COURSE CURRICULUM

The Marketing & Consumer Culture Specialization within the Bachelor of Business Administration or Business Administration joint-major program at Trent University is designed for students interested in understanding consumer behaviour, branding, advertising, and modern marketing practices. To complete this specialization, students must earn 4.0 credits with a minimum grade of 65% in each course, ensuring strong academic performance in marketing-focused business studies. The core 2.5 ADMN credits include foundational and advanced marketing courses such as Introduction to Marketing, Managerial and Market Research, Advertising, Retail Marketing, and Branding. These courses help students understand how markets operate, how consumers make decisions, and how organizations build and manage strong brand identities. The remaining 1.5 credits are selected from complementary business areas, including communications in organizations, operations management, organizational analysis, online marketing, or field placement experience, allowing students to apply marketing knowledge in practical or interdisciplinary contexts. Overall, this specialization develops strong skills in strategic communication, market research, digital and traditional advertising, and consumer insight analysis. Graduates are well prepared for careers in marketing, advertising, brand management, digital media, public relations, and retail strategy, as well as roles in business development and consumer-focused industries where understanding audience behaviour is essential.