5.00 crédits
30.0 h
Q2
Enseignants
Kervyn de Meerendré Nicolas; Magnus Doriane (supplée Kervyn de Meerendré Nicolas); Pleyers Gordy;
Langue
d'enseignement
d'enseignement
Anglais
Préalables
Basic Marketing
Thèmes abordés
Reativity, setting up a multicanal strategy (mass medias, e-communication, evenemential, public relations, '), budget setting, effectiveness measurement.
Acquis
d'apprentissage
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:
|
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
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
des acquis des étudiants
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
Examination session
- Written (open questions / in English): 3 hours
- 80% of the final note
Autres infos
Internationalisation - international content - case study
Ressources
en ligne
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
en charge
CLSM