British Columbia Institute of


MKTG 3321 - Public Relations

Marketing Management Part-time Studies Course

School of Business

Course Details

Designed for anyone in business, government, associations and organizations, responsible for internal and external communication. Learn to fulfill your information and communication assignments with increased confidence and competence. Topics include planning and executing a public relations program; communication techniques, principles of news writing and preparation of news photographs; utilizing the media; press and community relations; external/internal communications and meetings.


MKTG 1102 or equivalent knowledge.





Fall 2015

Below are three offerings of this course for the Fall 2015 term.

CRN 32575

Mon Sep 14 - Sat Dec 05 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 14 - Dec 05 Online


Gary Fowlie

Course Outline




  1. Internet delivery format.
  2. Students must submit email address when registering. To be successful in our online courses, plan to spend 7-10 hours per course each week on your studies, starting Week 1. Our courses are paced and highly interactive with participation requirements weekly. Frequent contributions to asynchronous (not real time) online discussions is required to achieve a passing final grade.
  3. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.

CRN 30732

Tue Sep 15 - Tue Dec 01 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 15 - Dec 01 Tue 17:30 - 20:30 DTC Rm. 410


Fair Gordon

Course Outline



CRN 34848

Fri Oct 02 - Sun Oct 18 2 Weeks

Class Meeting Times

Dates Days Times Locations
Oct 02 Fri 18:00 - 21:00 DTC Rm. 376
Oct 03 - Oct 04 Sat/Sun 09:00 - 17:00 DTC Rm. 376
Oct 16 Fri 18:00 - 21:00 DTC Rm. 376
Oct 17 - Oct 18 Sat/Sun 09:00 - 17:00 DTC Rm. 376


Robin Cook

Course Outline




  1. Class Times: Fridays: 18:00 - 21:00, Saturdays and Sundays: 10:00 - 17:00. No Class on October 9, 10, 11.

Learning Outcomes

Upon successful completion of this course, you should be able to:

  • Identify elements of public relations campaigns, using traditional and new technology resources.
  • Write news releases using the inverted pyramid structure.
  • Prepare media kits with relevant communications tools for various campaigns.
  • List the concepts of issues management and crisis communications.
  • Distinguish between narrative and descriptive bios.
  • Compose bios, fact sheets and PSAs.
  • Identify the purpose and content of effective Q&A sheets.
  • Assess the role of backgrounders.
  • Cite the requirements of media-friendly news photos and correctly prepare cutlines.
  • Develop strategies and skills for crisis communications planning.
  • Define and recognize aspects of SPIN.
  • Communicate accurately and effectively with various publics.

Related Programs

MKTG 3321 is offered as a part of the following programs:

School of Business

  1. Advanced Marketing Management
    Part-time   Certificate
  2. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  3. Marketing Management (Professional Sales Option)
    Part-time   Certificate
  4. Marketing Management (Tourism Management Option)
    Part-time   Certificate
  5. Marketing Management
    Part-time   Certificate
  6. Marketing Management
    Part-time   Diploma
  7. Marketing Management - Customer Relationship Marketing
    Part-time   Associate Certificate
  8. Marketing Management - Marketing Communications
    Part-time/Distance & Online Learning   Associate Certificate
  9. Marketing Management - Public Relations
    Part-time/Distance & Online Learning   Associate Certificate
  10. Nonprofit Management
    Part-time/Distance & Online Learning   Associate Certificate


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Registration is now open for the Fall 2015 term.

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Classroom locations are subject to last minute changes. Please check the Part-time Studies Classroom Locations listing at on the first day of any course you are registered for.

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