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BMC 293 Integrated Marketing and Communications

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Course Description

It is common for marketing or communications professionals to work in a corporate environment with separate marketing and communications functions, departments and even leadership. While each discipline creates distinct value for an organization, integrated marketing and communication strategies generate results that simply cannot be achieved when the two functions are kept in silos. This interactive course will cover the core building blocks of marketing communications planning. Students will build their own integrated marketing communications plans.

Formerly BMC 226 Marketing and Communications.


Course Details

Upon successful completion of this course you will be able to:

  • Clearly understand the difference between marketing and communications and be able to identify, compare and analyze the strengths and weaknesses of each
  • Be able to define and develop strategic measurement standards to evaluate the success of MarComm initiatives
  • Understand the important role of marketing communications in branding and integrate these concepts into MarComm strategies
  • Design and build a MarComm template that students can apply to any situation
  • Create a strategic MarComm plan that will generate measurable outcomes

Applies Towards the Following Certificate(s)


  BMC 293 - 008 Integrated Marketing and Communications  
  Winter 2017   Status:  Available
Class:   Tue 6:00PM - 9:00PM
24 Jan 2017 to 07 Mar 2017
Number of Sessions: 7 Sessions
Hours: 20.00
Course Fees:   Flat Fee non-credit    445.00
Potential Price Adjustments:
Campus: Downtown
Delivery Options:  Class
Instructor(s): Carey Boyarski
  Reading List / Textbook:  

Recommended Textbook

Title: Advertising and Promotion: An Integrated Marketing Communications Perspective

Edition: Canadian Edition

Authors: George Belch, Michael Belch, Michael Guolla

Publisher: McGraw-Hill Ryerson

Please Note: This book is NOT required nor will the course follow this textbook.  It is for reference only.


For information on the UofC Bookstore hours, store locations or how to purchase textbooks please go to: http://www.calgarybookstore.ca

To compare new and used textbook prices, visit: http://calgary.verbacompare.com/comparison?id=104502

  Section Notes:  

The instructor may choose to use Desire2Learn (D2L), an online learning environment, to post the Course Outline and other course materials. If you have questions about using D2L, let your instructor know when you attend the first class. D2L may not be available before the start date of the course.

A $25 fee applies for course withdrawals and transfers.  

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