5.00 credits
30.0 h
Q1
Teacher(s)
Courbet Annie; Jean Christine;
Language
French
Main themes
This course aims to understand the process of persuasive communications with a focus both on message and media. The first part of the course will be devoted to the context of persuasive communication and to study the main persuasion models. The second part focus on the measure persuasive communication effectiveness (Main questions around measure, Main measurement tools, Pretesting phase, Posttesting methodology and indicators). Finally the last part focus on Media that is : different media specificities, Media planning and Measures effectiveness
Learning outcomes
At the end of this learning unit, the student is able to : | |
1 |
Given the « competencies referential » linked to the LSM Master 120 in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:
|
Teaching methods
Lectures
Case study
Scientific Papers
Case study
Scientific Papers
Evaluation methods
Ongoing evaluation (Case study)
Written exam
Written exam
Bibliography
DE PELSMACKER P., GEUENS K., VAN DEN BERGH J. (2013), Marketing Communications: A European Perspective. 5th Ed, Pearson ISBN-10: 0273773224 ' ISBN-13: 9780273773221
Faculty or entity
COMU
Programmes / formations proposant cette unité d'enseignement (UE)
Title of the programme
Sigle
Credits
Prerequisites
Learning outcomes
Master [120] in Public Administration
Master [120] in Management
Master [120] in Communication
Master [60] in Management
Master [120] in Business Management
Master [120] in Management
Master [120] in Communication