Skip to main content

Introduction to Marketing Communications MKTG 2202

Marketing Management Course

Course details

​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.






Course offerings

Winter 2023

Below is one offering of MKTG 2202 for the Winter 2023 term.

CRN 90708


Wed Jan 04 - Sat Apr 01 (13 weeks)

  • 13 weeks
  • CRN 90708
  • $603.23
Class meeting times
Dates Days Times Locations
Jan 04 - Apr 01 N/A N/A Online

Fair Gordon

Course outline






Important information
  1. Internet delivery format.
  2. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
  3. Please note that the lecture component for this course is asynchronous, not requiring you to meet each and every 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. 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.

In Progress

This course offering is in progress. Please check back next term or subscribe to receive email updates.

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:

School of Business + Media

  1. Marketing Management
    Certificate Part-time
  2. Marketing Management (Marketing Communications Option)
    Certificate Part-time
  3. Marketing Management
    Diploma Full-time
  4. Marketing Management (Entrepreneurship Option)
    Diploma Full-time
  5. Marketing Management (Marketing Communications Option)
    Diploma Full-time
  6. Marketing Management (Professional Real Estate Option)
    Diploma Full-time
  7. Marketing Management (Professional Sales Option)
    Diploma Full-time
  8. Marketing Management (Tourism Management Option)
    Diploma Full-time
  9. Marketing Management - Marketing Communications
    Associate Certificate Part-time
  10. Marketing Management - Public Relations
    Associate Certificate Part-time
  11. Marketing Management - Sales Skills
    Associate Certificate Part-time
  12. Nonprofit Management
    Associate Certificate Part-time
  13. Sustainable Event Management
    Certificate Part-time


Interested in being notified about future offerings of Introduction to Marketing Communications (MKTG 2202)? If so, fill out the information below and we'll notify you by email when courses for each new term are displayed here.

  • Privacy Notice: The information you provide will be used to respond your request for BCIT course information and is collected under Section 26(c) of the Freedom of Information and Protection of Privacy Act (FIPPA). For more information about BCIT’s privacy practices contact: Associate Director, Privacy, Information Access & Policy Management, British Columbia Institute of Technology, 3700 Willingdon Ave. Burnaby, BC V5A 3H2, email: