The Bachelor of Commerce at Gustavson School of Business, University of Victoria, allows students in their fourth year to specialize in Service Design, Marketing & Management. This specialization empowers students to lead and transform service-oriented businesses by managing people, processes, physical environments, and technology with a systems perspective. The program emphasizes service excellence and the design and delivery of value-adding services at every touchpoint, making relationship-building with customers and employees central to organizational success. Learning is hands-on, involving real-business projects, data analysis, and practical application of service management principles to drive organizational improvement and deliver standout customer experiences. Graduates pursue careers such as customer experience/marketing managers, human resources managers, project managers, and quality managers. The undergraduate BCom integrates major business disciplines across four years and requires successful completion of defined coursework, electives, and a specialization module.