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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)L.VERDICKT
Intervenant(s)Sandrine Aron

Pré requis

marketing mix, consumer behavior, brand management

Objectifs du cours

understand therole of communication and define an organization stakeholders
define the main models of communication
understand the stakes of communication for a brand/organization and the dangers of greenwashing
identify the means used by advertising to be remembered (emotions, persuasion theory)
be able to manage and caary out an integrated communication strategy, and an integrated communication campaign (definition of targets, message …)
choose the appropriate communication tools according to the targets
recognize the digital communication tools, their advantages
know about the stakes linked to web2.0 and WEB3., the big data management, for example as for the ethical point of view

Contenu du cours

definition,goals of communication, integrated communication
main models of communication (focus : notion of noise)
focus on brand image, reputation, CSR, Crisis communication and greenwashing
communication strategy/media planning
communication mix (advertising, public relations, direct marketing, event & sponsorship, point of sales, brand activation..)
focus on : advertising : selective attention, persuasion theory
focus : digital communication, tools and evolution.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class10,00   practicle questions. cases made together, presentation and debate .
simulation : communication campaign + strategic process
lecture8,00   Theory : students follow the course on their computer while exposed
Coaching4,00   answering any questions individually. checking and comments on the collective work
PBL class14,00   description, comparison and analisis of 3 brands websites (values, identity)
focus on one brand and analysis of its communication mix (collective work (teams of 5-6 students) to prepare students to thefinal exam))
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Interactive class
  • Case study
  • Coaching


Collective work
final written exam (open book) : simulation of a campaign

Type de ContrôleDuréeNombrePondération
Case study14,00140,00
Final Exam
Written exam0,00060,00
TOTAL     100,00


  • Marketing Communications , a EuropeanPerspective, 6th edition PEARSON isbn 978-1-292-13576-2 -

Ressources internet

  • - (Advertising Standards Authority) (The Interactive Advertising Bureau)

* Informations non contractuelles et pouvant être soumises à modification
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