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1. The objectives of the communication |
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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. |
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”.
Written examination
- Lectures
- Expert testimonials (advertisers, creatives, media planners)
- Case studies
- Readingscientific articles
- 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.
