Methodology of the marketing communication

5.0 credits

30.0 h + 0.0 h

Teacher(s)

Poncin Ingrid ; Lambert Nicolas ;

Language

Anglais

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

The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.

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.

Faculty or entity<

> COMU

Programmes / formations proposant cette unité d'enseignement (UE)

Program title

Sigle

Credits

Prerequisites

Aims

Master [120] in Management

gest2m

Master [120] in Management

gesm2m

Master [120] in Business Engineering

ingm2m

Master [120] in Communication

comm2m

Master [120] in Communication

corp2m

Master [120] in Business Engineering

inge2m