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 and COMM 1103





Fall 2015

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

CRN 38356

Wed Sep 09 - Wed Dec 02 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 09 - Dec 02 Wed 17:30 - 20:30 DTC Rm. 682


Fair Gordon

Course Outline




  1. No class on November 11

This course offering is in progress. Please check back next term or subscribe to receive email updates.

In Progress

CRN 40194

Mon Sep 14 - Sat Dec 05 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 14 - Dec 05 Online


Michelle O'Neill

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.
  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 back next term or subscribe to receive email updates.

In Progress

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.

Related Programs

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

School of Business

  1. Advanced Marketing Management
    Part-time   Certificate
  2. Business Administration (Marketing Option)
    Part-time   Diploma
  3. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  4. Marketing Management
    Part-time   Certificate
  5. Marketing Management
    Part-time   Diploma
  6. Marketing Management - Marketing Communications
    Part-time/Distance & Online Learning   Associate Certificate
  7. Media Techniques and Marketing Communications
    Part-time   Certificate


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Contact Information

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Registration News

Registration is currently open for the Fall 2015 term.

The sneak preview for the Winter 2016 term starts Fri, Oct 23 at 8:30 am (PDT). Web registration for the Winter 2016 term will open Sun, Oct 25 at 9:00 am (PDT).

Students may also register by phone, mail or in-person, starting Mon, Oct 26 at 8:00 am (PDT).

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.

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