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ADVERTISING AND COMMUNICATION MANAGEMENT

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S2-MKT-MA-EI84UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)J.HENDRY
Intervenant(s)Janine HENDRY


Pré requis

Knowledge of marketing strategy, consumer behavior and marketing research

Objectifs du cours

At the end of the course, the students should be able to :
- To get a clear view of the role and nature of marketing communications
- To understand the communications management process
- To master the various elements of the communication mix (with a key emphasis on Advertising)
- To be able to design and evaluate a communication campaign

Contenu du cours

1/ Integrated marketing communications: concept and management process
2/ Advertising management: creative and media strategies, planning and communication evaluation
3/ Management of the other elements of the communication mix: Promotion, Public Relations, Direct marketing and personal selling
4/ The changing communication environment : media trends, ethical issues & new consumers' expectations.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Class discussion/interaction is critical in understanding and supporting the course content
Independent work
Research8,00   research for in-class workshops
Independent study
Group Project12,00   Communication project assignment in team of 2
to hand over 1 week after the end ot the class
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • E-learning
  • Research
  • Project work
  • Interactive class


Évaluation

Active participation in class, worshops and group presentation in class, written project

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation4,00130,00
Participation12,00110,00
Others
Individual Project6,00160,00
TOTAL     100,00

Bibliographie

  • Integrated Marketing Communications, PICKTON, D., and BRODERICK, A. FT Prentice Hall: Essex -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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