mcomu2203  2019-2020  Mons

In view of the health context linked to the spread of the coronavirus, the methods of organisation and evaluation of the learning units could be adapted in different situations; these possible new methods have been - or will be - communicated by the teachers to the students.
See also the list of assessments for the June 2020 session.
5 credits
30.0 h
Q1
Teacher(s)
Language
French
Main themes
This course aims first to explain the various stages of the creation of an advertising campaign: the strategic analysis of communication, the choice of an advertising agency, the creative briefing, the choice of the media. In the second part of the course, the student will apply these notions to the process of creation of an advertising campaign of marketing from A to Z for a fictitious product. It will be made in groups. It will be asked the groups to draft intermediary reports and to present their final report with a full view of the campaign and all the underlying processes.
Aims

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

1

This course is based on the one hand on the basic concept of integrating an advertising campaign within the overall strategy of a company or an association (what are the targeted segments, what¿s the message, how to get this message across), including the concepts of customer¿

Given the « competencies referential » linked to the LSM Master 120 in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:

  • Master multidisciplinary body of knowledge in order to have a deep understanding of communication
  • Integrate and work in a team; exercise enlightened leadership;
  • Define and manage a project to completion;
  • Communicate effectively and convincingly.

At the end of the class, students should be able tomastering the process of creation of a marketing advertising campaign from A to Z

 

The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
Content
This course is based, on one hand on the fundamental notion of integration of an advertising campaign within the global strategy of a company or an association (which are the targeted segments, which message, how make this message pass), in this understood the notions of relations customers-agencies; and on the other hand, on the process of creation of Marketing advertising campaigns
Teaching methods
  • Lectures
  • Case  study
Evaluation methods
Ongoing evaluation (Case study)
Bibliography
Références bibliographiques recommandées, lectures conseil1ées :
LENDREVIE Jacques, De BAYNAST, Le Publicitor, 8ème édition, Editions Dalloz Paris, 2014.
JOANNIS Henri, De BARNIER Virginie, De la stratégie marketing à la création publicitaire, Dunod, Paris, 2010.
Faculty or entity


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

Title of the programme
Sigle
Credits
Prerequisites
Aims
Master [120] : Business Engineering
5

Master [120] in Communication
5

Master [60] in Management

Master [120] in Management
5

Master [120] in Communication
5

Master [120] in Management
5