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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:
Training officer(s)
M.FINK
Stakeholder(s)
Mitchell FINK
Présentation
Prerequisite
Basic knowledge of Consumer Behavior, Marketing Management and Marketing Research.
Goal
At the end of the course the student should be able to :
Master the appropriate techniques of communications through advertising, and display expertise in this domain.
Master the appropriate techniques of communications through advertising, and display expertise in this domain.
Presentation
- Aligning advertising communications with brand marketing strategy
- Developing an effective communications strategy incorporating traditional and digital media
- Evaluating advertising for communications effectiveness
- Persuasion in advertising
- Media strategy to support communications
- Developing an effective communications strategy incorporating traditional and digital media
- Evaluating advertising for communications effectiveness
- Persuasion in advertising
- Media strategy to support communications
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Recherche | 5,00 | ||
| E-Learning | 4,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 15,00 | ||
| Overall student workload | 40,00 | ||
Evaluation
Grading will be based primarily on a final exam and secondarily, on active participation in case and class exercises.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 35,00 |
| Examen (final) | |||
| Examen écrit | 0,00 | 1 | 65,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
The content will be based on materials presented in class as well as additional articles and cases. All materials will be available via IESEG ONLINE. -
Internet resources