Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
C.DEMANGEOT
Intervenant(s)
Catherine DEMANGEOT
Présentation
Prérequis
In order to undertake this course, students need to have a competent understanding of the folllowing marketing concepts: buyer behaviour stages, forms of segmentation, the 4 or 7 Ps, branding and in particular brand identity and brand posititioning, segmentation-targeting-positioning.
Objectifs
At the end of the course, the student should be able to:
1. Critically evaluate marketing communication concepts and theories.
2. Demonstrate an understanding of how marketing communication strategy fits in with the overall strategy marketing objectives of a firm or brand.
3. Integrate the key elements of marketing communication planning in order to meet marketing communication strategy objectives.
4. Apply the marketing communication management principles in order to develop an integrated marketing communicationn strategy for a brand.
1. Critically evaluate marketing communication concepts and theories.
2. Demonstrate an understanding of how marketing communication strategy fits in with the overall strategy marketing objectives of a firm or brand.
3. Integrate the key elements of marketing communication planning in order to meet marketing communication strategy objectives.
4. Apply the marketing communication management principles in order to develop an integrated marketing communicationn strategy for a brand.
Présentation
1. The main components of marketing communication
2. Consumer psychology; how communication works
3. Managing marketing communications - strategy, planning, objectives, positioning
4. Branding communication
5. The marketing communication mix: Tools, media, content.
2. Consumer psychology; how communication works
3. Managing marketing communications - strategy, planning, objectives, positioning
4. Branding communication
5. The marketing communication mix: Tools, media, content.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 3,00 | ||
| Recherche | 10,00 | ||
| Travail personnel | |||
| Group Project | 12,00 | ||
| Charge de travail personnel indicative | 7,00 | ||
| Overall student workload | 48,00 | ||
Évaluation
The course will be assessed via participation in class during the intensive week. On the Friday of that week, they will present, as groups, some work on a particular brand/sector. They will also be required to put together a report consisting of marketing communication recommendations for a particular brand.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Présentation orale | 0,20 | 1 | 0,00 |
| Participation | 16,00 | 1 | 20,00 |
| Autres | |||
| Projet Individuel | 0,00 | 1 | 40,00 |
| exposé | |||
| exposé | 0,25 | 1 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Fill, Chris (2013), Marketing Communications - Brands, experiences and participation, Sixth Edition. Harlow, UK: Pearson -
Smith, PR and Zook, Ze (2011), Marketing Communication - Integrating offline and online with social media. London: Kogan Page. -
Smith, PR and Zook, Ze (2011), Marketing Communication - Integrating offline and online with social media. London: Kogan Page. -
Ressources Internet