Course Overview
This course will provide strategic context for the other tactical courses in the program. The students will learn how to identify a business problem and learn how to develop a marketing objective to solve that problem. Focus will be on analyzing company, industry, consumer and competitive information to provide a sound foundation for developing strategic marketing communications alternatives. Core to the learning will be understanding the difference between strategic and tactical executions and demonstrating how to develop channel agnostic strategies. Additionally, students will learn the components of branding and how to use brand development tools. Students will learn how to position and brand products and services in order to prevent them from being turned into commodities and understand that all marketing communications campaigns serve the larger mission of developing a brand.
Prerequisite(s)
Credits
4.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Discuss the larger context within which marketing communications tactics operate
- Identify business problems and develop marketing objectives to solve those problems
- Analyze company, industry, consumer competitive information to uncover insights
- Develop a plan that demonstrates the difference between strategic and tactical marketing communications executions
- Construct channel agnostic marketing communications strategies
- Discuss that all marketing communications campaigns exist within the broader context of the brand
- Use brand development tools to create brand building strategies
- Prepare a final report that uses brand and campaign strategy to solve a real world business problem
- Develop team collaboration skills
- Develop strong written and oral presentation skills
Effective as of Fall 2021
Related Programs
Brand and Campaign Strategy (MKTG 3517) 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
- Marketing Management (Digital Marketing and Brand Strategy Option)
Diploma Full-time
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.