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. (3.0 Credits)
This course offering is in progress. Please check back next term or contact the appropriate Program Assistant [PDF] to determine when this course will be offered again.
This course offering is in progress. Please check back next term or contact the appropriate Program Assistant [PDF] to determine when this course will be offered again.
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 class on Monday, July 1 (Canada Day) or Monday, August 5th (BC Day)
NOTE: Weeklong courses are intensive due to the reduced time for independent study between classes. Students are advised to plan for several hours of study after class on Monday, Tuesday, Wednesday and Thursday during the course. Students are expected to pre-read the chapter and course material to be covered prior to each class. Limited time will be spent discussing materials covered in prerequisite MKTG 2203, it is anticipated students have covered and know that material.
Status
Fall 2013
Below is one offering of this course for the Fall 2013 term.
This section is only available for registration starting Sun, May 26 at 9:00 am (PDT)
Sneak Preview
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:
Registration is currently open for the Spring/Summer 2013 term.
A sneak preview of Fall 2013 term courses is also available here. These courses are available for Web
registration starting only starting Sun, May 26 at 9:00 am (PDT).
Students may also register by phone, mail or in-person, starting Mon, May 27 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 www.bcit.ca/rooms on the first day of any course you are registered for.