- International Fees
International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
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
$653.75
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
Winter 2026
Below are two offerings of MKTG 2202 for the Winter 2026 term.
CRN 91691
Dates
Jan 05 - Apr 04 Loading
- CRN 91691
- $653.75 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Jan 05 - Apr 04 | N/A | N/A | Online |
Duration
13 weeks
Instructor
Tom Chan
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Internet delivery format.
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- Please note that the lecture component for this course is asynchronous, not requiring you to meet each week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Please check the following link to ensure you meet the computer requirements for the class. www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist and please include your full name and student ID.
Status
CRN 90708
Dates
Jan 05 - Apr 04 Loading
- CRN 90708
- $653.75 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Jan 05 - Apr 04 | N/A | N/A | Online |
Duration
13 weeks
Instructor
Fair Gordon
Course outline
Important information
- Internet delivery format.
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- Please note that the lecture component for this course is asynchronous, not requiring you to meet each week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Please check the following link to ensure you meet the computer requirements for the class. www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist and please include your full name and student ID.
Status
Programs and courses are subject to change without notice.