Promotional Strategy

Commerce & Business Administration
Course Code
MARK 3340
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Method Of Instruction
Typically Offered
To be determined


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
  1. The concept of integrated marketing communications (IMC).
  2. How advertising, sales promotions, public relations and personal selling inter-relate, and how each functions.
  3. The consumer, both individual and organizational, in the marketing communications concept.
  4. How the communications process works.
  5. Establishing communications objectives, plans and budgets.
  6. Creative strategy, planning and development.
  7. Evaluation of the various media forms, and identifications of their use.
  8. Direct marketing and Internet considerations, as well as other media and communication vehicles.
  9. Monitoring, evaluating and measuring effectiveness of the promotional program.
  10. Global communications considerations and issues.
  11. Social, ethical and economic issues and aspects of communications planning.
Methods Of Instruction

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 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:

  1. demonstrate an understanding of the nature and process of communications;
  2. evaluate various promotional techniques and how they integrate with one another;
  3. set promotional objectives
  4. plan and budget a promotional campaign
  5. design integrated marketing communications tools
  6. 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.




(CMNS 1115 or any English UT course)

OR currently active in one of the following:

Post-Degree Diploma in Marketing or

Post-Degree Diploma in Sales or

Post-Degree Diploma in Hospitality Marketing


No equivalent courses.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

Course Transfers

Institution Transfer Details Effective Dates
Camosun College (CAMO) No credit 2020/01/01 to 2020/04/30
Camosun College (CAMO) CAMO MARK 340 (3) 2020/05/01 to -
Capilano University (CAPU) CAPU BMKT 261 (3) 2004/09/01 to -
Kwantlen Polytechnic University (KPU) KPU MRKT 2XXX (3) 2008/05/01 to -
Langara College (LANG) LANG MARK 2400 (3) 2012/01/01 to -
Langara College (LANG) LANG MARK 1250 (3) 2006/09/01 to 2011/12/31
Simon Fraser University (SFU) SFU BUS 2XX (3) 2008/05/01 to -
Simon Fraser University (SFU) SFU BUS 1XX (3) 2004/09/01 to 2008/04/30
Thompson Rivers University (TRU) TRU BBUS 3XX (3) 2008/05/01 to 2010/08/31
Thompson Rivers University (TRU) TRU MKTG 3XXX (3) 2010/09/01 to -
Trinity Western University (TWU) TWU BUSI 2XX (3) 2014/09/01 to -
University of British Columbia - Okanagan (UBCO) UBCO ELEV 2nd (3) 2009/05/01 to -
University of British Columbia - Okanagan (UBCO) UBCO ARTS 2nd (3) 2005/05/01 to 2009/04/30
University of British Columbia - Vancouver (UBCV) UBCV COMM 3rd (3) 2004/09/01 to -
University of Northern BC (UNBC) UNBC COMM 2XX (3) 2004/09/01 to -
University of the Fraser Valley (UFV) UFV BUS 1XX (3) 2004/09/01 to 2008/04/30
University of the Fraser Valley (UFV) UFV BUS 223 (3) 2008/05/01 to 2017/04/30
University of Victoria (UVIC) UVIC COM 2XX (1.5) 2004/09/01 to -
Vancouver Island University (VIU) VIU MARK 325 (3) 2020/01/01 to -

Course Offerings

Fall 2021

There aren't any scheduled upcoming offerings for this course.