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.
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.
Effective as of Fall 2003
Related Programs
MKTG 2203 is offered as a part of the following programs:
Books for Fall 2018 offerings of this course are available in the following BCIT
online bookstores. Please choose the bookstore appropriate for the offering
you are considering.
BCIT Downtown Campus Bookstore
If you are taking this course at the BCIT Downtown Campus (DTC), please purchase books for this course at the BCIT Downtown Campus Bookstore.
Image not available
Advertising And Promotion W. Connect & Smartbook
Author
Belch
Copyright
2017
Binding
Kit/Set/Package
ISBN
978-1-25927-099-4
Price
$131.95
Choose One
Image not available
Cei Digital: Advertising & Promotion W Connect & Smartbook, 6Th Cdn (365 Days)
Author
Belch
Copyright
2017
Binding
Digital Version
ISBN
978-1-25927-234-9
Price
$89.00
Choose One
BCIT Distance & Online Learning Bookstore
If you are taking this course through either Distance Education or Online Learning, please purchase books for this course at the BCIT Distance & Online Learning Bookstore.
Image not available
Advertising And Promotion W. Connect & Smartbook
Author
Belch
Copyright
2017
Binding
Kit/Set/Package
ISBN
978-1-25927-099-4
Price
$131.95
Choose One
Image not available
Cei Digital: Advertising & Promotion W Connect & Smartbook, 6Th Cdn (365 Days)
Author
Belch
Copyright
2017
Binding
Digital Version
ISBN
978-1-25927-234-9
Price
$89.00
Choose One
BCIT Burnaby Bookstore
If you are taking this course, but are not taking it through either Distance
Education or Online Learning, nor at the BCIT Downtown Campus (DTC), please purchase books for this course at the BCIT Burnaby Bookstore.
Image not available
Advertising And Promotion W. Connect & Smartbook
Author
Belch
Copyright
2017
Binding
Kit/Set/Package
ISBN
978-1-25927-099-4
Price
$131.95
Choose One
Image not available
Cei Digital: Advertising & Promotion W Connect & Smartbook, 6Th Cdn (365 Days)
Author
Belch
Copyright
2017
Binding
Digital Version
ISBN
978-1-25927-234-9
Price
$89.00
Choose One
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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.