![](https://www.univ-catholille.fr/wp-content/uploads/2024/06/Pole-HDC-scaled.jpg)
INTERNATIONAL MARKETING COMMUNICATION
Année du cours : 6 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1 ou S2
Basic knowledge of Marketing management
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
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…