MARKETING COMMUNICATION
 
Lectured in 2nd year Business managementSection marketing
2de jaar Bedrijfsbeheer optie marketing
Theory [A] 37.5
Exercises [B] 12.5
Training and projects [C] 0.0
Studytime [D] 150
Studypoints [E] 6
Language of instruction Dutch
Lecturer Ruth VAN EYNDE
Reference RGBBRM02A01009
 
Key words
Marketing communication

Objectives
In-depth development of the Belgian above and below-the-line media landscape.

Topics
Refresher of first-year knowledge (building of the communications plan).
Introduction CIM.
Review and analysis of the media landscape:
Advertising:
  • print (dailies, weeklies, house-to -house papers)
  • TV
  • Radio
  • Movie
  • Outdoor
Public Relations
Sponsoring
Sales promotion
Direct marketingIn store communication
Trade Fairs
Events
Interactive media

Develop following skills :
  • acquire and digest information
  • formulate critical reflexion
  • creativity
  • teamwork


Prerequisites
Basic knowledge advertising first year.

Final Objectives


Materials used
Handbook: Marketingcommunicatiestrategie, K. Floor en W. Van Raaij, ISBN 90207 28571 + handouts.

Study costs
Handbook bought in the first year. Copies at regular prices + € 10.

Study guidance
Coaching of the assignments.

Teaching Methods
Lectures, case studies, group presentations, guest speakers.

Assessment
First exam session: written exam 70 % + evaluation of the reports and the presentations 30 % (cross-course with language lecturers)
Second exam session: written exam 100 %
Examination Board Flemish Community (ditto regular student)

Lecturer(s)