing curriculum is to provide you with the tools to help bridge the gap from idea to reality. The
foundations for the bridge are created in the introductory Marketing course (MKTG 317), which will cover the basic
concepts needed to become a marketer. With this foundation built, you can then develop specific skills in Marketing,
with numerous options available; including International Marketing, Retail Management, Marketing Communications,
Sports Marketing, Marketing Planning, Consumer Behaviour, Business to Business Marketing, and many more. As a
Haskayne Marketing major, you will develop analytical skills, learn how to conduct research and implement strategy.
This skill set will prepare you for not only the job market but also the ability to market yourself to potential employers
Contact: Area Chair (403) 220-3998
Common Myths about Marketing
#1 You sit around and talk about advertisements
While it is fun to criticize and enjoy television advertisements, much of that creativity is beyond the control of a real
marketer. If you major in marketing, you will find out how difficult it is to create those advertisements, and learn what
skills it will take to create a strong marketing plan to turn ideas into reality.
#2 Marketers are all free spirits who aren’t concerned about the bottom line.
Without the sales forecast and actual sales revenue generated by marketing, there is no bottom line to account for.
There is no money to count or balance without the revenue created by sales.
#3 That we need to “sell” you on Marketing in this brochure.
Sales, as you might already know, is a small part of marketing. While it is important, you must understand what
marketing is or you won’t have anything to sell. You are reading this hopefully because you want to know more, and
you want to know what careers and work you might have with Marketing as your major.
Profile of a Marketing Graduate
Nature of Work and Types of Jobs
Marketing graduates are not easily compartmentalized. There is no
‘typical profile’ of a Marketing graduate. Marketers can and do work
in any industry, as every firm needs to understand the market to
survive. Industries where marketers excel include:
 Banks, insurance companies
 Oil and Gas exploration firms
 Retail
 Technology
 Any firm with a product/service/idea
Market Research Analyst
 Interact with clients from varying
industries, and determine the scale
of scope of research projects.
 Analyze surveys, focus group
transcripts and other data; in order
to create reports making
recommendations to clients.
 Investigate the true drivers of
marketing issues in firms such
customer service, brand
awareness, and service quality.
Related Associations
Canadian Marketing Association (CMA) – Calgary Chapter
With over 500 active members, the CMA represents companies from
diverse industries and represents emerging marketing techniques and
business issues affecting Marketing and Communication
Professionals. To learn more, visit www.calgarycma.com
Student Club
Alliances in Marketing (AIM)
AIM is a student organization that exists to promote relationships
between students, faculty, and the marketing community. AIM also
provides members with opportunities to learn more about the many
facets of marketing.
Brand Manager
 Plan, develop and direct the
marketing efforts for a particular
product line or brand.
 Coordinate working groups to
deal with issues surrounding
packaging, research and
promotion.
 Design and create public relations
and media campaigns.
 Present new product ideas to
internal and external stakeholders.
www.ucalgary.ca/~aim
Positions Obtained by Recent
MKTG Graduates
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Account representative
Business analyst
Category development account
manager
Public relations coordinator
Market analyst
Marketing consultant