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)
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