Although we do not yet know how long the social distancing related to the Covid-19 pandemic will last, and regardless of the changes that had to be made in the evaluation of the June 2020 session in relation to what is provided for in this learning unit description, new learnig unit evaluation methods may still be adopted by the teachers; details of these methods have been - or will be - communicated to the students by the teachers, as soon as possible.
At the end of this learning unit, the student is able to :
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:
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”.
- Case study
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.