On-line and Off-line Communication Strategies

En raison de la crise du COVID-19, les informations ci-dessous sont susceptibles d’être modifiées, notamment celles qui concernent le mode d’enseignement (en présentiel, en distanciel ou sous un format comodal ou hybride).

5 crédits

30.0 h

Enseignants

Kervyn De Meerendré Nicolas; Magnus Doriane (supplée Kervyn De Meerendré Nicolas); Pleyers Gordy; Poncin Ingrid (supplée Kervyn De Meerendré Nicolas);

Langue
d'enseignement

Anglais

Thèmes abordés

Reativity, setting up a multicanal strategy (mass medias, e-communication, evenemential, public relations, '), budget setting, effectiveness measurement.

Acquis
d'apprentissage

A la fin de cette unité d’enseignement, l’étudiant est capable de :
1	Having regard to the LO of the programme X, this activity contributes to the development and acquisition of the following LO: 1. Corporate citizenship 1.1. 'Demonstrate independent reasoning, look critically ' 1.2.Decide and act by incorporating ethical and humanistic values ,' 2. Knowledge and reasoning 2.1. Master the core knowledge of each area of management. 2.2. Master highly specific knowledge ' 2.3. Articulate the acquired knowledge from different areas 2.4. Activate and apply the acquired knowledge ' 2.5. Contribute to the development and advancement of the man- agement field. 3. A scientific and systematif approach 3.1. Conduct a clear, structured, analytical reasoning ' 3.2. Collect, select and analyze relevant information ' 3.3.Consider problems using a systemic and holistic approach ' 3.4. Perceptively synthesize 'demonstrating a certain conceptual distance ' 3.5.Produce, through analysis and diagnosis, implementable solutions' 4. Innovation and entrepreneurship 4.1. Identify new opportunities, propose creative and useful ideas ' 4.2. Initiate, develop and implement ideas around a new product, service, process ' 6. Teamwork and leadership 6.1. Work in a team... 7. Project management 7.1.Analyse a project within its environment and define the expected outcomes' 8. Communication and interpersonal skills 8.1. Express a clear and structured message' 8.2. Interact and discuss effectively ' 8.3. Persuade and negotiate '

Contenu

The objective of this course is to lead students to consider "communications" as one of the many strategic decisions to be made by marketing managers (and not merely an operational task). While it presents the vast array of communication tools available to an organization, each tool or channel will be analyzed in a strategic perspective (integration with the marketing mix, objective(s), target(s), sector, interaction between the tools and channels..) and the optimization of each option will be considered through the lens of the latest knowledge in consumer behavior, communication, psychology, ... . Academic research, case studies, experts’ interventions and a wide variety of examples will be used to this end. Last, elements enabling an ethical evaluation of communication practices will be presented to help student reflect upon this managerial task.

Méthodes d'enseignement

En raison de la crise du COVID-19, les informations de cette rubrique sont particulièrement susceptibles d’être modifiées.

Lectures; Readings to prepare the lecture; In-class activities based on readings; Cas studies; Paper work; Experts' discussions

Modes d'évaluation
des acquis des étudiants

En raison de la crise du COVID-19, les informations de cette rubrique sont particulièrement susceptibles d’être modifiées.

Cases and readings will be requested from students . The written report to the major case - done in group- will represent 20% of the final note.
Examination session

Written: 3 hours
80% of the final note

NB: In case of failure in June, notes for the case will be automatically transfered to the September session. Only the exam part (80%) will be available in September.

Autres infos

Internationalisation - international content - case study

Ressources
en ligne

Course slides and papers for reading, quizzes and cases will be made available to students on Moodle a few days before the class.

Bibliographie

: SLIDES compulsory and available on line . BOOK : P. De Pelsmacker, M. Geuens : Marketing Communications : a European Perspective , 5th edition, Pearson not compulsory. BOOK : P. De Pelsmacker, M. Geuens : Marketing Communications : a European Perspective , 5th edition, Pearson compulsory . No reading file. Supports available on line are on ICAMPUS.

Faculté ou entité
en charge

CLSM

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

Intitulé du programme

Sigle

Crédits

Prérequis

Acquis
d'apprentissage

Master [120] en sciences de gestion

GESM2M

Master [120] : ingénieur de gestion

INGM2M

Master [120] en sciences de gestion

GEST2M

Master [120] : ingénieur de gestion

INGE2M