ST TUD DY G GUID DE - Skema Business School

CODE DU COURS / COURSE CODE
Crédits / Credits 2
Charge de travail / Student workload
Langue d’enseignement / Teaching
Language
Pré-requis / Prerequisite
Période d’enseignement / Teaching
period
Responsable du cours / Course
Coordinator
Face à face / Contact Hours
English
15 hours
Basic knowledge on fundamentals of marketing
Semester 2
Ivan Coste
Intervenant(s) / Instructor(s) Roxanne VAN GELDER
Evaluateur(s) / Evaluator(s) Roxanne Van Gelder
Description du cours / Course
description
Market Communications in Europe
53
Travail individuel et/ou de groupe /
Personal &/or Team Work
Evaluation / Evaluation
MARCOM, or Marketing Communication, refers to the set of messages and related media & strategies used to
communicate with a consumer target audience and prospects within a given marketplace. It examines the tools
and techniques of communications used to take to market products, ideas, or services. It is the promotional
component of the Marketing Mix (or 4P’s: Product, Price, Place & Promotion) as a part of a company’s overall
effort to reach out to consumers and general public about its products and/or services.
Marketing Communication describes a specific mix of advertising, branding, direct marketing, graphic design,
marketing, packaging, promotion, publicity, sponsorship, public relations, sales promotion and online
marketing.
Objectives:
This course will focus on analysing, designing, selecting, and evaluating MarCom strategies and planning at
stake for all organisations. Students will explore the "language" and “lingo” embedded in marketing
communication campaigns, the fragmentation and enhancement of media channels, the growing trends and
lifestyles of target audiences in the European Union business environment.
Students will gain a basic knowledge of MarCom tools while taking a more region-specific approach: press
types, taboos in ads as well as ‘ethical segmentation’. They will be able to analyse and examine the distinctive
features of communication strategies of: PR, events, expos and trade shows, advertising, direct marketing, Emarketing,
etc.
Knowledge and Understanding
a) Appreciate the issues surrounding B2B and B2C marketing communications in internal and external
environments and the message use impact.
b) Comprehend a range of theoretical marketing communications models and frameworks and understand how
they can be used to underpin the development of B2B and B2C marketing communications strategy.
c) Appreciate the variety of communications tools and media available to understand and inform on B2B and
B2C campaign planning.
d) Acquire a critical appreciation of B2B and B2C MarCom campaigns.
e) Become acquainted to the skills and strategic appreciation necessary to develop an integrated marketing
communications plan and promotional budgeting in a timely way.
f) Understanding the European Union and its business environment, topics include EU integration and
business practices in a changing environment of a multicultural marketplace.
g) Learn why it is critical to understand the laws governing MarCom to avoid costly legal mistakes.
In addition, the course addresses key challenges related to current developments in the communication
strategies in the European limelight of new trends and innovations, which lead the market.
The course will provide a balance of theory and application, with short case studies and group projects (or
small team works) run throughout the course.
Students will be introduced to a range of practical examples of European companies from different business
sectors allowing student to gain deeper insights of MarCom strategies practiced in the European Union.