vcc.ca
MKTG 2009: Advertising and Marketing Communication
Effective date
September 2022
Department
Marketing Technology Diploma
School
Hospitality, Food Studies and Applied Business
Description
Students examine the role of advertising design in integrated marketing communications. Advertising design is considered with respect to consumer behaviour, media, advertisers, and advertising professionals to develop a basic understanding of the applicability of advertising in planning and executing an integrated marketing communications plan.
Credits
3.0
Year of study
2nd Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Examine the role Integrated Marketing Communication (IMC) has in a marketing plan
- Define the target audience for the communication process
- Utilize communication theory and models to create effective marketing messages
- Create a marketing communications proposal that demonstrates effective use of communication and behavioural objectives, and an appropriate budget
- Develop an effective integrated communications plan that communicates specific promotional messages via various media (e.g., print, broadcast, online, social media)
- Present an integrated communications plan in a clear, concise format based on a prescribed presentation outline
- Explain the social, cultural and ethical issues that must be considered when developing a marketing message
- Recognize and demonstrate effective advertising copywriting skills
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Total Hours: 45
Instructional Strategies
Lectures, case studies, group work, projects
Grading System
Letter Grade (A-F)
Passing grade
D (50%)
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Participation |
10 |
Actively contributes to course discussions and activities |
|
Assignments |
30 |
Copywriting Assignment |
|
Project |
35 |
Marketing Communications Plan/Proposal |
|
Quizzes/Tests |
25 |
|
Course topics
- 1. The IMC industry and the key players in Canada
- 2. Strategic brand Communications
- 3. Public Relations, Direct Response and Promotions
- 4. Strategic Research, Segmenting and Targeting the Audience
- 5. Creative Promotional Writing
- 6. Visual Communication
- 7. Paid Media, Owned, Interactive and Earned Media
- 9. Social Impact, Responsibility and Ethics
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.