Methodology of the marketing communication [ MCOMU2204 ]

5.0 crédits ECTS 30.0 h 1q

Teacher(s)

Friedman Michael ;

Language

English

Place
of the course

Mons

Main themes

1. Budgetary decisions

2. Planning a campaign
a. timing
b. intensity
c. choice of media

3. The collection and analysis of the data needed to develop an effective campaign

4. Evaluating the impact of a campaign
a. evaluation methods
b. factors influencing a campaign's effectiveness

Aims

On completion of this course, students will be able:

to understand the pertinent factors in the context of budgetary decision-making processes and planning advertising and promotional campaigns in the commercial and non-profit sectors
to understand the factors that may impact on the effectiveness of a campaign
to understand how to collect and analyse data to build an effective campaign
to assess the effectiveness of a campaign

Evaluation methods

Written examination

Teaching methods

Bibliography

DE PELSMACKER P., GEUENS K., VAN DEN BERGH J. (2010), Marketing Communications:A European Perspective.4th Ed, Prentice Hall.
TELLIS G.J., AMBLER T. (2008), The Sage Handbook of Advertising, Sage Ltd.

Cycle et année
d'étude

> Master 120 of arts in Business engineering
> Master [120] in Information and Communication
> Master [60] in Management
> Master [120] in Management
> Master 120 in Management
> Master [120] in Business Engineering

Faculty or entity
in charge

> CCBM