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Fiche détaillée d'un cours

ADVERTISING AND COMMUNICATIONS STRATEGY
2018-2019	FrIESEG School of Management ( IÉSEG )
Code Cours :	1819-IÉSEG-M1S1-MKT-MA-EE76UE	MARKETING

Niveau	Année de formation	Période	Langue d'enseignement
Master	1	S1	FrEnglish

Professeur(s) responsable(s)	M.FINK
Intervenant(s)	Mitchell FINK

IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

Basic knowledge of Consumer Behavior, Marketing Management and Marketing Research.

Objectifs du cours

At the end of the course the student should be able to :
Master the appropriate techniques of communications through advertising, and display expertise in this domain.

Contenu du cours

- Aligning advertising communications with brand marketing strategy
- Developing an effective communications strategy incorporating traditional and digital media
- Evaluating advertising for communications effectiveness
- Persuasion in advertising
- Media strategy to support communications

Modalités d'enseignement

Organisation du cours

Type	Nombre d'heures	Remarques
Independent work
E-Learning	4,00
Research	5,00
Independent study
Estimated personal workload	15,00
Face to face
Interactive class	16,00
Charge de travail globale de l'étudiant	40,00

Méthodes pédagogiques

E-learning
Interactive class
Lecture
Project work
Research

Évaluation

Grading will be based primarily on a final exam and secondarily, on active participation in case and class exercises.

Type de Contrôle	Durée	Nombre	Pondération
Continuous assessment
Participation	0,00	0	35,00
Final Exam
Written exam	0,00	1	65,00
TOTAL			100,00

Bibliographie

The content will be based on materials presented in class as well as additional articles and cases. All materials will be available via IESEG ONLINE. -