COMMERCIAL COMMUNICATION
Titre Niveau I Chargé(e) d'affaires commerciales et marketing opérationnel
This course will allow students who to engage in greater depth in the communication policy arena, while having a critical analysis of today's mass communication trends and needs, and to understand more specifically how the Medias work in our current society.
DESCRIPTION
This course presents the various areas of communication management with an emphasis on developing decision-making abilities through case study analysis. And cover managing communication and promotion projects within a rapidly changing environment.This course also aims at equipping students with the necessary communication lingo expected from all communications managers and future media professionals.
OBJECTIVES
To be able to research and translate marketing strategies and objectives into communication tools and deliverables.
To be able to elaborate innovative and impacting communication strategies as part of a global marketing strategy around products and services on an international level.
To fully understand the communication mix.
To think critically about the changing role of the media communication in our changing society. To understand the specificities of PR and the specific techniques required.
CONTENTS OF COURSE
Sequence 1 : Understanding IMC (Integrated Marketing Communication).
Sequence 2 : Strategy elaboration and planning instruments.
Sequence 3 : Models of Persuasion.
Sequence 4 : Brand recognition.
Sequence 5 : Best Practices and Tools.
Sequence 6 : Crisis Communication Management.
SKILLS AT THE END OF THE TRAINING MODULE
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Asserting your leadership as a communicator
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Master the fundamentals of commercial communication
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Formalize and implement your professional project
TEACHING METHODS
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Core course, Best Practices and 2 Case Studies.
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Article readings.
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Individual and group work by students within and between sessions.
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Oral presentations by students.
INDIVIDUAL ASSESSMENT
Individual assessment
QCM (during course)
Home work
Work at school
Personal work presented to group
Other
COLLECTIVE EVALUATION
Group research without presentation
Case study presented to group
Group research presented to group
VALIDATION OF ACQUIRED
Individual certificate provided at the end of the training.
Partenaire : ESA3 Date de mise à jour : 01/12/2020
Année universitaire : 2019/2020
MSPC A4UE1