Reativity, setting up a multicanal strategy (mass medias, e-communication, evenemential, public relations, ...), budget setting, effectiveness measurement.
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
- 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)
Lectures; Readings to prepare the lecture; In-class activities based on readings; Cas studies; Paper work; Experts' discussions
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.
- Written (open questions / in English): 3 hours
- 80% of the final note
Internationalisation - international content - case study
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