The course provides a comprehensive introduction to corporate communications. During the course of the module, students will explore and understand the scope of integrated marketing communications. More specifically, the module will introduce key terms, definitions, concepts, current theories and practices used in Integrated Marketing Communications. It will explain the communications process and action plan. And, it will explore the use of main communications tools such advertising, public relations, direct marketing, PR, media relations and digital communications alongside crisis communications deployment and event management in a practical way.

Temps présentiel : 35 heures

Charge de travail étudiant : 70 heures

Méthode(s) d'évaluation : Etude de cas, Participation, Projets

Référence :
Kennet E. Clow & Donald Baack, Integrated Advertising, Promotion, and Marketing Communications , Pearson education ltd , 2018 Philippe MALAVAL & Jean-Marc DECAUDIN, Pentacom, Pearson Education, 2016 Marie-Helene WESTPHALEN, Assael Adary, Celine Mass, COMMUNICATOR, Dunod, 2018 Arnaud De Baynast, Jacques Lendrevie, PUBLICITOR, Dunod, 2014 Arnaud De Baynast, Jacques Lendrevie, Julien Levy, MERCATOR, Dunod, 2017 Alex MUCCHIELLI, L’art d’influencer, Armand Colin, 2000