Telling Our Stories: UPEI eMBA

Marsha Doiron MBA - VP Marketing & Development Coach Atlantic Group

Marsha Doiron had a successful career in sales and marketing before going to UPEI School of Business, where she was looking to expand her skills in strategy planning, operations and accounting - the business skills that you need to run a business. In fact, she had been working in the tourism industry for more than 15 years, most of them in the transportation sector. So, what made this married mother of three, who was already working a full time job at Holland College decide that pursuing her EMBA at UPEI was the right choice? “I was always on the lookout for any opportunity and I thought it would help move my career forward.” And she was right.

Marsha has always been very passionate about the Island and all that it has to offer so when it came time to go back to school leaving PEI was not an option for her. “UPEI is in my own backyard and the program is fantastic. Why would I ever leave? Why would I want to go anywhere else?”

Like many people considering the EMBA program, Marsha had a moment of doubt. Could she do this? She was already a full time working mother, how would she balance adding a full time school program into the mix? Marsha, who has earned a reputation amongst her peers as a ‘go-getter’ who is never satisfied with the status quo didn’t let a little bit of doubt slow her down. “Loving what you do makes it all worthwhile, no matter the stress or challenge that you’re faced with.” Marsha is quick to credit her years pursuing her EMBA for making her a stronger person both intellectually and mentally. “Don’t let the ‘what ifs’ hold you back!”

Marsha’s EMBA has given her the tools and the knowledge that she needs in her day to day work as Vice President Marketing & Development for Coach Atlantic Group, including a greater understanding of product development, market segments and cost analysis. In 2015 Coach Atlantic Group expanded and modernized their fleet due to marketplace demand and in 2016 they are currently working on new tour offerings, business growth and implementing new processes within the organization - which includes business excellence training to help them gel as a uniform leadership team. Coach Atlantic Group has experienced significant growth since Marsha joined the company in 2012.

When Marsha accomplishes one thing, she quickly moves on to the next. Her entrepreneurial spirit, dedication and enthusiasm are contagious. She exudes an incredible passion for the tourism industry and its potential here on PEI and if you ask her she will tell you that she is motivated by the people, the busses and the Island. “The possibilities are pretty much endless.”


“There’s always room for learning. Your mind should never get stale.”

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