ST TUD DY G GUID DE - Skema Business School
ST TUD DY G GUID DE - Skema Business School
ST TUD DY G GUID DE - Skema Business School
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CO<strong>DE</strong> DU COURS / COURSE CO<strong>DE</strong><br />
Crédits / Credits<br />
Charge de travail / Student workload<br />
Langue d’enseignement / Teaching<br />
Language<br />
Pré-requis / Prerequisite no<br />
Période d’enseignement / Teaching<br />
period<br />
Responsable du cours / Course<br />
Coordinator<br />
Face à face / Contact Hours<br />
English<br />
semester 2<br />
Marjorie Van Halteren<br />
Intervenant(s) / Instructor(s) Marjorie Van Halteren ,<br />
Description du cours / Course<br />
description<br />
Résultats d’apprentissage / Learning<br />
Outcomes<br />
Cours inscrit dans le process Assurance<br />
of Learning AACSB<br />
Communication and Advertising<br />
38<br />
Travail individuel et/ou de groupe /<br />
Personal &/or Team Work<br />
Evaluation / Evaluation<br />
15 15 1,5<br />
This course presents both theory and practice, to focus on placing communications and advertising strategy<br />
in a multi-cultural context, as well as exploring how these function inside an organization. It identifies<br />
stakeholders and their roles in communication strategy, and finally takes a look at the structures and<br />
responsibilities of the advertising agency.<br />
•Connaissances / Knowledge and Understanding (subject specific)<br />
The student is expected to :<br />
• Acquire solid theoretical and practical knowledge in communications and advertising<br />
• Understand the principles, steps and methods to define an advertising strategy<br />
•Aptitudes cognitives / Cognitive/Intellectual skills (generic)<br />
The student is expected to :<br />
- Carry out a critical diagnosis of communication strategy<br />
- Identify and evaluate the principal and subjacent communications problems<br />
- Propose, formulate and argue strategic recommendations with originality and relevancy<br />
•Attitudes / Key transferable skills (generic)<br />
The student is expected to :<br />
- Develop a strategic vision of communication and take account of contradictory stakes<br />
- Develop intellectual agility<br />
- Demonstrate broadmindedness, curiosity and creativity<br />
- Interact effectively within a team<br />
- Master argumentation (writing/speaking)<br />
•Compétences pratiques / Practical skills (subject specific)<br />
The student is expected to :<br />
- Find and define an advertising approach<br />
- Define communication objectives, targets and message<br />
- Write a copy strategy
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