This class exists in these courses :
• ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 1 > 2,00 ECTS
• ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 2 > 2,00 ECTS

Learning outcomes

- Discovering the world of online and offline media.
- Understanding their advertising role and defining a media strategy.
- Becoming proficient with the key features of media planning.

This course develops the following professional skills:
- Designing and presenting a through-the-line communication strategy: drawing it up, presenting and defending it (being able to justify the choices made).
- Implementing a communication plan (creation, budget, follow-up).
- Measuring, comparing and analysing the quantitative and qualitative performance of each medium.
- Knowing online and offline jobs.
- Being able to work with all professional partners (agencies, companies, etc.).
- Developing your personality with an emphasis on values of integrity, open-mindedness, tolerance, and respect.
- Applying “principles” to every action: diligence, autonomy, interdisciplinarity, innovation, inventiveness.

Course description

1/ Media planning definition:
-Assessment criteria.
-Audience research.

2/ Media strategy and media planning:
- Developing a strategy (competitive analysis).
- Building a media plan.

3/ Buying advertising space:
- “Sapin” law for transparency and against corruption in the advertising world.
- Rates and terms of sales, commercial negotiation.

Class type

Class structure

Teaching methods

• Exercises
• Interactive class
• Tutorial

Assessment

Recommended reading

• Un exemple de mediaplanning multimedia - FOUCHER, Stéphanie, LE BLANC, Philippe, MORGENSZTERN, Armand

  FOUCHER, Stéphanie, LE BLANC, Philippe, MORGENSZTERN, Armand, et al. Un exemple de mediaplanning multimedia. Decisions Marketing, 2006, p. 7-22.

• Que mesure-t-on quand on mesure l'audience ? - FRAISSE, Emmanuel

  FRAISSE, Emmanuel. Que mesure-t-on quand on mesure l'audience?. Hermès, La Revue, 2003, no 3, p. 51-62.

• Les questions liées à la publicité - CHARON, Jean-Marie

  CHARON, Jean-Marie. VII. Les questions liées à la publicité. Repères, 2014, p. 86-96.

• Quel sera le paysage média en 2020?«les invasions barbares» saison 2: la dictature numérique - BEAUDICHON, Bertrand, BUSSON, Alain, et BAZIN, Chrystèle

  BEAUDICHON, Bertrand, BUSSON, Alain, et BAZIN, Chrystèle. Quel sera le paysage média en 2020?«les invasions barbares» saison 2: la dictature numérique. In : Annales des Mines-Réalités industrielles. ESKA, 2014. p. 5-11.