Course

Promotional Strategy

Faculty
Commerce & Business Administration
Department
Marketing
Course code
MARK 3340
Credits
3.00
Semester length
15 Weeks X 4 Hours per Week = 60 Hours
Max class size
35
Method(s) of instruction
Lecture
Seminar
Course designation
None
Industry designation
CSA,CSP,PCM
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, 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:

  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.

Requisites

Prerequisites

MARK 1120 and (CMNS 1115 or any English UT course)

OR

MARK 1120 and currently active in one of the following:

PBD Digital Marketing
PDD Hospitality Marketing
PDD Marketing
PDD Sales

Corequisites

Courses listed here must be completed either prior to or simultaneously with this course:

  • No corequisite courses

Equivalencies

Courses listed here are equivalent to this course and cannot be taken for further credit:

  • No equivalency 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 3340
BC Institute of Technology (BCIT) BCIT MKTG 2202 (4)
Camosun College (CAMO) CAMO MARK 340 (3)
Capilano University (CAPU) CAPU BMKT 261 (3)
Kwantlen Polytechnic University (KPU) KPU MRKT 2XXX (3)
Langara College (LANG) LANG MARK 2400 (3)
Simon Fraser University (SFU) SFU BUS 2XX (3)
Thompson Rivers University (TRU) TRU MKTG 3XXX (3)
Trinity Western University (TWU) TWU BUSI 2XX (3)
University of British Columbia - Okanagan (UBCO) UBCO ELEV_O 2nd (3)
University of British Columbia - Vancouver (UBCV) UBCV COMM_V 3rd (3)
University of Northern BC (UNBC) UNBC COMM 2XX (3)
University of Victoria (UVIC) UVIC COM 2XX (1.5)
Vancouver Island University (VIU) VIU MARK 325 (3)

Course Offerings

Winter 2025

CRN Days Instructor Status
Maximum seats
35
Currently enrolled
35
Remaining seats:
0
On waitlist
1
Building
Anvil Office Tower
Room
607
Times:
Start Time
12:30
-
End Time
15:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
31
Remaining seats:
4
On waitlist
0
Building
Anvil Office Tower
Room
607
Times:
Start Time
15:30
-
End Time
18:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
25
Remaining seats:
10
On waitlist
0
Building
Anvil Office Tower
Room
607
Times:
Start Time
9:00
-
End Time
11:50