Course Overview
This course provides the opportunity to develop a complete communications plan from the situation analysis to creative solutions. It reviews the role of strategic planning as it applies to media, creative, sales promotion and research, and examines those areas of promotion where each fit in the promotional mix and when would each best be applied.
Prerequisite(s)
- 50% in MKTG 1102
Credits
4.0
Domestic fees
$683.55
International fees are typically 3.4 times the domestic tuition. Exact cost will be calculated upon completion of registration.
Learning Outcomes
Upon successful completion of this course, 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.
- 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.
- 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.
- Cultivate proactive groupthink conduct such as: responsibility, accountability and professionalism that foster team spirit and success.
Effective as of Winter 2023
Related Programs
Introduction to Marketing Communications (MKTG 2202) is offered as a part of the following programs:
- Indicates programs accepting international students.
- Indicates programs eligible for students to apply for Post-graduation Work Permit (PGWP).
School of Business + Media
- Business Administration (General Option)
Diploma Part-time
- Business Administration (Marketing Option)
Diploma Part-time
- Marketing Management
Certificate Part-time
- Marketing Management (Marketing Communications Option)
Certificate Part-time
- Marketing Management
Diploma Full-time
- Marketing Management - Marketing Communications
Associate Certificate Part-time
- Marketing Management - Public Relations
Associate Certificate Part-time
- Media Techniques and Marketing Communications
Certificate Part-time
- Nonprofit Management
Associate Certificate Part-time
Course Offerings
Fall 2026
Below are two offerings of MKTG 2202 for the Fall 2026 term.
CRN 50159
Dates
Sep 08 - Dec 01 Loading
- CRN 50159
- $683.55 Domestic fees
Class meeting times
Duration
14 weeks
Instructor
TBD
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- The learning portion of this course is asynchronous, but the exams will be in-person at the downtown campus: Midterm Tuesday October 20th and Final Tuesday December 01 - both at 5:30 pm PST.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
CRN 50160
Dates
Sep 08 - Dec 01 Loading
- CRN 50160
- $683.55 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 08 - Dec 01 | Tue | 17:30 - 21:15 | Downtown DTC Rm. 635 |
Duration
13 weeks
Instructor
Tom Chan
Course outline
Important information
- 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 is held in-person at the downtown campus on Tuesday evenings at 5:30pm PST. To be successful in this course, plan to spend 7-10 hours per week on your studies, starting week 1. I
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.