Advertising, sponsoring and public relations

Academic year: 2010-2011 Course code module 2100PSWRSP Semester: 1st semester Credits: 6 Study load (hours) 168 Theory (hours): 45,00 Practice/Exercises(hours): Other (hours): Part-time program: 1/2 Instructor(s) Michel Walrave Language of instruction: Dutch Semester exam information: exam in the 1st semester Contract restriction information: 1. Prerequisites *Algemene competenties Preliminary knowledge of communication management is required of students who wish to follow this course. No foreknowledge is required concerning marketing as the basic concepts and models of marketing are discussed in the introduction of the course. During the course, students are expected to read and scrutinize scientific texts and to debate/take part in an reasoned argument on particular topics/themes that have been dealt with in class. *Sequentiality Undefined 2. Objectives (expected learning outcomes) The student situates and describes the tools that are used to influence the knowledge, attitude and behaviour of consumers in the area of products and services (i.e. the marketing mix) and the (mass media) communication tools that are used for commercial purposes (i.e. the marketing communication mix). The student discerns purposes, advantages and disadvantages, pitfalls and success factors of diverse Advertising, Sponsoring and Public Relations types. The student identifies the possible synergy between different marketing communication tools (i.e. integrated marketing communication) The student can formulate an argumented advice dealing with the use of marketing communication tools. The student integrates self-regulatory and legal aspects in his/her advice concerning the use of different marketing communication tools. 3. Course content Marketing communication encompasses all the tools companies use to communicate with (potential) customers about their products and services. Apart from communication, companies also use other instruments to attract and retain customers. This is called the marketing mix. First, the product, price and distribution options are dealt with, as these elements constitute the foundation of the marketing strategy. The communicative value of the product, the packaging, the price and the distribution strategy, is also highlighted. Next, different communication tools are focused upon, namely Advertising, Sponsoring and Public Relations. Synergy as a result of an integrated approach is highlighted as well. Specific legal and self-regulatory aspects of particular marketing communications forms are also referred to during the course.  4. Teaching method Direct contact: Lectures Personal work: Supervised self-study 5. Assessment method Exam: Written, without oral presentation Closed book Open questions 6. Compulsory reading – study material 7. Recommended reading - study material 8. Tutoring laatste aanpassing: last update: 28/05/2012 03:11 michel.walrave