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Course Outlines

MKTG 1342

Trade/Consumer Show Marketing

School School of Business + Media
Program Marketing
Course Credits 3
Minimum Passing Grade 50%
Start Date November 12, 2021
End Date November 21, 2021
Total Hours 30
Total Weeks 3
Hours/Weeks 10
Delivery Type Lecture/Lab
CRN 43302

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 Fawn Mulcahy
E-mail Instructor to provide
Location n/a
Office Hours Instructor to provide

Course Description

Trade and consumer shows require a surprising amount of creativity, planning and budget. There are many steps and moving parts that a planner must consider to fully leverage the marketing and resource investment in these types of events. This course examines how a trade/consumer show can be an effective marketing tool for businesses of all sizes. From the physical booth to staffing, this course covers how to position a trade or consumer show as an active marketing tool within a business' overall marketing strategy. A key component of this course will be the development of a major project involving the presentation of a strategic plan for a trade/consumer show.

Course Learning Outcomes/Competencies

Upon successful completion of this course, the student will be able to:

  • Explain the role of trade or consumer shows as a promotional strategy and how these events play an important part of an overall integrated marketing communications plan
  • Identify the process of researching, selecting, planning, budgeting and participating in trade or consumer shows
  • Set measurable objectives and evaluate the results of participation
  • Enhance both the financial and resource investment with public relations, social media and sponsorship elements
  • Understand how integral booth staff are to trade or consumer show success
  • Create impact and build appeal for an exhibit or show presence with principles of design
  • Understand target audience behaviour at shows and how to best leverage

Learning Resources

Textbook: Powerful Exhibit Marketing, Barry Siskind

Available through the BCIT Bookstore or online - please purchase before class starts.

Course Goals

To provide and engaging and interactive course that exemplifies that many of the tools used in Trade and Consumer Show Marketing are relevant to many other areas in the Marketing Communications career.

Evaluation Criteria

Criteria % Comments
Reading Assignments15
In-Class Quiz 30
Homework / Participation20
In-Class Presentation15
Final Exam20

Course Schedule and Assignments





November 12, 2021

5:30 pm – 8:30 pm

  • Review of course content, expectations and assignments

Chapter 1

In-class group assignment

  • Introduction to trade and consumer show marketing

November 13, 2021

9:00 am – 4:00 pm

  • Developing your budget to choosing the right events

Chapters 2-3

Budget assignment

Fieldwork assignment from videos (due June 13)

November 14, 2021

9:00 am – 4:00 pm

  • Tools and templates – timelines to work backs
  • Event elements – from human resources to booth design

Chapters 4-8

Reading assignment on pages completed to date


Fieldwork assignment due

Homework assigned

November 19, 2021

5:30 pm – 8:30 pm

  • Telling your trade or consumer show story. From traditional media to social, discussion of tools that will ensure that your event is a success
  • Sponsorship and other ideas for leveraging your investment

Chapters 9-12

Homework assignment due

Strategy assignment

Homework assigned

November 20, 2021

9:00 am – 4:00 pm

  • Programming your exhibit with content. You have your target audience on-site; now what?
  • Review of sample trade/consumer show applications, rules and regulations and agreements

Chapters 12-16

Homework assignment due

In-class time for group assignment work


November 21, 2021

9:00 am – 4:00 pm

  • Presentations

In-class presentation due today

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.
Fawn Mulcahy, Instructor
June 15, 2021

I verify that this course outline has been reviewed.
David Tikkanen, Program Head
June 15, 2021

I verify that this course outline has been reviewed.
Joe Freeburn, Program Head
June 15, 2021

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
June 15, 2021

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