Two people writing out marketing communication plan on whiteboard.

Marketing Communication

Code: BMBA330
Apply this course towards: Marketing Communication, Business Administration – Certificate, Business Administration – Diploma

Course description

This course looks at an effective and strategic approach for implementing the promotional aspects of marketing. You will learn and develop your skills in Integrated Marketing Communications (IMC) tools including social media, public relations, corporate communications, sales promotion, sponsorship, cross-cultural marketing, advertising and new communications. The integrating approach is used today by marketing departments to maximize the effectiveness of communication, be more cost effective, and ensure diverse audiences or stakeholders can receive and respond to clear marketing and organizational messages. The course will explore the PESO model and media planning as ways to apply this integration.

In this course, you will develop planning strategies for finding target markets, create relevant key messages and recommend the right communication tools to support an organization’s marketing communication efforts.

This overview will enhance your understanding of evolving marketing communication trends and how to use them ethically to enhance your organization’s reputation. It will also incorporate content about strategic elements of IMC including branding, communications theory and creativity.

Finally, you will build applied skills in developing an integrated marketing communications plan through a class project.

View sample course outline (PDF).

Learning objectives

By the end of the course, you will be able to:

  • explain what integrated marketing communications is and how IMC supports the organization’s marketing plans with more comprehensive and consistent messaging, clearer alignment with target audiences and strategic use of communication tools
  • create effective integrated promotion strategies by applying marketing communications principles
  • demonstrate the effectiveness of a marketing plan based on analysis of communication elements such as Advertising, Public Relations, Sales Promotion, Direct Response, and Personal Selling and Sponsorship
  • develop and build an effective and ethically based integrated marketing communications plan; and,
  • apply principles of creativity to IMC strategies and planning


There are no prerequisites for this course but students may benefit from completing BMBA240 Marketing before they begin Marketing Communication.


This course is eligible for the StrongerBC future skills grant. To register using this grant please first review your eligibility and then select the StrongerBC future skills grant fee type below. 

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