Course

Promotional Strategy

Important Notice

This course is not active. Please contact Department Chair for more information.

Faculty
Commerce & Business Administration
Department
Marketing
Course code
MARK 5340
Credits
3.00
Semester length
15 Weeks
Max class size
30
Typically offered
To be determined

Overview

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, cultural, 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.  Industry related projects will be undertaken followed by student presentations on their work. 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%

                                                    100%

 

 

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

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, budget and develop a promotional campaign

5.            analyze, critique and modify promotional pieces

6.            design integrated marketing communications tools

7.            apply promotional techniques appropriate to the marketing challenge at hand

8.            develop and deliver a management level presentation on a promotional campaign

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.

Requisites

Prerequisites

MARK 5120

Corequisites

No corequisite courses.

Equivalencies

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.

(Current)

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution Transfer details for MARK 5340
There are no applicable transfer credits for this course.

Course Offerings

There are no course offerings this semester.