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Course details

​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.​


  • No prerequisites are required for this course.





Course offerings

Winter 2023

Below is one offering of MKTG 3321 for the Winter 2023 term.

CRN 44692


Wed Jan 04 - Sat Mar 25 (12 weeks)

  • 12 weeks
  • CRN 44692
  • $544.78
Class meeting times
Dates Days Times Locations
Jan 04 - Mar 25 N/A N/A Online

Fair Gordon

Course outline




Important information
  1. Internet delivery format.
  2. Students are permitted to register up until the first week without approval. Please note that the lecture component for this course is asynchronous; you are not required 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. 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 for a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.

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:

School of Business + Media

  1. Business Administration (General Option)
    Diploma Part-time
  2. Business Administration (Marketing Option)
    Diploma Part-time
  3. Marketing Management
    Certificate Part-time
  4. Marketing Management (Marketing Communications Option)
    Certificate Part-time
  5. Marketing Management - Marketing Communications
    Associate Certificate Part-time
  6. Marketing Management - Public Relations
    Associate Certificate Part-time
  7. Nonprofit Management
    Associate Certificate Part-time


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