Teacher(s)
Language
French
Main themes
This course aims to understand the process of persuasive communications with a focus both on message and media. The first part of the course will be devoted to the context of persuasive communication and to study the main persuasion models. The second part focus on the measure persuasive communication effectiveness (Main questions around measure, Main measurement tools, Pretesting phase, Posttesting methodology and indicators). Finally the last part focus on Media that is : different media specificities, Media planning and Measures effectiveness
Learning outcomes
At the end of this learning unit, the student is able to : | |
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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:
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Content
The aim of this course is to understand the marketing communication process.
The course is therefore structured as follows. The first part of the course focuses on the role, evolution and effectiveness of the various marketing communication channels, based on real-life case studies. It will cover the key issues surrounding measurement, the main tools, methods and indicators for pre- and post-tests. In the conclusion, we address the new dimensions to be taken into account in marketing communication, such as sustainability, inclusion and new technologies. The second part is devoted to the media, i.e. the specific characteristics of the various media, media planning and measures of effectiveness. Real-world case studies explain and illustrate this part.
Key topics covered in the teaching unit, ensuring the overall coherence of the programme (with the programme’s AA framework as the target).
By the end of this teaching unit, the student will be able to:
In accordance with the competence framework for the LSM’s 120-credit Master’s programme in Management Sciences and Management Engineering, this course module contributes to the development and acquisition of the following competences:
It focuses on the role, evolution and effectiveness of the various marketing communication channels, drawing on real-life case studies. The course will therefore address key issues relating to measurement, the main measurement tools, and the methods and indicators used for testing and evaluation. The second part is devoted to the media, i.e. the specific characteristics of the various media, media planning, budgeting and measures of effectiveness.
Information on how this teaching unit contributes to the development and mastery of the skills and learning outcomes of the programme(s) can be found at the end of this factsheet, in the section ‘Programmes/courses offering this teaching unit (UE)’
In summary, the aim of this course is to understand the marketing communications process.
It focuses on the role, evolution and effectiveness of different marketing communication channels based on real-world case studies. The main issues will therefore be discussed
The course is therefore structured as follows. The first part of the course focuses on the role, evolution and effectiveness of the various marketing communication channels, based on real-life case studies. It will cover the key issues surrounding measurement, the main tools, methods and indicators for pre- and post-tests. In the conclusion, we address the new dimensions to be taken into account in marketing communication, such as sustainability, inclusion and new technologies. The second part is devoted to the media, i.e. the specific characteristics of the various media, media planning and measures of effectiveness. Real-world case studies explain and illustrate this part.
Key topics covered in the teaching unit, ensuring the overall coherence of the programme (with the programme’s AA framework as the target).
By the end of this teaching unit, the student will be able to:
In accordance with the competence framework for the LSM’s 120-credit Master’s programme in Management Sciences and Management Engineering, this course module contributes to the development and acquisition of the following competences:
- To successfully apply this knowledge to the understanding and critical analysis of marketing communication, as well as to the evaluation of results
- Develop the entire process of planning and implementing a communication campaign throughout the marketing funnel
- Understand the scientific rigour required when implementing persuasive communication and a media plan
- Work in a group
- Provide a solution to a case study, interpret the results and formulate managerial recommendations
- Communicate orally and in writing.
- Keep abreast of current practices for the various means of communication and the methods used to measure the effectiveness of persuasive communication
- Develop a critical analysis of these means and the measurement techniques employed
- Understand the specific characteristics of different media and means of communication
- Design and implement a marketing communications and (paid) media plan
It focuses on the role, evolution and effectiveness of the various marketing communication channels, drawing on real-life case studies. The course will therefore address key issues relating to measurement, the main measurement tools, and the methods and indicators used for testing and evaluation. The second part is devoted to the media, i.e. the specific characteristics of the various media, media planning, budgeting and measures of effectiveness.
Information on how this teaching unit contributes to the development and mastery of the skills and learning outcomes of the programme(s) can be found at the end of this factsheet, in the section ‘Programmes/courses offering this teaching unit (UE)’
In summary, the aim of this course is to understand the marketing communications process.
It focuses on the role, evolution and effectiveness of different marketing communication channels based on real-world case studies. The main issues will therefore be discussed
Teaching methods
Theory: lectures
Practical work: numerous real-life examples
Practical application: case studies
Reading of supporting scientific articles
The courses will, in principle, be delivered face-to-face. The arrangements for delivering the courses and case studies will be determined based on availability and technical requirements (premises, presentation equipment).
Practical work: numerous real-life examples
Practical application: case studies
Reading of supporting scientific articles
The courses will, in principle, be delivered face-to-face. The arrangements for delivering the courses and case studies will be determined based on availability and technical requirements (premises, presentation equipment).
Evaluation methods
Ongoing evaluation (Case study) 20%
Written exam and presentation 80% for both parts
Written exam and presentation 80% for both parts
Online resources
For the case study: the possibility of using AI, provided that this use is specified in the application.
‘The use of artificial intelligence in the assessment tasks for this course is governed by the rules set out in the faculty notice on this subject, which is available on the faculty’s intranet under ‘Information for students’.’
Reminder:
(1) Course materials (slides, syllabuses, recordings, videos, exam questions, etc.) are protected by copyright. Publishing them online without the permission of the relevant lecturer may constitute an infringement of their rights and could lead to legal action.
(2) Students are encouraged to share their personal work (notes, etc.) ‘only privately’ or within a private circle, and not on a platform that monetises their work.
‘The use of artificial intelligence in the assessment tasks for this course is governed by the rules set out in the faculty notice on this subject, which is available on the faculty’s intranet under ‘Information for students’.’
Reminder:
(1) Course materials (slides, syllabuses, recordings, videos, exam questions, etc.) are protected by copyright. Publishing them online without the permission of the relevant lecturer may constitute an infringement of their rights and could lead to legal action.
(2) Students are encouraged to share their personal work (notes, etc.) ‘only privately’ or within a private circle, and not on a platform that monetises their work.
Bibliography
DE PELSMACKER P., GEUENS K., VAN DEN BERGH J. (2013), Marketing Communications: A European Perspective. 5th Ed, Pearson ISBN-10: 0273773224 ' ISBN-13: 9780273773221. Références reprises par étude et cas concrets (Kantar, Havas, Belgian Association of Marketing, media studies..)
Faculty or entity
