Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

Students are required to have a fundamental knowledge of marketing, they should be able to differentiate between marketing strategies and marketing tactics and understand the relationship between all marketing mix elements in achieving specified objectives.

Objectifs du cours

At the end of the course, the students should be able to: Explain what is meant by the term consumer driven communication. Explain what is meant by the term marketer driven communication. Apply marketing communication strategies to a product. Explain the concept of the core value proposition. Explain the link between the core value proposition and the development of targeted communication strategy. Describe the process of managing a successful advertising and communication campaign.

Contenu du cours

The course Advertising and Communication Management focuses on developing core competencies centred on the construction and management of a communication campaign. This course provides students with the opportunity to develop a communication campaign and whilst doing so provides a link between the application and understanding of marketing communication theory. The course covers the use of both marketing driven and consumer driven communications.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Coaching
• Interactive class
• Presentation
• Project work
• Research

Évaluation

The assessment is continuous throughout both the face to face in class time and during the students study time. The assessment for this subject focuses on the development and presentation of a major communications strategy. The major presentation includes the development of an advertising and communication campaign. This presentation is delivered electronically.