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Marketing Fusion: Integrated Marketing Strategy


IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.STAVROS
Intervenant(s)Dr. James A. Mourey

Pré requis

Students wishing to take this course should have taken an introductory marketing or principles of marketing course, as well as have taken a course on consumer behavior (i.e., consumer psychology, social psychology) and marketing research (or statistics).

Objectifs du cours

…integrate insights from marketing research and consumer psychology to develop meaningful, attention-grabbing, 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 unsuccessful and successful - 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 identifiy the weak points of exisiting marketing campaigns and to brainstorm innovative solutions to fix those problems

Contenu du cours

Marketing is comprehensive. From the extremely quantitive 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 skillset. However, students are rarely given the opportunity to think through how these related-yet-unique 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 first teaches the core components of marketing (i.e., advertising, sponsorship, promotion, digital media, PR, corpoate social responsibility, customer service, trade/B2B relationships), and then synthesizes 1) research/data insights, 2) consumer psychology, and 3) creative executions. Then, using the Fusion framework, students will critique well-known 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
Reference manual 's readings5,00   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


Student grades will consist of 1) individual write-up assignments, 2) a series of short quizzes that reviews the prior day's learning objectives/lessons, and 3) a comprehensive group project, as well as engagement and participation throughout the course

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


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

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