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INTERNATIONAL MARKETING COMMUNICATION (Course for Exchange Students)

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-IN-S1S2-MKT-IN-EI05UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1S2English
Professeur(s) responsable(s)L.VERDICKT
Intervenant(s)Laurence VERDICKT


Pré requis

Basic knowledge of Marketing management

Objectifs du cours

At the end of the course, the student should able to :
-To get a comprehensive view of the role and nature of marketing communications, generally speaking and in the international context
- To master the communications management process and the communication mix
- To understand the key factors driving standardization or adaptation of international communications
- To be able to analyze and evaluate an international communication campaign

Contenu du cours

1/ Importance and specificities of global marketing communications
2/ The general marketing communications: concept and management process
3/ Advertising management: creative and media strategies, specificities of international advertising
4/ Management of the other elements of the communication mix: Promotion, Public Relations, Direct marketing, personal selling and e-marketing
5/ importance of culture and other country specificities in internalional communications
Campaign Illustrations: McDonald's, RedBull, Coca-Cola, Apple, Omo/Skip, Chanel, L'Oréal…


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings8,00   articles reading
Research6,00  
Independent study
Group Project10,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

- case studies in-class and as homework, presented in class (group work)
- final project assignment (group work): critically analyze a branded communication campaign
- individual class participation and presentation

Type de ContrôleDuréeNombrePondération
Others
Group Project10,00150,00
Case study6,00340,00
Continuous assessment
Participation0,00010,00
TOTAL     100,00


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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