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| MARK0759-1 | Communication techniques in marketing | |||||||||||
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| Duration : | 30h Th | |||||||||||
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| Credits/ECTS : |
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| Holder(s) : | N... | |||||||||||
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| Substitute(s) : | Anne‑Christine Cadiat | |||||||||||
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| Course contents : | Partim 1 ( JC Dastot) Structure & organization of the communication/ promotion mix in the marketing strategy. Market status. - Professional partners and their interrelations (advertisers, agencies, media). Socio-economic effects & legal/business ethics constraints - Brand & image policy - Communication components & ideas for communication efficiency? - Design, development & control of an advertising campaign. Practical case - Communication means & the media plan - PR & sponsoring. Practical campaign case Partim 2 (AC Cadiat) - Image building -Sales promotion -Consumer oriented techniques -Distribution oriented techniques -BTB techniques -Direct marketing -Public relations techniques -Selection criteria for marketing tools | |||||||||||
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| Course objective : | To give the students the ability to assess the role and the implementation methods of advertising techniques, sales promotion and PR in the corporate marketing strategy. To give the students the knowledge and tools necessary to set up and control a performing communication & promotion plan. | |||||||||||
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| Prerequisites : | MKTG 552 Marketing | |||||||||||
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| Organization : | Lecture, dialog with students. Presentation of case studies through the use of multimedia equipment. Group work | |||||||||||
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| Written notes : | - Le publicitor, Brochand et Lendrevie, Dalloz. - La communication marketing, Decaudin, Economica/Gestion. - Relations publiques, Huisman & Longovoy, PUF. - Principes et techniques de relations publiques, Schneider, Delmas. - Merchandising, Fady & Seret, Vuibert. - Le trade marketing, Chinardet, Editions d'Organisation. - La promotion des ventes, Desmet, Nathan. - Le marketing événementiel, Stoquart, Editions d'Organisation. - Promotion des ventes et actions commerciales, Ingold, Vuibert. - Revue Média Marketing. | |||||||||||
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| Assessment : | 1st session assessment : Partim 1 1/3, Partim 2 1/3, Work group assignment 1/3 2nd session assessment : idem prolonged 2nd session assessment : idem | |||||||||||
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ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 27/02/2006
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