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Marketing Communication Prof. C Pinson

Marketing Communication Prof. C Pinson. Key objectives T o offer a comprehensive view of the various types of marketing communications To provide the conceptual and methodological tools necessary to assess the quality of a communication proposal and conduct a communication audit

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Marketing Communication Prof. C Pinson

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  1. Marketing CommunicationProf. C Pinson • Key objectives • To offer a comprehensive view of the various types of marketing communications • To provide the conceptual and methodological tools necessary to assess the quality of a communication proposal and conduct a communication audit • Course overview • Is not limited to advertising but also deals with corporate communication, product/sore design, packaging… It does not however cover personal selling and sales promotion. • Combines theory and practice • Is interdisciplinary and integrative • Course format • A mix of readings, cases, lectures and discussions designed to expose participants to both concepts and tools that have withstood the test of time • Target audience: • People who want to specialize in Marketing/Communication • Brand managers, Consultants, Advertising Agency Execs

  2. Course format A mix of readings, cases, lectures and discussions designed to expose participants to both concepts and tools that have withstood the test of time There will be a course project that facilitates the application of your learning to a specific context and that provides an opportunity for integration across topics Key objectives To help participants acquire an understanding of how marketing communications work To provide frameworks and tools for structuring communication decisions Target audience: People who want to specialize in Marketing/Communication Marketing Managers, Consultants, Advertising Agency Execs Corporate Objectives Marketing Strategy Target Market Selection Consumer Insight Set Communications Objectives Creative Brief Selection of Media (General) Development of Concepts Testing/Selection of Concepts Development/Testing of Executions Media Planning Run Campaign Evaluation Marketing CommunicationProf. J Klein • Course overview • At the end of the course participants should be able to develop an integrated marketing communications plan and be able to critique effectively a plan developed by an agency • The course is organized around the following process for developing a communications plan:

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