This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

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

Learning outcomes

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.

Course description

- 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

Class type

Class structure

Teaching methods

• E-learning
• Interactive class
• Lecture
• Project work
• Research

Assessment

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

Recommended reading

• 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. -

Internet resources

• IESEG Online