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| MARK0778-1 | Integrated Marketing Communication
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| Duration : | 24h Th |
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| Credits/ECTS : |
| Master in Management Sciences, in-depth approach, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, didactic approach, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus in Entrepreneurship, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus (Full english), 1st year | | Deuxième quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en management, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences (Full english) | | Deuxième quadrimestre | | 4 |
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| Holder(s) : | N... |
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| Language : | Langue anglaise |
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| Course contents : | This course is designed to provide an understanding of the principles, decision-making processes and terminology used in the management and practice of Integrated Marketing Communications (IMC). Emphasis is given to real-life examples of current marketing communications situations, and the strategy, tactics and techniques used to achieve integrated marketing communications' goals.
The spectrum of disciplines - branding, advertising, promotions, public relations, relationship marketing, interactive, sponsorships and events, and new electronic media - will be covered and utilized toward solving a wide variety of case studies. |
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| Course objective : | This course will increase participants' understanding of the important issues in planning and evaluating marketing communication programs, enhance how they think about and evaluate those communications, and provide them with the appropriate theories, models, and other tools to make better marketing communication decisions. Level C4. |
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| Prerequisites : | Operational and strategic marketing. |
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| Organization : | This course is organized during the Spring semester.
Below is an estimation of the students' work load for this course:
A1 Lectures 24 H.
A1 Study / preparation for class 30 H.
A3 Essays 10 H.
A4 Final project 35 H. |
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| Written notes : | Relevant course material, course's schedule, class assignments, key documents, lecture notes, or media will be made available online on LOLA
http://lola.hec.ulg.ac.be/claroline/course/index.php?cid=MARK0778_1
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| Assessment : | Current Event Presentation (15%)
Course participants will be required to write one current event presentation. The topic of the presentation should be about a news story article that relates to the discussion topic in class, or the guest speaker¿s presentation (see above). At the conclusion of the presentation, the student must submit a two-page written summary of the presentation. Level E3.
Implementation Essay (15%)
In the implementation essay, the participant identifies a situation, which can be analyzed with the help of concepts and tools developed in a particular core course.
Students are required to apply the skills of thinking strategically and implementing those thoughts into effective action.
The participant is expected to: gather the relevant information; analyze the situation; make some recommendations; ascertain lessons learned. Level E3.
Final Project - Group Presentation (55%)
Students will be asked to form teams. Each team will be responsible for developing a promotional plan for a product/service or an organization. The project must be approved by the instructor. Groups will work together to write a 25 to 30 minute presentation during the last week of class. The expectation is that the presentations will be of professional quality.
Note: I will critique the presentations for the benefit of the class. Level E4.
Participation/Preparation (15%)
Course participants need to be prepared to discuss the assigned materials. |
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| Contacts : | For information, please email Michael Ghilissen at michael.ghilissen@ulg.ac.be
Office hours: by appointment only. |
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| Remarks : | There is no obligatory textbook for this course. |
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