ST TUD DY G GUID DE - Skema Business School

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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.
Résultats d’apprentissage / Learning Outcomes Evaluation des étudiants / Student Assessment Méthodes d’enseignement / Teaching Methods Plan de cours / Course plan Bibliographie / References Site(s) web / Web sites Modalités de délivrance du cours (Par campus si différent) •Connaissances / Knowledge and Understanding (subject specific) A l’issue de la formation, l’étudiant devrait être capable de : The student is expected to : - Understand the importance of coordinating the marketing mix elements, such as the product itself, price and distribution channels used with promotion. - Be able to analyze the relative opportunities/threats and strengths /weaknesses of each component of the marketing communication mix. - Develop the skills that allow future managers to balance the various parts of the mix to not only create an integrated approach to their marketing communications but also devote enough resources for each component to be successful. •Aptitudes cognitives / Cognitive/Intellectual skills (generic) The student is expected to : - Analysis and problem solving: through the use of case studies, team project work, discussion and journal reading. •Attitudes / Key transferable skills (generic) The student is expected to : - Communications and literacy: written communication is evaluated through assessment and project work. Oral communication skills will be developed through in-class student presentations and discussions. - Independent learning: through project work and reading — principally from journals and European press. •Compétences pratiques / Practical skills (subject specific) A l’issue de la formation, l’étudiant devrait être capable : The student is expected to : - Applying budgeting techniques: principally understanding and applying promotional budgets, media circulation and spend, setting and evaluating promotional and marketing objectives • Devoir surveillé (DS) / Written examination Workshop evaluation at the end of the course • Contrôle continu / Continuous Assessment Cours / Lectures Atelier / Workshops Obligatoire pour le module / Required for the course 54 Optionnelle pour le module / Recommended references 100%
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ST TUDDY GUID G DE MSc M PPROG GRAM
Page 3 and 4: 6. Distribution/ Consumer Behaviour
Page 5 and 6: Financial mathematics 15 hours - 2
Page 7 and 8: II. MSc in International Marketing
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