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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.STAVROS
Intervenant(s)James (Jim) Mourey, Ph.D.

Pré requis

To maximize the learning outcomes, before undertaking this course you should have a reasonable understanding of general marketing principles. That is, have a basic knowledge and be aware of the fundamentals of marketing, including common segmentation approaches, buyer behaviour stages, preliminary marketing research concepts, the marketing mix variables and the associated concepts of branding and positioning.

Objectifs du cours

Following Successful Completion of this Course, Students Will Be Able To: Integrate insights from marketing research and consumer psychology to develop meaningful, attentiongrabbing, and successful marketing campaigns. Students should be able to design, measure, and analyze informative research campaigns that spark ideas for creative executions that incorporate foundational psychological motivations. Students will be able to critique existing marketing campaigns - both successful and unsuccessful - using the Fusion approach taught in class and, by the end of the course, should be able to deliver a fully-designed, integrated marketing campaign for a company, brand, or product of their choosing. Students should also be able to identify the weak points of existing marketing campaigns and to brainstorm innovative solutions to fix those problems.

Contenu du cours

Description: Marketing is comprehensive. From the quantitative fields of marketing research and operations/logistics to the more qualitative, creative fields of advertising and new product innovation, marketing is a business discipline whose components span a diverse, multifunctional set of skills. However, students are rarely given the opportunity to think through how these unique-yet-related components interact, complement one another, and work as an ensemble to create an effective, memorable marketing campaign. In this course, students will be introduced to the Fusion framework, a model that spans the core components of marketing (i.e., advertising, sponsorship, promotion, digital media, PR, corporate social responsibility, customer service, trade/B2B relationships), and synthesizes 1) research/data insights, 2) consumer psychology, and 3) creative executions. Then, using the Fusion framework, students will critique existing campaigns - good and bad - and develop an original campaign of their own to achieve a specific business goal.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class8,00   Although I will need to do some lecturing to explain key points, my course is always interactive, so I split the time 8 hours for magistral and 8 hours for interactive, yet much of the course will be very interactive. Students are expected to be active pa
lecture8,00   Although I will need to do some lecturing to explain key points, my course is always interactive, so I split the time 8 hours for magistral and 8 hours for interactive, yet much of the course will be very interactive.
Independent study
Group Project15,00   Students will work in groups to research, design, and create a comprehensive marketing campaign and present it to the class on the final day.
Estimated personal workload5,00   This is to account for time students may need as "extra" time to focus on their readings, indiviual write-ups, and the group project.
Individual Project5,00   Student will write one-page writeups on key concepts to keep them actively engaged in the course and to prepare them for the group project. The three assignments are designed to reinforce each day's learning and to allow students to reflect that they hve
Independent work
E-Learning5,00   Students will read the book accompanying the course throughout the week, as the book will help guide them through the model and give specfic examples in addition to those provided in class.
Research10,00   Students will design an original survey that captures insights from consumers that will help them develop and justify choices made for their original integrated campaign
Charge de travail globale de l'étudiant56,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Seminar
  • Project work
  • Interactive class
  • Case study


For this class, you will have three individual assignments and one comprehensive group project. The individual assignments are designed to reinforced core ideas from class so that these skills can then be applied in the context of the group project. The purpose of the group project is to give students the opportunity to apply the Fusion model to a real world company and to demonstrate their acquisition of the course concepts and skills. Successful projects will be those that integrate the tools presented in class and present a fully thought out marketing campaign as tangibly as possible. The details of the individual assignments and the group project are included in the pages that follow. In addition to the individual assignments and the group project, you will also be graded on attendance and participation in class. Come prepared: read the book, dream up fun questions, and connect the concepts to the real world examples so that we can have engaging class conversation - this will make class even more fun and educational!

Type de ContrôleDuréeNombrePondération
Written Report0,00320,00
Group Project0,50125,00
Continuous assessment
TOTAL     100,00


  • Specific resources for reading will be given to students in the class notes and students will be directed to particular readings depending upon their chosen interests and research areas. -

  • Fusion: A Modern 'How-To' Guide for Integrated Marketing Strategy (From Creative Spark to Synergistic Explosion) -

* Informations non contractuelles et pouvant être soumises à modification
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