Marketing communications [ NELMA2412 ]
5.0 crédits ECTS
30.0 h
2q
Langue
d'enseignement: |
Anglais
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| Lieu de l'activité |
Namur
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| Préalables |
An introductory course in marketing management
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Acquis
d'apprentissage |
La contribution de cette UE au développement et à la maîtrise des
compétences et acquis du (des) programme(s) est accessible à la fin de
cette fiche, dans la partie « Programmes/formations proposant
cette unité d’enseignement (UE) ».
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Modes d'évaluation
des acquis des étudiants |
- Written exam (all questions will be asked in English but you have the opportunity to answer either in English, French or Dutch)
- Duration: 2 hours
- Closed books. You may use a dictionary.
- Study material: you only have to study what has been presented or mentioned during the lectures (see syllabus and course schedule for the relevant chapters of the book).
- +/- 3 knowledge/comprehension questions about specific parts of the course.
- 1 real advertisement to discuss (as to advertising and creative strategy.
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| Méthodes d'enseignement |
This course alternates academic sessions (theoretical concepts, examples et class discussions) and lecturers by marketing communication practionners.
Reference book and readings:
- De Pelsmacker, P., Geuens, M, and Van den Bergh, J (2004). Marketing communications: A European Perspective. Harlow: Prentice Hall (2nd. Edition).
- Some additional readings may be considered during the course and made available to the students.
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| Bibliographie |
This course's objective is to give an overview of the major marketing communication theories, strategies and tools. While the focus will be on advertising, other communication tools will be considered as well and the need to integrate all these communication tools in a consistent way will be underlined. Both issues related to the sender (the creative process) and the receiver (targeting, message processing) of a communication message are addressed in the course. More particular topics such as media planning or international communications will also be covered. In order to connect the course with the "real life", some sessions will be taught by guest speakers.
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| Autres infos |
Table des matières
PART 1: The context of marketing communications
- Session 1: Introduction to Marketing Communication Integrated Communications (CH.1)
- Session 2: How communication works. Classical theories. Consumer behavior and message processing (CH.3)
PART TWO: The marketing communications plan
- Session 3: Target groups and positioning (CH.4)
- Session 4: Marketing Communication Objectives. Branding and image issues (CH.2 & 5)
PART THREE: The marketing communications tools: Above the line (advertising) tools
- Session 5: Advertising design: the creation process (CH.7)
Session 6: The creation process in advertising agencies (Guest speaker : Guy Geerts, Darwin)
- Session 7: Advertising strategy and media planning (CH. 8) (Guest speaker : Jacques François, UCL-ULB)
PART FOUR: The marketing communications tools: Below the line tools
- Session 8: Sales Promotions (CH. 12)
- Session 9: Direct marketing (CH. 13). Internet and e-communication (CH. 17)
- Session 10: Public relations, sponsorship and event marketing (CH.10-11)
- Session 11: Exhibitions and trade fairs (CH. 15) (Guest speaker : Vincent Dewez, Stichting Marketing)
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Cycle et année
d'étude |
> Master 120 en ingénieur de gestion
> Master [120] en sciences de gestion
> Master [120] en sciences de gestion, à finalité didactique
> Master [120] en ingénieur de gestion, à finalité spécialisée
> Master [120] en sciences de gestion, à finalité spécialisée
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Faculté ou entité
en charge |
> EAFN
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