Course Description
This course covers the marketing concept of promotion, in all its forms. Integrated marketing communications is introduced as the coordinating force in promotion; and advertising, sales promotion, public relations, personal selling, internet initiatives and events are explored as the key promotional techniques. The promotional process is covered from the stand-point of the firm, and the marketing manager. The course will also cover the nature and the process of communications and the impact it has on the individual, the organization and consumer.
Course Content
- The concept of integrated marketing communications (IMC).
- How advertising, sales promotions, public relations and personal selling inter-relate, and how each functions.
- The consumer, both individual and organizational, in the marketing communications concept.
- How the communications process works.
- Establishing communications objectives, plans and budgets.
- Creative strategy, planning and development.
- Evaluation of the various media forms, and identifications of their use.
- Direct marketing and Internet considerations, as well as other media and communication vehicles.
- Monitoring, evaluating and measuring effectiveness of the promotional program.
- Global communications considerations and issues.
- Social, ethical and economic issues and aspects of communications planning.
Learning Activities
The course will involve a blend of lectures, discussions, videos, on-line activities, and seminars. Presentations by students and team activities are an integral part of the course.
Means of Assessment
| Projects & Presentations (2-4) |
50% |
| Midterm examination |
20% |
| Final examination |
20% |
| Course participation |
10% |
| Total |
100% |
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
Learning Outcomes
At the end of the course, the successful student should be able to:
- demonstrate an understanding of the nature and process of communications;
- evaluate various promotional techniques and how they integrate with one another;
- set promotional objectives
- plan and budget a promotional campaign
- design integrated marketing communications tools
- apply promotional techniques appropriate to the marketing challenge at hand
Textbook Materials
Textbooks and Materials to be Purchased by Students
Belch, G.E., Belch, M.A. and Guolla, MA. Advertising and Promotion, Latest Canadian Ed. McGraw Hill or equivalent.