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Marketing Communications [ MCOMU2202 ]


5.0 crédits ECTS  30.0 h + 0.0 h   1q 

Teacher(s) Pecheux Claude ;
Language French
Place
of the course
Mons
Main themes

 

1. The objectives of the communication
2. Commercial and non-profit advertising communications
3. The sender and the receiver of the message
4. Processing of the communication by the receiver
5. "Other" means of communication Relational contacts and networks
Sponsoring, advertising at the point of sale, packaging, product placement, etc.

 

Aims

 

1. On completion of this course, students will be able:  to understand the basic concepts of marketing communications in both the commercial and the non-profit sector. To understand the role of the different actors in the marketing process. To understand emotional, cognitive and behavioural communication processes relevant to marketing communications.

2. Students will discover that there are an increasing number of alternative methods of marketing communications owing to the desire of companies to stand out from their competitors and "to be heard" in a world where advertising noise is becoming increasingly louder.

On completion of the course, students will have learned to decode the various methods used in marketing communications.

 

Evaluation methods

Written examination

Teaching methods
  • Lectures
  • Expert testimonials (advertisers, creatives, media planners)
  • 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 Information and Communication
> Master [60] in Management
> Master [120] in Management
> Master [120] in Business Engineering
> Master [120] in Management
> Master [120] in Business engineering
> Master [120] in Information and Communication
Faculty or entity
in charge
> CCBM


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