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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.​

Prerequisite(s)

  • No prerequisites are required for this course.

Credits

3.0

Cost

$556.49

Course offerings

Fall 2023

Below are two offerings of MKTG 3321 for the Fall 2023 term.

CRN 32575

Duration

Mon Sep 11 - Sat Dec 02 (12 weeks)

  • 12 weeks
  • CRN 32575
  • $556.49
Class meeting times
Dates Days Times Locations
Sep 11 - Dec 02 N/A N/A Online
Instructor

Fair Gordon

Course outline

View

Cost

$556.49

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. Students are permitted to register up until the end of the first week without approval. 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. 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, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
Status

In Progress

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

CRN 50578

Duration

Tue Sep 19 - Sat Dec 09 (12 weeks)

  • 12 weeks
  • CRN 50578
  • $556.49
Class meeting times
Dates Days Times Locations
Sep 19 - Dec 09 N/A N/A Online
Instructor

TBD

Course outline

View

Cost

$556.49

Important information
  1. Internet delivery format.
  2. Internet delivery format. 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. 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.
Status

Cancelled

This course offering has been cancelled. Please check back next term or subscribe to receive email updates.

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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