Formation/Cours

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

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.