MARKETING COMMUNICATION STRATEGY
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
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.
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. 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.
