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

Prerequisites

In order to undertake this course, students need to have a competent understanding of the folllowing marketing concepts: buyer behaviour stages, forms of segmentation, the 4 or 7 Ps, branding and in particular brand identity and brand posititioning, segmentation-targeting-positioning.

Learning outcomes

At the end of the course, the student should be able to:
1. Critically evaluate marketing communication concepts and theories.
2. Demonstrate an understanding of how marketing communication strategy fits in with the overall strategy marketing objectives of a firm or brand.
3. Integrate the key elements of marketing communication planning in order to meet marketing communication strategy objectives.
4. Apply the marketing communication management principles in order to develop an integrated marketing communicationn strategy for a brand.

Course description

1. The main components of marketing communication
2. Consumer psychology; how communication works
3. Managing marketing communications - strategy, planning, objectives, positioning
4. Branding communication
5. The marketing communication mix: Tools, media, content.

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work
• Research
• Seminar

Assessment

The course will be assessed via participation in class during the intensive week. On the Friday of that week, they will present, as groups, some work on a particular brand/sector. They will also be required to put together a report consisting of marketing communication recommendations for a particular brand.

Recommended reading

• Fill, Chris (2013), Marketing Communications - Brands, experiences and participation, Sixth Edition. Harlow, UK: Pearson -

• Smith, PR and Zook, Ze (2011), Marketing Communication - Integrating offline and online with social media. London: Kogan Page. -

Internet resources

• IESEG Online

  Course slides and other materials will be published on the course website.