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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
  • Lectures
  • Expert testimonials (advertisers, creatives, media planner)
  • Case studies
  • Readingscientific articles
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] in Business engineering
> Master [120] in Management
> Master [120] in Business Engineering
> Master [120] in Management
> Master [60] in Management
> Master [120] in Information and Communication
> Master [120] in Information and Communication
Faculty or entity
in charge
> CCBM


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