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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)L.VERDICKT
Intervenant(s)Laurence VERDICKT

Pré requis

Students who sign up for this course should have at least basic knowledge of key marketing concepts (e.g. marketing mix, segmentation). The ability to ask critical questions, think creatively and identify secondary data to support their argument is essential for success in this course. Students should also be able to work in teams and make presentations

Objectifs du cours

At the end of the course, the student should be able to :
• define the main models of communication
• understand the nature and role of marketing communications (MC) tools
• recognize the creative advertising strategies
• be able to develop a marketing communications plan
• discuss advertising techniques and strategies in e-marketing
• discuss the importance of databases in direct marketing
• evaluate various sales promotions techniques
• discuss the main tools used by public relations
• understand the main methods of evaluating marketing communication campaigns

Contenu du cours

- The process of communication: main models, attention and scentic triggers in advertising, psychological processes in consumer processing of information
- Advertising (Print, Broadcast, Outdoor, Cinema and Ambiant media)
- Digital and Interactive media: types and techniques
- Strategy and Media Planning: principles and key concepts
- Direct Marketing
- Sales Promotions, Merchandising and Point of Sale communications
- Public Relations and Corporate Reputation
- Image and Brand Management

Modalités d'enseignement

Organisation du cours

The sessions will consist of lectures, presentations, discussion of selected journal articles and case studies.
Students will work in groups of 4-5.

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings10,00  
Independent study
Estimated personal workload24,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Assessment (group work) :
Continuous assessment: Homework preparation of the case or article, send to professor prior to class and random presentation in class for each session
Final Essay (written assignment): analysis of a case distributed in class, due one week after course end.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,20240,00
Case study2,00150,00
TOTAL     100,00


  • De Chernatony, L. and McDonald, M. (1999) Creating powerful brands, 2nd ed., Oxford, Butterworth Heinemann -

  • Franklin, B., Hogan, M., Langley, Q., Mosdell, N. and Pill, E. (2009) Key Concepts in Public Relations, London, Sage -

  • Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, 2nd ed., London, Prentice Hall -

Ressources internet

  • - (Advertising Standards Authority) (The Interactive Advertising Bureau)

* Informations non contractuelles et pouvant être soumises à modification
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