mcomu2203  2019-2020  Mons

Note from June 29, 2020
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.
5 credits
30.0 h
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.

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:

  • 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”.
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)
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
Master [120] : Business Engineering

Master [120] in Communication

Master [60] in Management

Master [120] in Management

Master [120] in Communication

Master [120] in Management