Event Marketing and Management Strategy

This is a practical introduction to the elements of proposal and grant writing: purpose and responsibility, organizational readiness, research, mechanics of preparation, development of a formal proposal/grant, presentation, follow-up, and post grant reporting. Students gain skills through hands-on practice identifying potential funders, and developing and refining their proposal.
Prerequisite(s):

• No prerequisites are required for this course.

​For any event – regardless of purpose - creating "buzz" or generating attendance is absolutely vital! You will be introduced to marketing fundamentals such as the 4 P's of marketing, SWOT analysis, event branding, and advertising in order to develop a marketing plan for a simulated event that will positively impact event attendance and / or growth. You will be required to develop a comprehensive event or festival marketing plan.
Prerequisite(s):

• No prerequisites are required for this course.

This projects-based course focuses on the event industry, and fundamental components of planning and executing events. Students explore the planning, marketing, selling, producing and management of any type of event from company social functions to major conventions. To be successful in this course, students must be able to communicate well in writing, in English.
Prerequisite(s):

• No prerequisites are required for this course.

This course will prepare students to manage successful, sustainable events. Students will gain a practical and critical perspective on how to identify and meet participant, organizational and community needs, plan and improve logistics, solve problems and enable sound and ethical stewardship of economic, social and environmental resources.
Prerequisite(s):

• MKTG 1146
• or Relevant Industry Experience

This course examines all facets of live entertainment events such as music concerts and festivals. Students will explore the world of live entertainment from promotion all the way to production. Classes will focus on topics such as ticketing and promotion, community involvement, site and venue development and production. The course will include individual and group project work, industry panel speakers and site visits.
Prerequisite(s):

• No prerequisites are required for this course.

​Businesses around the globe are waking up to the importance of sustainability. This course frames marketing in the context of a more sustainable world and challenges marketing students to think differently about marketing to transform the discipline into a force for good with a zero-tolerance approach to greenwashing and purpose-washing. To do this, marketers need to adapt and be more socially and environmentally conscious. This course provides foundational knowledge about current sustainability challenges, explores the principles and practices of sustainable marketing, and examines how to effectively integrate sustainability into the marketing mix to create a more sustainable marketing plan.
Prerequisite(s):

• No prerequisites are required for this course.

This course provides the fundamental skills, tools and processes of professional selling. The focus is on “relationship” and “need-satisfaction” selling in a business-to-business environment. Through experiential exercises, practical applications and discussions students develop, deliver and evaluate a wide range of selling methods and presentations. This course is ideal for people in business who want to enhance their selling skills, people new to a sales role, and salespeople at any level who do not have formal training in the field. To be successful in this course, students must be able to communicate well in English.
Prerequisite(s):

• No prerequisites are required for this course.

The focus of this course will be to provide the student with e-Marketing techniques and strategies that can help any forward-thinking organization be competitive in today's business environment. Key areas that promise to leverage the power of Internet are: customer relationship management (CRM); 1:1 marketing; permission-based e-mail marketing; viral marketing; attributes of a good Website and Website marketing goals; Website promotion/search engine positioning/ranking, and key Internet technologies/terminologies/acronyms.
Prerequisite(s):

• No prerequisites are required for this course.

​ Events require a significant investment in resources, and as a result, must be anchored in strategy, with measurable results. Event design considers all aspects of a participant's experience while strategic event design creates environments that support learning and connection; two critical outcomes of purposeful events. This course provides students with a toolkit that includes knowledge of space design, flow of time through an event and all the supporting elements from food to technology to wellbeing that create accessible and inclusive events. Upon completion of this course, students will bring strategic thinking and intentional event design practices in their future roles, gaining a competitive advantage in the events industry.
Prerequisite(s):

• No prerequisites are required for this course.

The simplest of meetings require some form of audio-visual or event production equipment. From microphones and LCD projection to sophisticated multi-media; event professionals need to be familiar with the technical requirements of meetings, conferences and special events. This course introduces you to the technical aspects of special events including lighting, sound, video, staging, power, rigging and special effects. You will visit and experience various event venues and observe set ups to gain valuable hands-on experience in the world of event technical production. You will also use a simulated event to learn these skills.
Prerequisite(s):

• No prerequisites are required for this course.

Project Management skills are in high demand and can provide a competitive edge in today’s workplace. This intensive course gives you the practical skills you need to deliver a winning project on time and on budget, with a marketing frame of reference. This course teaches you how to create a project life cycle, statement of work, work breakdown structure, schedule, budget, and risk management plan. Working in a team, you will apply your Project Management skills to a real-life marketing project. This course will prepare you to make a meaningful contribution to any project.
Prerequisite(s):

• No prerequisites are required for this course.

​This communication course teaches practical business communication techniques for planning, organizing, selecting, writing, and presenting information in business or industry. It covers routine memos, letters, request and reply letters, and oral presentations. NOTE: COMM 1103 is equivalent to COMM 1106. Although COMM 1106 may not be included on the program course list or program matrix, students may choose either COMM 1106 or COMM 1103 for their program. Students do not need to take COMM 1103 if they take COMM 1106. Students do not need to submit transcripts for entrance to this course. BUT, in the case of formal or informal grade appeals or reviews they will be asked to show proof of their English requirements. Students who wish to confirm their English level are strongly advised to take COMM 0015.​ Students scoring below "C+" in English Studies 12 are encouraged to take COMM 1106 instead of COMM 1103.​
Prerequisite(s):

• English Studies 12 "67%" (C+) or equivalent (ie: COMM 0015 "70+" or IELTS Academic 6.5, etc.)

This communication course is designed for students needing additional assistance in meeting the language standards of a credit introductory business and technical Communication course. It teaches practical business communication techniques for planning, organizing, selecting, writing, and presenting information in business or industry. It covers the same content as COMM 1103, but has additional communication development and English grammar practice activities to support your learning. NOTE: COMM 1106 is equivalent to COMM 1103. Although COMM 1106 may not be included on the program course list or program matrix, students may choose either COMM 1106 or COMM 1103 for their program. Students do not need to take COMM 1103 if they take COMM 1106. Students do not need to submit transcripts for entrance to this course. BUT, in the case of formal or informal grade appeals or reviews they will be asked to show proof of their English requirements. Students who wish to confirm their English level are strongly advised to take COMM 0015.​ Students scoring below "C+" in English Studies 12 are encouraged to take COMM 1106 instead of COMM 1103.​
Prerequisite(s):

• English Studies 12 "50%" (PASS) or equivalent (ie: COMM 0015 "50+" or IELTS Academic 6.0, etc.)

​Learn about current social media platforms and how to use them strategically to market your business. With a heavy emphasis on tactical, experiential, hands-on learning, as well as case studies, students will gain experience creating business accounts for several leading social media platforms and how to apply best practices for content creation on each platform.
Prerequisite(s):

• No prerequisites are required for this course.

​In this course you will explore how to develop social media marketing initiatives that are designed to meet business objectives. With a heavy emphasis on real-life case studies, best practices, and data-driven techniques, you will learn how to create a strategically-focused social media marketing plan that integrates with other marketing activities and helps you establish and maintain an effective online presence (that goes beyond Facebook and Twitter).
Prerequisite(s):

• No prerequisites are required for this course.

Every company that leverages a website, blog, video channel, podcast, email newsletter, and/or social media needs effective and efficient content planning. By learning a multi-step, iterative, content planning process, students build new digital skills that can be applied in real world contexts. Content planning saves time, creates more professional content, enhances brand consistency, and assists in building relationships with customers. The focus of this course will be to provide the student with content planning strategies and content creation techniques to fuel the digital marketing efforts of any organization.
Prerequisite(s):

• No prerequisites are required for this course.

Did you know that more video content is uploaded to the internet in a single month than network television has produced in three decades? And most of it is uploaded to YouTube. As the world’s second largest search engine (and owned by the world’s largest), YouTube is a powerful driver of website traffic. Marketers use video as the primary media for their content strategy, creating YouTube channels for presentations to drive leads and sales, for explainer videos to increase product and service understanding, for advertising, and more. This course will introduce students to the basics of setting up a YouTube channel, learning how to create content that is optimized for search, managing the analytics to hone and tweak successful YouTube performances, and using YouTube to deliver on business objectives.
Prerequisite(s):

• 50% in MKTG 1352
• OR relevant industry experience

Citizens, consumers, regulatory agencies, NGOs, and employees are increasingly demanding change in the social and environmental impacts of businesses and organizations. Business has entered a new era where success is based on the value returned to all stakeholders. As a result, businesses are building social equity and planetary boundaries into their strategy and business models. This course provides students with foundational knowledge of sustainable business theory and practices. It covers the core functional areas of a business (accounting, management, marketing, and operations). Students learn how these core functions are transforming to address the sustainability imperative.
Prerequisite(s):

• No prerequisites are required for this course.

​Examines the planning stages involved in starting a new business including market, financial and legal responsibility requirements. Major emphasis is on the initial analysis of business viability prior to the preparation of a business plan. This course will be helpful for anyone wishing to start their own business.
Prerequisite(s):

• No prerequisites are required for this course.

​In this hands-on course, budding entrepreneurs will examine long term management of a small business. Emphasis will be on topics such as business growth, increasing profit, managing for greater efficiencies and how to survive as an entrepreneur in today's fast changing business environment.
Prerequisite(s):

• 50% in MKTG 1324

Embark on a journey through the intricate world of wedding planning. This immersive course explores every facet of the wedding planning process, from initial consultations to event postmortems, including all the checklists and resources it takes to become a successful Planner. Students will explore the significance of ceremonies and cultural traditions, master the art of budget management and vendor negotiation, and learn the importance of social media in the modern wedding industry.
Prerequisite(s):

• No prerequisites are required for this course.

Examines the full breadth of sports marketing and sponsorship, its use in the marketing plans of corporations and its function inside amateur and professional sport. This project based course will appeal to sports administrators and event organizers as well as promotion, community relations and marketing personnel who address sports marketing in their occupation.
Prerequisite(s):

• No prerequisites are required for this course.

Trade shows require a surprising amount of creativity, planning, budget and energy. A planner must consider many steps and moving parts to fully leverage the marketing and resource investment in these events. And most importantly, all need to plan events with a long-term strategy with environmental sustainability top of mind. This course examines how a trade show can be an effective marketing tool for businesses. The course covers how to position a trade show as an active marketing tool within a business's overall strategy, from the physical booth to staffing. But most important, this course looks at ways event planners can make trade show participation more sustainable, from travel to the location to food waste to marketing materials, to how the show benefits the host community. Looking at current examples of small local trade shows in Vancouver to global events like consumer electronics shows, the course will review how to be a more earth-friendly event planner and trade show participant​.
Prerequisite(s):

• No prerequisites are required for this course.

​The student will spend 75 hours in an organization to gain practical work experience in the sector. During the practicum the student is expected to use their acquired event marketing and management knowledge to gain valuable experience, insights, and connections for work in the events industry. On-the-job performance is evaluated by the employer as well as self-reflection and practical application of acquired knowledge and skills. The practicum includes training, mentoring and hands-on project work. Pre-approved host organizations will be identified for the student. The practicum is contracted by both the student and the organization, with oversight provided by a BCIT advisor.​
Prerequisite(s):

• Completion of the Required Courses in the Event Marketing and Management Strategy Certificate or with Program Head Permission.

Covers the basic media process; developing media strategy; news room realities; packaging your message; the media as messenger, interview techniques and critiques; and crisis communications. The media is a business like any other. Their product is controversy. By knowing the rules of the game, astute managers can make the media work for them.
Prerequisite(s):

• No prerequisites are required for this course.

This course explores the fundamentals of marketing research – what it is, how it is used, why it is used, and its role in and importance to the marketing function. Secondary, qualitative, and quantitative research methods and tools will be explored. Particular emphasis will be placed on identifying and locating online sources of secondary data; evaluating and selecting appropriate methods for conducting primary research; the proper design of qualitative and quantitative data gathering tools; conducting effective survey fieldwork; understanding the nature and use of basic quantitative data analyses; and the proper reporting of research findings. Students will be taken through the steps of a major multi-method marketing research project.
Prerequisite(s):

• No prerequisites are required for this course.

​In this course, students will explore a variety of concepts, tools, and techniques to generate publicity and earned media opportunities in an increasingly complex digital world—including building and leveraging relationships with the press and traditional/broadcast media, influencers, and customers—for B2B, B2C, and not-for-profit organizations. Students will analyze and plan public relations campaigns across communication channels, considering established digital and social platforms, emerging media environments, events and experiential marketing.​
Prerequisite(s):

• No prerequisites are required for this course.

Students will explore buyer behavior and motivation using key theories from various social sciences including Anthropology, Sociology, and Psychology. They will apply these theories to contemporary marketing situations. This course will cover many different aspects of consumer behavior including the inner workings in the mind of a consumer and the external influences on the consumer driven process.
Prerequisite(s):

• No prerequisites are required for this course.

​This course will provide insight into the strategies behind successful brands. The focus will be on analyzing company, industry, consumer and competitive information to provide a sound foundation for developing a brand strategy. Additionally, students will learn the components of branding and how to use brand development tools. Students will learn how to position and brand products and services in order to prevent them from being turned into commodities and understand that all marketing campaigns serve the larger mission of developing a brand.​
Prerequisite(s):

• (50% in MKTG 1102 and 50% in MKTG 1352) or 50% in MKTG 2202

A course designed to provide an overview of fundraising topics. The emphasis is on the grounding of fundraising in philanthropy; the principles and strategic issues of fundraising in nonprofit organizations; and the role of the development officer and fundraising. Students develop an understanding of annual fund and capital campaign methodologies, working with volunteer boards, and developing career planning strategies.
Prerequisite(s):

• No prerequisites are required for this course.

Covers the importance of customer service. In today's service-oriented economy, excellent service is more than a competitive edge, it is a survival skill. Customer relations is designed to have a broad application for people at all levels in business and industry who will deal directly with customers, both internal and external. Students will benefit from the strategies and practical hands-on approach of this course. Covers defining quality service; developing excellent customer relations skills; effective communication techniques; problem-solving; listening/questioning skills; developing excellent people skills.
Prerequisite(s):

• No prerequisites are required for this course.

This course emphasizes the principles of effective oral communication and the development of public speaking skills. You will research, organize and deliver a variety of speeches for specific purposes.  Non-verbal communication, visual aids, and the effective use of supporting technology will be addressed.  Instructor and peer feedback, and video analysis will be used to improve speech design and delivery.  To be successful in this course, you must be able to communicate well in English.
Prerequisite(s):

• No prerequisites are required for this course.

How do we build customer centric strategies to keep pace with rapidly changing business environments? Every company should put customer relationship management as a strategic business priority in order to maintain mutually sustainable and profitable relationships. This course is designed to provide students with an understanding of Customer Relationship Management (CRM) including strategy, organization, marketing, information technology and implementation.
Prerequisite(s):

• No prerequisites are required for this course.

Designed to cover the key elements that take place within the marketing or sales negotiation context. Students will explore negotiating styles, strategies and tactics. You will also prepare for, conduct, then evaluate an actual negotiating situation. The impact of ethics, power and culture are also examined through case studies, role play simulations, lectures and discussions.
Prerequisite(s):

• No prerequisites are required for this course.