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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)T.TESSITORE
Intervenant(s)Tina TESSITORE

Pré requis

Introductory Marketing Management Course

Objectifs du cours

At the end of the course, the student should be able to :
1. Define and analyze diverse contemporary (i.e., modern) marketing communication tools and strategies;
2. Understand the underlying mechanisms that drive the effectiveness of these marketing communication tools;
3. Apply the acquired insights to create appropriate marketing strategies and to develop an integrated marketing communication plan.

Contenu du cours

In our modern society, traditional marketing tools become less effective due to the rise of new technologies (e.g., DVRs stimulate zipping and zapping), consumers' awareness of persuasion, etc. Therefore, marketers are increasingly searching for new ways to communicate and promote their brands. In this regard, new marketing communication tools, such as hybrid marketing communications (e.g., product placement), celebrity endorsement, buzz marketing, viral marketing, mobile marketing, online marketing, interactive marketing, gamification etc. are emerging. In this course, we will study several of these contemporary techniques in depth, analyze the power and (dis)advantages of these techniques, learn how their effectiveness can be measured, discuss which contemporary tactic is most appropriate in which situation, initiate group discussions on ethical issues involving these strategies, solve a case study, develop an integrated marketing communication plan in which traditional and contemporary marketing strategies need to be appropriately combined, etc.
This course mainly focuses on the promotion-part of the marketing mix.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Independent study
Group Project12,00   Group projects that will be the object of a presentation and/or written report
Estimated personal workload6,00  
Charge de travail globale de l'étudiant42,00  

Méthodes pédagogiques

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


Assessment is based on one group paper assignment (35%) and presentation(s) (15%) either on an integrated marketing communication plan for a specific brand or on a specific contemporary marketing communication tactic and involved companies, on one group paper and group discussion on a thematic issue from the literature (30%), MCQ or games during an interactive session (10%), on participation during the interactive sessions (10%).

Type de ContrôleDuréeNombrePondération
Continuous assessment
Written Report12,00150,00
TOTAL     100,00


  • There is no compulsory text -

    students receive a copy of the course slides;
    students are provided with some articles from the literature.

* Informations non contractuelles et pouvant être soumises à modification
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