On-line and Off-line Communication Strategies

llsms2006  2026-2027  Louvain-la-Neuve

On-line and Off-line Communication Strategies
5.00 credits
30.0 h
Q2
> Schedule
Teacher(s)
Bourgies Fabien; Pleyers Gordy;
Language
English
Prerequisites
Basic Marketing
Main themes
Reativity, setting up a multicanal strategy (mass medias, e-communication, evenemential, public relations, ...), budget setting, effectiveness measurement.
Learning outcomes

At the end of this learning unit, the student is able to :

1 Having regard to the LO of the programme X, this activity contributes to the development and acquisition of the following LO:
1. Corporate citizenship
  • 1.1. Demonstrate independent reasoning, look critically
  • 1.2.Decide and act by incorporating ethical and humanistic values ,
2. Knowledge and reasoning
  • 2.1. Master the core knowledge of each area of management.
  • 2.2. Master highly specific knowledge
  • 2.3. Articulate the acquired knowledge from different areas
  • 2.4. Activate and apply the acquired knowledge
  • 2.5. Contribute to the development and advancement of the man- agement field.
3. A scientific and systematif approach
  • 3.1. Conduct a clear, structured, analytical reasoning 
  • 3.2. Collect, select and analyze relevant information 
  • 3.3.Consider problems using a systemic and holistic approach 
  • 3.4. Perceptively synthesize 'demonstrating a certain conceptual distance 
  • 3.5.Produce, through analysis and diagnosis, implementable solutions
4. Innovation and entrepreneurship
  • 4.1. Identify new opportunities, propose creative and useful ideas
  • 4.2. Initiate, develop and implement ideas around a new product, service, process 
6. Teamwork and leadership
  • 6.1. Work in a team... 
7. Project management
  • 7.1.Analyse a project within its environment and define the expected outcomes
8. Communication and interpersonal skills
  • 8.1. Express a clear and structured message
  • 8.2. Interact and discuss effectively
  • 8.3. Persuade and negotiate ...
 
Content
  • Basics
  • Theoretical frameworks (e.g., models of attitude formation and change)
  • Advertising (e.g., types of advertising, rational and emotional advertising appeals, advertising in cross-cultural environments, ad irritation and avoidance)
  • Other communication media (e.g., product or store design, virtual reality)
  • Media planning (media selection, efficiency, and strategies)
  • Focus on digital media (e.g., digital media landscape, media strategy and planning, digital/offline integration, digital measurement)
Teaching methods
Lectures on key concepts and models, practical illustrations, case studies, guest lecture by a communication industry manager.
Evaluation methods
Assessment consists of an individual written examination comprising open-ended questions and possibly multiple-choice questions. During the August examination session, the written examination may be replaced by an individual oral examination.
Students are expected to attend and participate actively in all class sessions, as these sessions cover additional material that is not included in the slides. Students who are unable to attend all sessions (for example, incoming exchange students who join the course late are therefore unlikely to pass the course).
Bibliography
Slides (Moodle).
Reference book and articles.
Faculty or entity
> CLSM


Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Sigle
Credits
Prerequisites
Learning outcomes
Master [120] in Management
GESM2M
5
Master [120] : Business Engineering
INGE2M
5
Master [120] in Management
GEST2M
5
Master [120] : Business Engineering
INGM2M
5
Master [120] in Management (with work-linked-training)
GESA2M
5