Course Overview
In this course, students will explore a variety of concepts, tools, and techniques to generate publicity and earned media opportunities in an increasingly complex digital world—including building and leveraging relationships with the press and traditional/broadcast media, influencers, and customers—for B2B, B2C, and not-for-profit organizations. Students will analyze and plan public relations campaigns across communication channels, considering established digital and social platforms, emerging media environments, events and experiential marketing.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
Domestic fees
$603.84
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, you should be able to:
- Develop customized pitches for various media types.
- Collect and evaluate earned media metrics.
- Identify potential influencers and create outreach plans (including link building).
- Implement best practices for online engagement and building community.
- Compare tools and techniques for social media monitoring and social listening.
- Create reputation management plans, including generating reviews and referrals.
- Analyze the public relations strategies and tactics of a real-world IMC campaign.
- Develop team collaboration skills.
- Develop strong written and oral presentation skills.
Effective as of Fall 2022
Related Programs
Public Relations (MKTG 3321) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Business Administration (General Option)
Diploma Part-time
- Business Administration (Marketing Option)
Diploma Part-time
- Event Marketing and Management Strategy
Certificate Part-time
- Marketing Management
Certificate Part-time
- Marketing Management (Marketing Communications Option)
Certificate Part-time
- Marketing Management - Marketing Communications
Associate Certificate Part-time
- Marketing Management - Public Relations
Associate Certificate Part-time
- Nonprofit Management
Associate Certificate Part-time
Course Offerings
Fall 2026
Below is one offering of MKTG 3321 for the Fall 2026 term.
CRN 50578
Dates
Sep 08 - Nov 28 Loading
- CRN 50578
- $603.84 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 08 - Nov 28 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Fair Gordon
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.
- 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. 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.
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.
Winter 2027
Below is one offering of MKTG 3321 for the Winter 2027 term.
CRN 44692
Dates
Jan 04 - Mar 27 Loading
- CRN 44692
- $603.84 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Jan 04 - Mar 27 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Fair Gordon
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- 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. 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.
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.