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.
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 Wednesday, July 1st (Canada Day) or Monday, August 3rd (BC Day).
This course offering is in progress and full. Please check this page for other currently available offerings or subscribe to receive email updates.
In Progress and Full
Below are three offerings of this course for the Fall 2015 term.
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.
Important course information will be sent to you prior to your course start
date. Check your myBCIT email account to
access this information.
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.
MKTG 3322 is offered as a part of the following programs:
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