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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
J.HENDRY
Stakeholder(s)
Janine HENDRY
Présentation
Prerequisite
Students are required to have a fundamental knowledge of marketing, they should be able to differentiate between marketing strategies and marketing tactics and understand the relationship between all marketing mix elements in achieving specified objectives.
Goal
At the end of the course, the students should be able to:
Explain what is meant by the term consumer driven communication. Describe what is meant by the term marketer driven communication. Apply marketing communication strategies to a product. Explain the concept of the core value proposition. Explain the link between the core value proposition and the development of targeted communication strategy. Convey the process of managing a successful advertising and communication campaign.
Explain what is meant by the term consumer driven communication. Describe what is meant by the term marketer driven communication. Apply marketing communication strategies to a product. Explain the concept of the core value proposition. Explain the link between the core value proposition and the development of targeted communication strategy. Convey the process of managing a successful advertising and communication campaign.
Presentation
The course Advertising and Communication Management focuses on developing core competencies centred on the construction and management of a communication campaign. This course provides students with the opportunity to develop a communication campaign and whilst doing so provides a link between the application and understanding of marketing communication theory. The course covers the use of both marketing driven and consumer driven communications.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 10,00 | Students will be required to work in tandem with one another in class to idetify examples of the theory presented | |
| Cours magistral | 8,00 | Theotetical constructs will be provided by way of interactive lecture material, which will innclude the presentation of a significnat number of examples | |
| Autoformation | |||
| Recherche | 12,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | 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 | |
| Overall student workload | 50,00 | ||
Evaluation
The assessment is continuous throughout both the face to face in class time and during the students study time. The assessment for this subject focuses on the development and presentation of a major communications strategy. The major presentation includes the development of an advertising and communication campaign. This presentation is delivered electronically.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| exposé | |||
| exposé | 0,00 | 0 | 40,00 |
| Contrôle continu | |||
| Participation | 0,00 | 0 | 20,00 |
| Autres | |||
| Rapport écrit | 0,00 | 0 | 40,00 |
| TOTAL | 100,00 | ||