This course builds on essential marketing concepts by focusing on the promotional element of the marketing mix. You will examine marketing communications strategy, and effective use of advertising, public relations, direct marketing, sales promotion and the media. To be successful in this course, you must be able to communicate well verbally and in writing, in English.
Students are allowed to register up until the end of the first week without approval. ***This is not a self-paced course. There will be specific timelines for assignments and exams.*** Course content, kind and quality of assignments and general standards for this online course are the same as classroom courses. To be successful in our online courses, plan to spend 7-10 hours per course each week on your studies, starting Week 1. Our courses are paced and highly interactive with participation requirements weekly. Frequent contributions to asynchronous (not real time) online discussions are required to achieve a passing final grade. You must have an email address and access to a computer capable of downloading basic documents. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
Important course information will be sent to you prior to your course start
date. Check your myBCIT email account to
access this information.
Status
This course offering is in progress. Please check this page for other currently available offerings or subscribe to receive email updates.
Students are allowed to register up until the end of the first week without approval. ***This is not a self-paced course. There will be specific timelines for assignments and exams.*** Course content, kind and quality of assignments and general standards for this online course are the same as classroom courses. To be successful in our online courses, plan to spend 7-10 hours per course each week on your studies, starting Week 1. Our courses are paced and highly interactive with participation requirements weekly. Frequent contributions to asynchronous (not real time) online discussions are required to achieve a passing final grade. You must have an email address and access to a computer capable of downloading basic documents. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
Status
This course offering is full. Please check this page for other currently available offerings or subscribe to receive email updates.
Full
Learning Outcomes
Upon successful completion, the student will be able to:
Describe Integrated Marketing Communications.
Describe the role consumer behaviour plays in the development and implementation of advertising and promotional programs.
Describe the basic elements of the communication process.
Explain the role of communications in marketing.
Explain the process of deciding and implementing media strategies and tactics.
Describe the structure of the television and radio industries. Explain the role of each medium in an organization's advertising program. Evaluate strengths and limitations of using broadcast media.
Describe the structure of the magazine and newspaper industries. Explain the role of each medium in an organization's advertising program. Evaluate strengths and limitations of using print media.
Describe the various out-of-home and support media available to the marketer. Evaluate strengths and limitations of using out-of-home and support media.
Explain the role of sales promotion in an organization's integrated marketing communications program. Describe the objectives, strategy, and tactical components of a sales promotional plan.
Explain the role of public relations in the promotional mix. Evaluate the strengths and limitations of using public relations.
Explain the role of direct marketing. Describe direct marketing strategies and tactics. Evaluate the scope and effectiveness of direct marketing.
Explain the role of the Internet in marketing communications. Evaluate the strengths and limitations of the Internet and interactive media.
Registration is now open for the Winter 2020 term.
Classroom Locations
Classroom locations are subject to last minute changes. Please check the Part-time Studies Classroom Locations listing at www.bcit.ca/rooms on the first day of any course you are registered for.