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IESEG School of Management ( IÉSEG )

Code Cours :



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

Pré requis

Students are required to have a fundamental knowledge of marketing, they should be able to differentiate between marketing strategires and marketing tactics and undersstand the relationmship between all marketing mix elements in achieving specifeid objectives.

Objectifs du cours

Explain what is meant by the term consumer driven commuication. Explain what is meant by the term markreter driven communication. Apply marketing communication strategies to a product. Explain the concept of the the core value propostion. Explain the link btween the core value proposition and the development of targeted communincation strategies. Describe the process of managaging a succssful advertising and communication campaign

Contenu du cours

The course Marketing and Communication Management focuses on developing core competencies centered on the construction and management of a commuhication campaign. This course provides students with the opportunity to develop a communication campaign and whilst doing so provides a link between the application and understadning of marketing communication theory.The course covers the use of both marketing driven and consumer driven communications.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class10,00   Students will be required to work in tandem with one another in class to idetify examples of the theory presented
lecture8,00   Theotetical constructs will be provided by way of interactive lecture material, which will innclude the presentation of a significnat number of examples
Independent work
Independent study
Group Project20,00   The assessment is based around one mahjor project which involves the development and executive of a communications strategy. The presenatation will be by way of electronic presentation
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Project work
  • Interactive class
  • Coaching


The assessment is continuos thoughout both the face to face in class time and during the stuidents study time. The assessment for this subject focuses on the development and presentation of a major communicationm strategy.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Written Report0,00040,00
TOTAL     100,00

* Informations non contractuelles et pouvant être soumises à modification
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