Marketing communication

Academic year: 2010-2011 Course code module FTEMAJ0148 Semester: 1st semester Credits: 3 Study load (hours) 84 Theory (hours): 30,00 Practice/Exercises(hours): Other (hours): Part-time program: 2 Instructor(s) Patrick De Pelsmacker Language of instruction: Dutch Semester exam information: exam in the 1st semester Contract restriction information: exam contract not possible 1. Prerequisites *Algemene competenties Basic marketing course *Sequentiality None 2. Objectives (expected learning outcomes) Students should be able to draw up and execute a marketing communications plan, accompany the development and implementation of such a plan, and integrate it in a marketing plan. They have to be able to understand the characteristics, and operational applications of the various instruments of the communication mix. 3. Course content Integrated communication and the communication plan Branding and marketing communication Models of communication Target groups, objectives and budgets Advertising, media planning and advertising research Sales promotions, public relations, sponsorship, direct marketing and point-of-purchase communication 4. Teaching method Direct contact: Lectures Tutorials Practical sessions Personal work: Assignments - individual Assignments - in group Case studies - in group 5. Assessment method Exam: Written, without oral presentation Closed book Multiple choice Open questions Written assignment: With oral presentation 6. Compulsory reading – study material De Pelsmacker, P., Geuens, M., Van den Bergh, J. (2008): Marketingcommunicatie, Amsterdam: Pearson Education. 7. Recommended reading - study material / 8. Tutoring / laatste aanpassing: last update: 22/09/2010 14:54 ilke.franquet