On-line and Off-line Communication Strategies

llsms2006  2022-2023  Louvain-la-Neuve

On-line and Off-line Communication Strategies
5.00 credits
30.0 h
Kervyn de Meerendré Nicolas; Magnus Doriane (compensates Kervyn de Meerendré Nicolas); Pleyers Gordy; Pleyers Gordy (compensates Kervyn de Meerendré Nicolas);
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 ...
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
Lectures; Readings to prepare the lecture; In-class activities based on readings; Cas studies; Paper work; Experts' discussions
Evaluation methods
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 (open questions / in English): 3 hours
  • 80% of the final note
NB: In case of failure in June, notes for the case  will be automatically transfered to the September session. Only the exam part (80%) will be available in September.
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.
: 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

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

Title of the programme
Learning outcomes
Master [120] in Management

Master [120] : Business Engineering

Master [120] in Management

Master [120] : Business Engineering