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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)V.DERNONCOURT
Intervenant(s)Valérie DERNONCOURT

Pré requis


Objectifs du cours

At the end of the course, the students should be able to:
1. use a conceptual framework for the planning, integrating and control of the marketing communication process
2. determine the role of marketing communication in branding
3. construct realistic communication objectives for different types of marketing communication
4. set a marketing communication budget and allocate resources to the communication elements within this budget
5. provide relevant input towards creative and media strategy
6. demonstrate the strategic use of each of the communication elements - advertising, direct marketing, sale promotion and PR/publicity
7. identify the need for evaluating the effectiveness of the marketing communication plan
8. formulate relevant ideas on communication campaign issues, present and discuss them

Contenu du cours

1. Unit introduction - the importance of integrated marketing communications
2. Which value relationships to communicate and how communication works
3. What to communicate - brand positioning
4. How to communicate
5. Where to communicate - media choices
6. Media planning, strategy and execution
7. Deconstructing the IMC components - advertising and sales promotion
8. Deconstructing the IMC components - Direct Marketing and the WWW
9. Deconstructing the IMC components - Public Relations, sponsorship and events management
10. The Integrated Marketing Research process
11. IMC - The evaluation process
12. Future Issues in Integrated Marketing Communication

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent study
Group Project20,00  
Independent work
Charge de travail globale de l'étudiant46,00  

Méthodes pédagogiques

  • Lecture
  • Presentation
  • E-learning
  • Research
  • Seminar


Students are evaluated based on a contribution of their participation, interaction, contribution to a group project and individual assessment by way of exam.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam2,00140,00
Written Report0,00120,00
TOTAL     100,00


  • Australian companies using globalization to disrupt the ancient wine industry - Cox, J. & Bridwell, L. (Competitiveness Review, 2007) -

  • Multinational corporations and the challenge of global advertising. What do US headquarters consider important in making media-selection decisions ? - Kanso, A. & Nelson R. (International Marketing Review, Vol. 24 No. 5, 2007, pp. 563-590) -

  • Targeting Children in the Cereal Aisle: Promotional Techniques and Content Features on Ready-to-eat Cereal packaging - Page, R., Montgomery, K., Ponder, A., Richard, A. & McDermott, R. (American Journal of Health Education; Sep/Oct 2008; 39, 5) -

  • The Commercial Games: Selling Off the Olympic Ideals - Wedekind, J. (Multinational Monitor; Sep/Oct 2008; 29, 2) -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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