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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
L.VERDICKT
Stakeholder(s)
Laurence VERDICKT
Présentation
Prerequisite
Basic knowledge of Marketing management
Goal
At the end of the course, the student should able to :
-To get a comprehensive view of the role and nature of marketing communications, generally speaking and in the international context
- To master the communications management process and the communication mix
- To understand the key factors driving standardization or adaptation of international communications
- To be able to analyze and evaluate an international communication campaign
-To get a comprehensive view of the role and nature of marketing communications, generally speaking and in the international context
- To master the communications management process and the communication mix
- To understand the key factors driving standardization or adaptation of international communications
- To be able to analyze and evaluate an international communication campaign
Presentation
1/ Importance and specificities of global marketing communications
2/ The general marketing communications: concept and management process
3/ Advertising management: creative and media strategies, specificities of international advertising
4/ Management of the other elements of the communication mix: Promotion, Public Relations, Direct marketing, personal selling and e-marketing
5/ importance of culture and other country specificities in internalional communications
Campaign Illustrations: McDonald's, RedBull, Coca-Cola, Apple, Omo/Skip, Chanel, L'Oréal…
2/ The general marketing communications: concept and management process
3/ Advertising management: creative and media strategies, specificities of international advertising
4/ Management of the other elements of the communication mix: Promotion, Public Relations, Direct marketing, personal selling and e-marketing
5/ importance of culture and other country specificities in internalional communications
Campaign Illustrations: McDonald's, RedBull, Coca-Cola, Apple, Omo/Skip, Chanel, L'Oréal…
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 8,00 | articles reading | |
| Recherche | 6,00 | ||
| Travail personnel | |||
| Group Project | 10,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
- case studies in-class and as homework, presented in class (group work)
- final project assignment (group work): critically analyze a branded communication campaign
- individual class participation and presentation
- final project assignment (group work): critically analyze a branded communication campaign
- individual class participation and presentation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Collectif | 10,00 | 1 | 50,00 |
| Etude de cas | 6,00 | 3 | 40,00 |
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Internet resources