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Promotional Strategy

Course Code: MARK 3340
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 4 Hours per Week = 60 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

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%


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

course prerequisites

MARK 1120 


(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

curriculum 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 schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.