Course Overview
In this course students will identify the core components of an Integrated Marketing Communication Strategy for a business unit, and its' vital linkage with a business strategy. Through an in-depth analysis of a real estate market opportunity, students work in teams to identify an opportunity and develop a multi-platform Marketing Communication Strategy within a specific geographic market for a specific real property asset in typically, unpredictable market conditions. Students will be able to articulate, and strategize for, the core purpose of every Integrated Marketing Communication Strategy: to deliver optimum profitability to the seller through the implementation of a comprehensive sales strategy.
Prerequisite(s)
- Acceptance into the Advanced Diploma Professional Real Estate Program
Credits
4.0
- Retired
- This course has been retired and is no longer offered. Find other Flexible Learning courses that may interest you.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Examine the various components of IMC and how companies organize for IMC.
- Describe the role of consumer behaviour and target audience decisions in developing an IMC campaign.
- Explain and identify the elements of the communication response model process and how it fits within marketing communications.
- Recognize the value of setting different types of objectives – marketing, behavioural and communications.
- Examine and explain the concepts of market positioning strategy and market position.
- Examine the importance and role of creativity in an advertising communication context.
- Evaluate the importance of measuring the effectiveness of creative messages.
- Describe the components of a media plan.
- Develop and implement a variety of media strategies including budgeting.
- Summarize and comprehend the strengths and weaknesses of a variety of communication tools including TV, radio, print and out of home.
- Evaluate and recommend how to use communications tools such as sale promotion, public relations, direct and internet to strengthen the IMC messasge and increase effectiveness.
- Develop the objectives, strategies and tactical components for sale promotion, public relations, direct and internet tools.
- Apply key IMC issues related to sale promotion, public relations, direct and internet tools.
- Develop awareness and understanding of the advertising regulation system in Canada.
- Evaluate the ethical perspective and social effects of advertising.
- Integrate the course learning into a real estate focused Integrated Marketing Communications Plan.
Effective as of Winter 2020
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.