Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
L.VERDICKT
Intervenant(s)
Sandrine Aron
Présentation
Prérequis
marketing mix, consumer behavior, brand management
Objectifs
understand therole of communication and define an organization stakeholders
define the main models of communication
understand the stakes of communication for a brand/organization and the dangers of greenwashing
identify the means used by advertising to be remembered (emotions, persuasion theory)
be able to manage and caary out an integrated communication strategy, and an integrated communication campaign (definition of targets, message …)
choose the appropriate communication tools according to the targets
recognize the digital communication tools, their advantages
know about the stakes linked to web2.0 and WEB3., the big data management, for example as for the ethical point of view
define the main models of communication
understand the stakes of communication for a brand/organization and the dangers of greenwashing
identify the means used by advertising to be remembered (emotions, persuasion theory)
be able to manage and caary out an integrated communication strategy, and an integrated communication campaign (definition of targets, message …)
choose the appropriate communication tools according to the targets
recognize the digital communication tools, their advantages
know about the stakes linked to web2.0 and WEB3., the big data management, for example as for the ethical point of view
Présentation
definition,goals of communication, integrated communication
main models of communication (focus : notion of noise)
focus on brand image, reputation, CSR, Crisis communication and greenwashing
communication strategy/media planning
communication mix (advertising, public relations, direct marketing, event & sponsorship, point of sales, brand activation..)
focus on : advertising : selective attention, persuasion theory
focus : digital communication, tools and evolution.
main models of communication (focus : notion of noise)
focus on brand image, reputation, CSR, Crisis communication and greenwashing
communication strategy/media planning
communication mix (advertising, public relations, direct marketing, event & sponsorship, point of sales, brand activation..)
focus on : advertising : selective attention, persuasion theory
focus : digital communication, tools and evolution.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 10,00 | practicle questions. cases made together, presentation and debate . simulation : communication campaign + strategic process | |
| Cours magistral | 8,00 | Theory : students follow the course on their computer while exposed | |
| Coaching | 4,00 | answering any questions individually. checking and comments on the collective work | |
| Cours PBL | 14,00 | description, comparison and analisis of 3 brands websites (values, identity) focus on one brand and analysis of its communication mix (collective work (teams of 5-6 students) to prepare students to thefinal exam)) | |
| Overall student workload | 36,00 | ||
Évaluation
Collective work
+
final written exam (open book) : simulation of a campaign
+
final written exam (open book) : simulation of a campaign
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Etude de cas | 14,00 | 1 | 40,00 |
| Examen (final) | |||
| Examen écrit | 0,00 | 0 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Marketing Communications , a EuropeanPerspective, 6th edition PEARSON isbn 978-1-292-13576-2 -
Ressources Internet
-
viacom-outdoor.co.uk
cbsoutdoor.co.uk
adweb.co.uk
abc.org.uk
marcomwise.com
adassoc.org.uk
invictafm.com
radioauthority.org.uk
rab.co.uk
adassoc.org.uk
asa.org.uk (Advertising Standards Authority)
iab.net (The Interactive Advertising Bureau)
brandrepublic.com
adage.com