OUR ACADEMIC DEPARTEMENTS

Lesson details

ADVERTISING AND COMMUNICATION MANAGEMENT
2018-2019	EnIESEG School of Management ( IÉSEG )
Class code :	1819-IÉSEG-M1S2-MKT-MA-EI84UE	MARKETING

Level	Year	Period	Language of instruction
Master	1	S2	EnEnglish

Academic responsibility	J.HENDRY
Lecturer(s)	Janine HENDRY

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

Prerequisites

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.

Learning outcomes

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.

Course description

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.

Class type

Class structure

Type of course	Numbers of hours	Comments
Face to face
lecture	8,00	Theotetical constructs will be provided by way of interactive lecture material, which will innclude the presentation of a significnat number of examples
Interactive class	10,00	Students will be required to work in tandem with one another in class to idetify examples of the theory presented
Independent work
Research	12,00
Independent study
Group Project	20,00	The assessment is based around one mahjor project which involves the development and executive of a communications strategy. The presenatation will be by way of electronic presentation
Total student workload	50,00

Teaching methods

Coaching
Interactive class
Presentation
Project work
Research

Assessment

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.