Due to the COVID-19 crisis, the information below is subject to change,
in particular that concerning the teaching mode (presential, distance or in a comodal or hybrid format).
5 credits
30.0 h
Q2
Teacher(s)
Kervyn De Meerendré Nicolas; Magnus Doriane (compensates Kervyn De Meerendré Nicolas); Pleyers Gordy; Poncin Ingrid (compensates Kervyn De Meerendré Nicolas);
Language
English
Main themes
Reativity, setting up a multicanal strategy (mass medias, e-communication, evenemential, public relations, '), budget setting, effectiveness measurement.
Aims
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:
|
Content
The objective of this course is to lead students to consider "communications" as one of the many strategic decisions to be made by marketing managers (and not merely an operational task). While it presents the vast array of communication tools available to an organization, each tool or channel will be analyzed in a strategic perspective (integration with the marketing mix, objective(s), target(s), sector, interaction between the tools and channels..) and the optimization of each option will be considered through the lens of the latest knowledge in consumer behavior, communication, psychology, ... . Academic research, case studies, experts’ interventions and a wide variety of examples will be used to this end. Last, elements enabling an ethical evaluation of communication practices will be presented to help student reflect upon this managerial task.
Teaching methods
Due to the COVID-19 crisis, the information in this section is particularly likely to change.
Lectures; Readings to prepare the lecture; In-class activities based on readings; Cas studies; Paper work; Experts' discussions
Evaluation methods
Due to the COVID-19 crisis, the information in this section is particularly likely to change.
Cases and readings will be requested from students . The written report to the major case - done in group- will represent 20% of the final note.Examination session
- Written: 3 hours
- 80% of the final note
Other information
Internationalisation - international content - case study
Online resources
Course slides and papers for reading, quizzes and cases will be made available to students on Moodle a few days before the class.
Bibliography
: SLIDES compulsory and available on line . BOOK : P. De Pelsmacker, M. Geuens : Marketing Communications : a European Perspective , 5th edition, Pearson not compulsory. BOOK : P. De Pelsmacker, M. Geuens : Marketing Communications : a European Perspective , 5th edition, Pearson compulsory . No reading file. Supports available on line are on ICAMPUS.
Faculty or entity
CLSM
