Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Ce cours apparaît dans les formation(s) suivante(s)
Diplôme IÉSEG (Bac +5) Programme Grande École
- Crédits ECTS:
Responsable(s)
M.FINK
Intervenant(s)
Mitchell FINK
Présentation
Prérequis
Basic knowledge of Consumer Behavior, Marketing Management and Marketing Research.
Objectifs
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.
Présentation
- 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
Organisation
| 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 | ||
Évaluation
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
Bibliographie
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. -
Ressources Internet