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Communication and Plans speciality

Code Cours
2223-ISTC-L3A-UE18-COMPLAN
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Establishment
ISTC - L'ECOLE DES MANAGERS DE LA COMMUNICATION
Language of instruction
French, English
Teaching content
UE18
Training officer(s)
C.Melchior
Stakeholder(s)
C.Melchior
Level
Bachelor
Program year
3
Period
A

Présentation

Prerequisite
Marketing fundamentals
Goal
Identifying optimal communication mix
Being able to meet marketing goals with efficient communication campaigns
Getting tools to design, implement and control a communication strategy
Practicing critical thinking, evaluating communication campaigns
Presentation
Integrating communication strategy into the marketing strategy !
Communication strategy :
Communication plan (type, objective, audience)
Creative strategy
Communication mix (channel, media, tools, supports)
Communication campaigns design and evaluation

Modalités

Organization
Type Amount of time Comment
Face to face
15,00
Independent study
Travail personnel indicatif 15,00 Recherche d’information, création de contenu et de supports…
Overall student workload 30,00
Evaluation
Exam: multiple-choice test and lesson questions.

Ressources

Bibliography
Marketing management - P. Kotler, P.L. Dubois, P. Keller, D.Manceau

Pearson Education, 13rd edition, 2009.

Mercator - Théorie et pratique du marketing - J.Lendrevie et J.Lévy

Dunod, 9th edition, 2009.

Le marketing stratégique. Stratégie, segmentation, positionnement, marketing-mix et politique d'offre - Y. Chirouze

Ellipse, 1995

Marketing stratégique et opérationnel Du marketing à l'orientation-marché - JJ.Lambin et C. de Moerloose

Collection: Management Sup, Dunod, 2012 - 8th edition

Marketing : L'essentiel pour comprendre, décider, agir - M.Vandercammen

De Boek, 3rd edition, 2011.

Le plan marketing - P. Villemus

Eyrolles , 2009

Internet resources
Bibliothèque numérique réseau