Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
L.VERDICKT
Intervenant(s)
Laurence VERDICKT
Présentation
Prérequis
Basic knowledge of Marketing management
Objectifs
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
Présentation
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
Organisation
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 |
Évaluation
- 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
Ressources Internet