British Columbia Institute of


MKTG 3322 - Promotional Strategies

Marketing Management Part-time Studies Course

School of Business

Course Details

Provides the opportunity to develop a complete communications plan from the situation analysis to creative solutions. Reviews the role of strategic planning as it applies to media, creative, sales promotion and research.


MKTG 2203





Winter 2017

Below is one offering of this course for the Winter 2017 term.

CRN 80198

Mon Jan 09 - Sat Apr 01 12 Weeks

Class Meeting Times

Dates Days Times Locations
Jan 09 - Apr 01 Online


Michelle O'Neill

Course Outline




  1. Internet delivery format.
  2. Students must submit an e-mail address at the time of registration. 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.

This course offering is in progress. Please check this page for other currently available offerings or subscribe to receive email updates.

In Progress

Spring/Summer 2017

Below are two offerings of this course for the Spring/Summer 2017 term.

CRN 64746

Tue Apr 11 - Tue Jun 27 12 Weeks

Class Meeting Times

Dates Days Times Locations
Apr 11 - Jun 27 Tue 17:30 - 20:30 DTC


Ron Bertram

Course Outline




CRN 60446

Mon Jun 26 - Wed Aug 09 7 Weeks

Class Meeting Times

Dates Days Times Locations
Jun 26 - Aug 09 Mon/Wed 09:30 - 12:20 BBY SE6 Rm. 102


Fair Gordon

Course Outline





  1. Please be advised that this section will be taught along with the international students enrolled in the Business Management Studies (BMS) program. There will be no classes on Monday, July 3 (Canada Day in lieu) and Monday August 7 (BC Day).

Learning Outcomes

Upon successful completion, the student will be able to:

  • Describe a model of the Integrated Marketing Communications process. Explain the steps in developing a marketing communications program.
  • Explain how the various decisions of the marketing mix influence and interact with advertising and promotional strategy.
  • Describe the advertising regulation system in Canada. Evaluate the ethical perspectives of advertising. Assess the social effects of advertising. Explain the economic role of advertising and its effects on consumer choice, competition, and product costs and prices.
  • Explain the importance of advertising and promotion objectives. Differentiate between marketing objectives and communication objectives. Use a comprehensive framework for setting IMC objectives.
  • Define advertising creativity. Describe the creative strategy planning process. Assess the effectiveness of various types of message appeals and sources.
  • Identify three key decisions for creative tactics. Assess the effectiveness of various creative execution styles.
  • Explain the role and functions of specialized marketing communications organizations.
  • Explain the reasons for measuring promotional program effectiveness. Evaluate alternative methods for measuring promotional program effectiveness.
  • Develop a complete communications plan.

Effective as of Fall 2003

Related Programs

MKTG 3322 is offered as a part of the following programs:

School of Business

  1. Business Administration (Marketing Option)
    Part-time   Diploma
  2. Marketing Management
    Part-time   Certificate
  3. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  4. Marketing Management - Marketing Communications
    Part-time/Distance & Online Learning   Associate Certificate

Books & Supplies

The BCIT bookstore carries textbooks, general reference books, software, and stationery. Please visit for more information.

Winter 2017

Books for Winter 2017 offerings of this course are available in the following BCIT online bookstores. Please choose the bookstore appropriate for the offering you are considering.

BCIT Distance & Online Learning Bookstore

If you are taking this course through either Distance Education or Online Learning, please purchase books for this course at the BCIT Distance & Online Learning Bookstore.

Image not available
Advertising & Promotion (5Th Canadian Ed)
Author Belch
Publisher Mcg/Cn
Copyright 2014
Binding Hardback
ISBN 978-1-25910-689-7
Price $149.95

Spring/Summer 2017

No information on books is currently available for Spring/Summer 2017 offerings of this course.


Interested in being notified about future offerings of MKTG 3322 - Promotional Strategies? If so, fill out the information below and we'll notify you by email when courses for each new term are displayed here.

Contact Information

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If you are interested in taking this course on-campus (classroom delivery only) and would like to see it offered on specific days and/or at specific times, please indicate your preferences below. Day and time suggestions are not applicable to online courses.

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Programs and courses are subject to change without notice.

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Registration News

Registration is now open for the Winter 2017 term.

Web registration is now open for the Spring/Summer 2017 term. Both returning students and new students are encouraged to use the Web to register.

Students may also register by phone, mail or in-person, starting Mon, Feb 20 at 8:00 am (PST).

Classroom Locations

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.

Part-time Studies Financial Aid

Will you be studying at BCIT part-time? Do you need assistance funding your studies? Find out if you qualify for Part-time Studies financial aid ›