UCL - Strategic Communication

[LSMS2006]

[30h] 5 credits

Teacher(s): Jacques François

Language: French

Level: Second

Aims
Main themes
Content and teaching methods
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Aims

Aim is to give a comprehensive overview of the cornerstones, techniques and
applications of marketing communications in a European context .

Main themes

Themes : reativity, setting up a multicanal strategy (mass medias, e-communication,
evenemential, public relations, ), budget setting, effectiveness measurement.

Content and teaching methods

" Summary and content " see " scope " above and " methods " see " methods " below

Content
See "scope" above

Methods
In-class activities
- Lectures

At home activities
- Readings to prepare the lecture
- Exercices to prepare the lecture
- Paper work

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Prerequisites Basic Marketing
Evaluation : Examination (French or English)
Support : Textbook recommended and slides & cases provided through iCampus
References : Provided during the class
Pedagogic team : Professor's weekly open door
Other : -

Internationalisation
- international content
- international case study

Corporate features
- case study