Diploma in Sales and Marketing

Abbotsford (604) 625-1150 / admissions@abb.ashtoncollege.ca Send Inquiry
Vancouver (604) 283-2028 / admissions@van.ashtoncollege.ca Send Inquiry

The Diploma in Sales and Marketing provides students with the opportunity to specialize in these two essential areas of business. Program curriculum includes courses from the Canadian Professional Sales Association (CPSA) knowledge base for certification.

The Diploma in Sales and Marketing incorporates current business concepts and real-life examples to illustrate a global view of the corporate sales and marketing environment. The selected courses provide students with the necessary knowledge and practical skills applicable to this setting.



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Overview Admission Requirements Program Formats and Duration Upcoming Dates Course Descriptions Program Materials Fees

Throughout the program, students are encouraged to share ideas and work together. Ashton’s faculty and industry experts stress the ability to work effectively in a team-based environment by including group assignments and class discussions. The students develop a solid foundation in sales and marketing and learn to apply their knowledge through presentations, role-plays and debates. 

Professional Sales Certificate from CPSA

The curriculum includes specialization from the Canadian Professional Sales Association (CPSA) knowledge base for certification. Upon successful completion of the program, students qualify for the Diploma in Sales and Marketing from Ashton College and receive the Professional Sales Certificate from CPSA.

Applicants must be:

  1. High school graduates or 19 years or older at the start of the applicant’s program or course; and
  2. Proficient in English (please see policy 1002).

For more details, please see related Admissions Policy.


This program is offered in-class, delivered from our Vancouver and Abbotsford campuses.


720 hours (6 months).


May 15, 2017 – November 02, 2017

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July 10, 2017 – January 10, 2018

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DSM 01: Introduction to Accounting

Introduction to Accounting presents accounting concepts within the context of Canadian business. Students explore accounting information’s role in the decision-making process and learn how to use accounting information in a variety of decision situations. Introduction to Accounting is concerned with the analysis and use of accounting data. Upon completion of this course, students will possess a basic understanding of the use of accounting information in the preparation of financial statements and documents and be able to apply the theories and concepts of accounting through analysis to develop effective accounting competencies.

DSM 02: Strategic Management

Strategic Management seeks to understand the challenges and the environment in which the business operates, the direction the management intends to head, the strategic plans for getting the enterprise moving in the intended direction and the tasks of implementing the chosen strategy successfully. This course is intended to provide students with a range of frameworks, concepts, and tools that can assist them in their efforts to analyze complex business situations, reach conclusions, develop and evaluate alternatives, and recommend specific courses of action to respond to such situations.

DSM 03: Financial Management

This course has been developed to provide students with a broad familiarity with the field of financial management. Particular attention is given to the following topics: valuation of cash flows, time value and money, source and application of funds, common shares, cost of capital, budgeting, short and long term funding of new business opportunities, and managing international risks. Case histories are used to develop an understanding of financial analysis as a precursor to policy formulation. Students learn how to integrate financial analysis with other aspects of business. Upon completion of this course, students will be aware of the responsibilities of Financial Managers, be knowledgeable of the role that financial decision making plays within a firm and within the economy, possess the skills necessary to analyze typical business situations from a financial perspective, and have the ability to make appropriate financial management decisions.

DSM 04: Business Communication

The ability to communicate is an extremely important part of a manager’s role. This hands-on course covers communication theory, aspects of written communication, and it introduces students to public speaking. Upon completion of this course, students will be able to: provide clear communication of both written and verbal messages; write error free business-related documents necessary to develop and maintain a career; research, prepare and write a formal report or proposal; and research, prepare, and deliver an oral presentation, including the necessary graphics.

DSM 05: Canadian Business Law

This course is designed to provide students with an overview of Canadian Business Law and an understanding of basic legal terminology. The major emphasis is on Contract Law, since contracts are the foundation of all commercial transactions. Upon completion of this course, students will be able to: distinguish and compare major philosophical bases for the legal system, understand the common law system especially stare decisions, demonstrate a simple understanding of various types of private law, detail the basic elements of the Canadian Court System, learn and apply the case study method to various fact situations, and define various torts, defenses thereto and the remedies available.

DSM 06: Introduction to Management

This is an introduction to the basic characteristics of business and management concepts. Modern management theory and practice are studied through the review of the functions of management using a systems approach. The current issues of business ethics, environmental concerns, international management, women in management, and the political environment are reviewed. Specific management functions such as planning, organizing, motivating, controlling, and decision-making will be examined using the case study approach. The emphasis will be on analysis and decision-making. The student will examine the major stages in an organization’s evolution and the key decisions which arise at each stage. This course covers the nature of managerial concepts, managerial functions, and organizational structure with emphasis on current issues.

DSM 07: Marketing 1

This course provides an experienced-based approach to marketing theory and its practical application. This course introduces students to the essentials of marketing critical to managing profitable customer relationships in today’s dynamic and connected environment. During this course students will study issues that are shaping contemporary marketing practices. Among these issues are price strategy and price strategy, distribution channels, wholesaling and retailing, promotion methods, public relations, global marketing, and not-for-profit marketing. Students investigate, discuss and report their findings to the class.

Upon completion of this course, students will be able to describe the major trends and issues confronting marketing practices, define the impact of external influences on marketing mix strategies, explain the role of consumer behaviour with respect to the development of marketing strategies, identify the steps in organizational buying and procurement, describe market segmentation strategies, and product strategy and management.

DSM 08: Marketing 2

This course is intended to expand the students’ understanding of how to identify alternatives and make sound marketing decisions. This course focuses on the major decisions to harmonize the organization’s objectives, capabilities, and resources with marketplace needs and opportunities. Students will learn contemporary issues in marketing such as: market-oriented strategic planning, market environment scanning, market positioning strategies and differentiation, branding formulation and implementation. Students will examine the strategic concepts and tools that guide how a firm chooses its target markets, develops a value proposition for its target customers, and successfully differentiates from competitors. The course will include a mixture of lectures, discussions, cases, readings and exercises to examine how product and service decisions are designed to deliver the value proposition, how pricing captures customer value, how brands are positioned through integrated marketing communications, and how marketing channels are used to make this value accessible to target customers.

DSM 09: Sales 1

This course provides comprehensive coverage of consultative selling, strategic selling, relationship selling, partnering, value-added selling, and sales force automation developing a presentation strategy and management of self and others. These are the major developments that have transformed selling from “peddling” to a new level of professionalism that has dramatically changed the way products and services are sold around the world. This course teaches students to build upon past improvements in selling and adjust to the changes that have accompanied the age of information. Students investigate, discuss, and report their findings to the class. They develop a written report of the personal selling implications inherent in the ongoing operation of a business. Each student delivers an oral presentation of this plan.

DSM 10: Sales 2

During this course students will study the important changes that are impacting selling and sales management today. This course explores the role and responsibilities of the sales manager in light of the changing sales environment, the competencies needed for sales management success, and the strategy planning process within organizations. The three interrelated processes that sales managers are responsible for (developing, implementing, and evaluating the strategic sales program) are also discussed.

DSM 11: Fundamentals of Human Resources

Human Resources Management supports all of the activities related to challenges facing Canadian organizations in the context of managing their workforce. This course is both theoretical and practical in its organization and discusses how human resources departments are organized and function. Upon completion of this course, students will be aware of professional practices, organizational effectiveness, staffing, and training in the field of human resources. This course will include a group simulation project in an existing HR environment.

DSM 12: Public Relations

This course is designed to offer students the history, key theories, concepts and tasks of public relations. Students will study major definitions, models, principles, perspectives, and practices to identify the objectives of public relations as well as major trends and developments.

Please note, the program costs do not include the cost of textbooks. Students are responsible for purchasing their textbooks and should note that textbooks may take up to three weeks to be delivered by providers.

Tuition fees for this program are due and payable at least 30 days prior to the cohort start date. Students with guaranteed funding arrangements will be exempt from this requirement provided that they produce documentary proof at least 30 days prior to the cohort start date.

All formats of the program are eligible for Canada Student Loans, other forms of government funding, and bank financing. However, students are responsible for making their own funding arrangements and are advised to contact the relevant funder well in advance of the start date to make an application.

Application and tuition fees for this program are as follows:

  • Application fee: $150 (Domestic Students) or $200 (International Students)
  • Tuition fee (Domestic): $7,400
  • Tuition fee (International): $8,500

Note: Tuition fees do not include the cost of required textbooks.