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Course Outlines

MKTG 3322 Promotional Strategies

School School of Business + Media
Program Marketing Management
Course Credits 3
Minimum Passing Grade 50%
Start Date January 07, 2021
End Date March 25, 2021
Total Hours 36
Total Weeks 12
Hours/Weeks 3
Delivery Type Lecture/Lab
Pre-requisites MKTG 2203
CRN 85417

Acknowledgement of Territories

The British Columbia Institute of Technology acknowledges that our campuses are located on the unceded traditional territories of the Coast Salish Nations of Sḵwx̱wú7mesh (Squamish), səl̓ilwətaɁɬ (Tsleil-Waututh), and xwməθkwəy̓əm (Musqueam).

Instructor Details

Name Fair Gordon
E-mail Instructor to provide
Location none
Office Hours Instructor to provide

Course Description

Provides the opportunity to develop a complete communications plan from the situation analysis to creative solutions. Reviews the role of strategic planning as it applies to media, creative, sales promotion and research.

Course Learning Outcomes/Competencies

Upon successful completion, 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.
  • 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.
  • 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.

Learning Resources

Required: Advertising and Promotion: An Integrated Marketing Communications Perspective the new 7th Edition 2020 by Guolla, Belch and Belch. Earlier editions will not apply to this course. The new text is available in an etext version from the Publisher's website and BCIT's Bookstore (If it is open and operating) for around $99 and includes optional access to Connect and LearnSmart.

The class will be on the Learning Hub/ D2L Platform. Virtual Classes will be held as scheduled and attendance will be taken. Students will still interact with each other online and in teams. There will be team and individual presentations during the course on Virtual Classroom and Video Assignment.

Recommended reading: Strategy Magazine - & the Globe and Mail -, Adweek - & AdAge-

BCIT Library marketing research databases - the student should have knowledge of these databases and how to access them through the BCIT Library online - Library Resources will be indicated on the Learning Hub for this class.

Course Goals

This course is online on the Learning Hub and will build on material covered in MKTG 2203 and further explore how promotional strategies and the creative elements work within the Integrated Marketing Communications plan. Strategic campaigns will be discussed as well as course examples within the text. Students will be able to develop, strategic IMC plan in a team. As the majority of Chapters are covered in MKTG2203, we will not cover all chapters in the textbook in this class although students will have access to all textbook content and quizzes will be on text chapters as this is a new edition of the textbook.. The Midterm will cover the chapters presented to date. Online discussions will be important to successfully completing this course.

Evaluation Criteria

Quizzes on all chapters10% Chapter Quizzes are to be completed as students learn and apply the content of each chapter in the textbook 7th edition

Mid Term


TBD individual Multiple Choice

Team Project

30%Group Presentation 10% and 20% Typed Document - Business Standards. Team Oral presentations ONLINE to include a PowerPoint and written portion of the Term Project must be presented and/or completed and submitted on the due date. Status Reports will be required as teams develop their IMC plan - all count for marks.

Individual Promotional Strategy



Individual IMC project including research and application of message and media tactics for an organization.




Composed of participation, attendance and engagement with the subject matter. Participation marks will be based on completion of quizzes, and contribution to class/team discussions as well as the major team IMC project. The level of participation and contribution observed by the instructor will be the principal factor in determining the marks awarded for participation.

Attendance Requirements

Students must keep up with and complete all the contents of all modules, quizzes, discussions, projects, exams and teamwork.

Course Specific Requirements

Completion of an assigned IMC in a team, with equal participation expected, and completion of an individual IMC assignment is mandatory in this course. Business standards on submitted documents apply.

Other information

All student work will be completed and submitted by the last week's deadline - generally Sunday night by 11:30 PM

Course Schedule and Assignments

Individual IMC presentations and final document submissions.

Material Covered



Due Date

Module 1

  • Introductions
  • Review Integrated Marketing Communications
  • Marketing Communications Plan/Marketing Mix

Chapter 1

IMC Plan Review


Discussion 1

Sunday 11:30 PM

Module 2

  • Advertising Agencies and IMC Planning

Chapter 2

Creative Brief Example

Quiz 2 due

Discussion 1 closes

Sunday 11:30 PM

Module 3

  • Creative strategy decisions
  • Creative tactic decisions
  • Mid-Term in-class first thing Chapters covered

Chapter 4

Chapter 5

Quiz 4 and 5 due

Discussion 2 opens

Team project due last week of class

Sunday 11:30 PM

Module 4

  • Creative Brief
  • Media Review
  • Social Media

Group IMC Project assigned

Chapter 6

Creative Brief

Quiz 6 due

Individual IMC Assignment is given

Discussion 2 closes

Sunday 11:30 PM

Module 5

  • Positioning and Brands

Chapter 7

Quiz 7 due

Discussion 3 opens

Stage 1 and Creative Brief

Team IMC PowerPoint Presentation and submission stages assigned

Sunday 11:30 PM

Stage 1 due

Module 6

  • Integrated Communications Plan Development
  • Internet
  • Social Media strategies

Chapter 8

Stage 2

Discussion 3 closes

Midterm Week

due11:30 PM Sunday

available all week

Quiz 8 due

Stage 2 Team IMC

Sunday 11:30 PM

Module 7

Individual IMC project

Chapter 18, Review 9

Individual Assignment due

Individual IMC project submission including a presentation on Video Assignment

Discussion 4 opens

Stage 3

All quizzes are open until the last day of course

Sunday 11:30 PM

Stage 3 Team IMC

Module 8

IMC Case Studies

Storyboard Team Assignment includes video presentation on Video Assignment part of Stage 4

Case Studies

Review , 11, 12, 17

Stage 4

Discussion 4 closes

Stage 4 Team IMC

11:30 PM Sunday

Module 9

IMC Case Studies

Case Studies

Review only 13, 14,

Discussion 5 opens

Stage 5

Stage 5 Team IMC

11:30 PM Sunday

Module 10

Creative Elements of IMC plans submission concepts

Examples supplied by Instructor

Review only 15, 16,

Discussion 5 closes

Stage 6

Stage 6 Team IMC

11:30 PM Sunday

Module 11Creation of submission concepts for the pitch to clients - working on final Team IMC plan document Stage 7Stage 7 Team IMC
Module 12Final Team Presentation on Video Assignment

Final Team IMC Plan

Peer Review Assignment

Final all week

Peer Review Due

Course topics

All course topics will be covered in the 12 modules, Some chapters may only be reviewed as students have taken MKTG2203 that uses the same textbook. As we have a new 7th edition not everyone will have seen this one. Please note that this course uses the 7th edition only and not the 6th edition. Students are expected to view the content in all modules.

All Virtual Classes will take place weekly with the instructor online on the Learning Hub platform.

BCIT Policy

Any student who needs special assistance in the event of a medical emergency or building evacuation (either because of a disability or for any other reason) should promptly inform their course instructor(s) and Accessibility Services of their personal circumstances.

Human Rights, Harassment and Discrimination:
The BCIT community is made up of individuals from every ability, background, experience and identity, each contributing uniquely to the richness and diversity of the BCIT community as a whole. In recognition of this, and the intrinsic value of our diversity, BCIT seeks to foster a climate of collaboration, understanding and mutual respect between all members of the community and ensure an inclusive accessible working and learning environment where everyone can succeed.

Respect, Diversity, and Inclusion is a supportive resource for both students and employees of BCIT, to foster a respectful learning and working environment. Any student who feels that they are experiencing discrimination or harassment (personal or human rights-related) can confidentially access this resource for advice and support. Please see Policy 7507 – Harassment and Discrimination and accompanying procedure.

Students should make themselves aware of additional Education, Administration, Safety and other BCIT policies listed at

Guidelines for School of Business + Media

Students must successfully complete a course within a maximum of three (3) attempts at the course. Students with two attempts in a single course will be allowed to repeat the course only upon special written permission from the Associate Dean. Students who have not successfully completed a course within three attempts may not be eligible to graduate from their respective program.

Regular attendance in lectures and labs is seen as integral to student success, therefore, attendance in class is monitored. Unexcused absences in excess of 10% of the time prescribed for this course may result in the assignment of a failing grade. Attendance may be taken at any time during class. A student not present for attendance will be marked absent. A student who leaves class for a period of time deemed excessive by the instructor may be considered absent regardless of whether they are present when attendance is taken.

In case of illness or other unavoidable absence, students must communicate with the instructor, or the appropriate Program Head, as soon as possible (preferably in advance) indicating the reason for the absence. Students who are seeking accommodation for a medical absence must have a BCIT-approved medical certificate ). For other absences, students must be prepared to provide appropriate supporting documentation.

A student who has unexcused absences in excess of 10% of the time prescribed for the course by the Withdrawal Deadline is considered to have ‘Vanished’ and will be assigned a grade of ‘V’. In these cases, no further work will be graded.

These requirements are set out in accordance with BCIT Policy 5101 Student Regulations. More information regarding withdrawals from PTS courses is available at


I verify that the content of this course outline is current.
Fair Gordon, Instructor
November 22, 2020

I verify that this course outline has been reviewed.
Tracey Renzullo, Program Head
November 25, 2020

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
November 25, 2020

Note: Should changes be required to the content of this course outline, students will be given reasonable notice.