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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)Constantino STAVROS (Semester 1), Claire TURAN (Semester 2)

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

At the end of the course, the student should be able to:
- Explain the process of IMC, with emphasis on advertising, sales promotion, public relations and sponsorship coordination;
- Detail the steps of IMC planning from the manager's perspective;
- Select and justify appropriate target audiences for IMC,
- Use creative approaches to generate concepts, strategies and tactics and apply these appropriately;
- Review, analyse and evaluate appropriate media for IMC, including effective frequencies for a media plan;

Contenu du cours

This course has eight main areas, with two areas generally covered each day in the four sessions.

1. Introduction to Integrated Marketing Communication
2. Targets of Marketing Communication / Budgets for IMC
3. The Behavioural Process / Communication Objectives / Mind of the Consumer
4. Creative Strategy & Tactics
5. Media planning / Different types of media
6. Promotions / Point-of-sale promotion / sponsorship / street marketing
7. Internet, web 2.0, social media
8. Measurement of performance

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Face to face lectures/workshops will occur during the week. You will be expected to be an active participant in these sessions
Independent study
Group Project12,00   You are required to prepare a practical project in two stages as oart of a group. The time allocated here should be ample for these activities
Estimated personal workload4,00  
Charge de travail globale de l'étudiant32,00  

Méthodes pédagogiques

  • Research
  • Project work
  • Interactive class


1) A 120 minute examination worth 60% of the marks will examine your understanding of the material presented throughout the preceding classes.
2) The preparation of a group Integrated Marketing Communications strategy project is worth the remaining 40%

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00160,00
Individual Project12,00140,00
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. -

* Informations non contractuelles et pouvant être soumises à modification
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