COMM-B-404 : Communication Marketing, Aspects Stratégiques 

COMM-B-404 est un prérequis du cours COMM-B-503.

Plan du cours 

Part 1 – Integrated marketing communications 

• The communications mix

• Integration of marketing communications

• Factors leading to integrated marketing communications

• Barriers to IC

• Client-agency relations and IMC

• The integrated communications plan

Part 2 – How marketing communications work

• Hierarchy-of-effects models

• Attitude formation and change

• Multiple attribute models

• Heuristic evaluation

• Affect-as-Information model

• Aad and feelings transfer

• Post-experience models

Part 3 – Target groups

• The segmenting-targeting-positioning framework

• Market segmentation

• Targeting

• Positioning

Part 4 – Objectives 

• Marketing communications objectives

• Stages in the product life cycle and marketing communications objectives

Part 5 – Budgets

• How the communications budget affect sales

• Communications budgeting methods

• Factors influencing budgets

• Budgeting fornew brands or products 

Part 6 – Advertising 

• Types of advertising

• Campaign development

• Message strategy

• Creative idea

• Creative appeals

• Rational appeals

• Emotional appeals

• Endorsers

• Campaign implementation

Part 7 – Media planning  

• The media planning process

• Media objectives

• Selecting media

• Media context

Part 8 - Advertising research : pre-posttests

• Strategic advertising planning and the role of research

• Strategic advertising research

• Pre-testing of advertising

• Post-testing of advertising

• Advertising campaign evaluation research

Part 9 - Sales promotions

• Objectives and target groups

• Consumer promotions

• Trade promotions

• Measuring sales promotions effectiveness

Part 10 - Direct marketing

• Objectives and target groups

• Direct marketing media and tools

• Database marketing

• Relationship marketing

• Measuring direct marketing effectiveness

Part 11 - E-communications

• Internet communications objectives and tools

• Mobile marketing

• Interactive television

• Relationship marketing and the internet 

• Tracking the effectiveness of e-communications

Part 12 - Point-of-purchase communications

• Objectives and tools of point-of-purchase communications

• The effectiveness of point-of-purchase communications tools

• Other point-of-purchase factors

Part 13 - Public relations and sponsorship

• Target groups, objectives and instruments of marketing PR

• Marketing PR budgets

• Measuring PR results

• Target groups, objectives and instruments of sponsorship

• Types of sponsorship

• Measuring sponsorship effectiveness

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