On-line and Off-line Communication Strategies

5.00 credits

30.0 h

Teacher(s)

Kervyn Nicolas; Magnus Doriane (compensates Kervyn Nicolas); Pleyers Gordy;

Language

English

Prerequisites

Basic Marketing

Main themes

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

Learning outcomes

At the end of this learning unit, the student is able to :

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 ...

Content

Basics
Theoretical frameworks (e.g. models of attitude formation and change)
Advertising (e.g. types of advertising, rational and emotional advertising appeals, advertising in cross-cultural environments, ad irritation and avoidance)
Other communication media (e.g. public relations, sponsorship, special tools such as packaging and store design, or virtual reality)
Media planning (media selection, efficiency, and strategies)
Focus on digital media (e.g. digital media landscape, media strategy and planning, digital/offline integration, digital measurement)

Teaching methods

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

Evaluation methods

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 (open questions / in English): 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.

Other information

Internationalisation - international content - case study

Online resources

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

Bibliography

: 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.

Faculty or entity

CLSM

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

Title of the programme

Sigle

Credits

Prerequisites

Learning outcomes

Master [120] in Management

GESM2M

Master [120] : Business Engineering

INGE2M

Master [120] in Management

GEST2M

Master [120] : Business Engineering

INGM2M

Master [120] in Management (with work-linked-training)

GESA2M