On-line and Off-line Communication Strategies

llsms2006  2023-2024  Louvain-la-Neuve

On-line and Off-line Communication Strategies
5.00 credits
30.0 h
Kervyn Nicolas; Magnus Doriane (compensates Kervyn Nicolas); Pleyers Gordy;
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 ...
  • Basics
  • Theoretical frameworks (e.g. models of attitude formation and change)
  • Advertising (e.g. types of advertising, rational and emotional advertising appeals, advertising in cross-cultural environments, ad irritation and avoidance)
  • Other communication media (e.g. public relations, sponsorship, special tools such as packaging and store design, or virtual reality)
  • Media planning (media selection, efficiency, and strategies)
  • Focus on digital media (e.g. digital media landscape, media strategy and planning, digital/offline integration, digital measurement)
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

Master [120] in Management (with work-linked-training)