British Columbia Institute of


MKTG 1342 - Trade/Consumer Show Marketing

Marketing Management Part-time Studies Course

School of Business

Course Details

Examines how a trade/consumer show is an effective marketing opportunity for businesses of all sizes. Focuses on the application of marketing principles through the medium of trade or consumer shows. Also 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 a strategic plan for a trade/consumer show.





Fall 2017

Below are two offerings of this course for the Fall 2017 term.

CRN 30743

Tue Sep 12 - Tue Nov 28 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 12 - Nov 28 Tue 17:30 - 20:30 DTC Rm. 481


Donna Serviss

Course Outline

TBD – see Learning Outcomes in the interim



CRN 43302

Fri Nov 17 - Sun Nov 26 3 Weeks

Class Meeting Times

Dates Days Times Locations
Nov 17 Fri 17:30 - 20:30 DTC Rm. 376
Nov 18 - Nov 19 Sat/Sun 09:00 - 17:00 DTC Rm. 376
Nov 24 Fri 17:30 - 20:30 DTC Rm. 376
Nov 25 - Nov 26 Sat/Sun 09:00 - 17:00 DTC Rm. 376


Fawn Mulcahy

Course Outline




  1. Due to the intensive and interactive nature of this course students are required to attend all classes. Classes will run Nov 17-19 and 24-26 with the following class times: Fridays - 1730 - 2030 and Saturdays and Sundays - 0900-1700.

Learning Outcomes

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

  • Explain the role of trade or consumer shows as a promotional strategy and understand consumer and business buyer behaviour at shows
  • Position trade and consumer shows as a dynamic marketing strategy in an integrated marketing communications plan
  • Plan, implement and evaluate trade and consumer shows, including pre-show, at-show and post show marketing strategies
  • Explain the process of researching, selecting and participating in trade or consumer shows
  • Develop a customer profile and display needs analysis for a show program
  • Set measureable objectives and evaluate results of trade and consumer shows
  • Understand the principles of exhibit design for maximum results

Effective as of Fall 2016

Related Programs

MKTG 1342 is offered as a part of the following programs:

School of Business

  1. Marketing Management
    Part-time   Certificate
  2. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  3. Marketing Management - Event Marketing
    Part-time/Distance & Online Learning   Associate Certificate
  4. Marketing Management - Sales Skills
    Part-time   Associate Certificate

Books & Supplies

The BCIT bookstore carries textbooks, general reference books, software, and stationery. Please visit for more information.

Fall 2017

No information on books is currently available for Fall 2017 offerings of this course.


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