OUR ACADEMIC DEPARTEMENTS |
Lesson details
 | MARKETING COMMUNICATIONS | ||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-EI83UE | MARKETING | |
| Level | Year | Period | Language of instruction |
|---|---|---|---|
| Master | 1 | S2 | EnEnglish |
| Academic responsibility | L.VERDICKT |
|---|---|
| Lecturer(s) | Sandrine Aron |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
marketing mix, consumer behavior, brand management
Learning outcomes
understand therole of communication and define an organization stakeholders
define the main models of communication
understand the stakes of communication for a brand/organization and the dangers of greenwashing
identify the means used by advertising to be remembered (emotions, persuasion theory)
be able to manage and caary out an integrated communication strategy, and an integrated communication campaign (definition of targets, message …)
choose the appropriate communication tools according to the targets
recognize the digital communication tools, their advantages
know about the stakes linked to web2.0 and WEB3., the big data management, for example as for the ethical point of view
Course description
definition,goals of communication, integrated communication
main models of communication (focus : notion of noise)
focus on brand image, reputation, CSR, Crisis communication and greenwashing
communication strategy/media planning
communication mix (advertising, public relations, direct marketing, event & sponsorship, point of sales, brand activation..)
focus on : advertising : selective attention, persuasion theory
focus : digital communication, tools and evolution.
Class type
Class structure
| Type of course | Numbers of hours | Comments | |
|---|---|---|---|
| Face to face | |||
| Coaching | 4,00 | answering any questions individually. checking and comments on the collective work | |
| lecture | 8,00 | Theory : students follow the course on their computer while exposed | |
| Interactive class | 10,00 |
practicle questions. cases made together, presentation and debate . simulation : communication campaign + strategic process | |
| PBL class | 14,00 |
description, comparison and analisis of 3 brands websites (values, identity) focus on one brand and analysis of its communication mix (collective work (teams of 5-6 students) to prepare students to thefinal exam)) | |
| Total student workload | 36,00 | ||
Teaching methods
- Case study
- Coaching
- Interactive class
Assessment
Collective work
+
final written exam (open book) : simulation of a campaign
| Type of control | Duration | Number | Percentage break-down |
|---|---|---|---|
| Final Exam | |||
| Written exam | 0,00 | 0 | 60,00 |
| Others | |||
| Case study | 14,00 | 1 | 40,00 |
| TOTAL | 100,00 | ||
Recommended reading
- Marketing Communications , a EuropeanPerspective, 6th edition PEARSON isbn 978-1-292-13576-2 -
Internet resources
- -
viacom-outdoor.co.uk
cbsoutdoor.co.uk
adweb.co.uk
abc.org.uk
marcomwise.com
adassoc.org.uk
invictafm.com
radioauthority.org.uk
rab.co.uk
adassoc.org.uk
asa.org.uk (Advertising Standards Authority)
iab.net (The Interactive Advertising Bureau)
brandrepublic.com
adage.com
* This information is non-binding and can be subject to change
