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)
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 Fall 2013 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: An Integrated Marketing Communications Perspective, with Connect Access Card Fourth Canadian Edition
George Belch, Michael Belch, Michael Guolla
McGraw-Hill Ryerson Higher Education
No information on books is currently available for Winter 2014 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.