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.
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.
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).
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:
Books for Spring/Summer 2015 offerings of this course are available in the following BCIT
online bookstores. Please choose the bookstore appropriate for the offering
you are considering.
BCIT Burnaby Bookstore
If you are taking this course, but are not taking it through either Distance
Education or Online Learning, nor at the BCIT Downtown Campus (DTC), please purchase books for this course at the BCIT Burnaby Bookstore.
Advertising & Promotion (5Th Canadian Ed)
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