Communication Marketing
ECTS : 6
Description du contenu de l'enseignement :
This course will offer you a general overview of marketing communications, its historical roots, and all the different elements of marketing communications (branding, strategy, traditional, digital and social media, …). At the end of the course, students will have a better understanding on how to build accurate and more responsible communication strategies. The course will try to offer a balance between theory and practice (through various activities such as business games, learning expeditions and much more)
SessionTopic
1History of advertising
2Learning expedition
3Communication strategy & branding
4Communication strategy & branding
5Paid Media (Business Game Digital MediaPRO)
6Paid Media (Business Game Digital MediaPRO)
7Public Relations and Social Media
8Public Relations and Social Media
9Ethics & Advertising
10Learning expedition
11Ethics & Advertising
12Final Exam
Compétence à acquérir :
Discovering the historical roots of advertising
Building strong and meaningful brands
Identifying communications objectives
Capturing consumer insights
Selecting the right media (traditional or digital advertising, social media, public relations)
Reflecting on the responsibility of marketing and advertising regarding sustainability and ethical issues
Mode de contrôle des connaissances :
We will invite the students to play an active part in their own learnings and decide which skills and knowledge they want to develop according to their career plans. Students will be asked to select 4 activities among a list of approximately 15 activities (e.g. podcasts, readings, artistic work, online certificates, Ted Talks etc.). The chosen activities will be summarized and analyzed in a personal logbook which format is left free. In addition to the description of the activities, students will have to write an essay of 1500-2500 words indicating what they learnt from this work.
The final exam will combine multiple choice questions and short open-ended questions on the lectures, conferences, and mandatory readings.
Digital MediaPRO Simulation by StratX is a marketing simulation software that exposes course participants to the elaboration of a media strategy (consumer targeting, purchase funnel, media selection, media-planning, return on media investment).
- Class participation (20%)
Active class participation is required - this is what makes classes lively and instructive. Come on time and prepared.
The numerical grade distribution will dictate the final grade. The passing grade for a course is 10/20.
Exam policy: In the exam, students will not be allowed to bring any document (except if allowed by the lecturer). Unexcused absences from exams or failure to submit cases will result in zero grades in the calculation of numerical averages. Exams are collected at the end of examination periods.Bibliographie, lectures recommandées :
- Marketing Communications: touchpoints, sharing and disruption (Eighth Edition), Chris Fill and Sarah Turnbull, Pearson, 2019.
- More references will be provided