Course details
Marketing Communication
MARK 20102A
Diagnosis of the situation and issues to which the communication plan must respond, definition and in-depth understanding of the target audience, definition of strategic communication objectives and mobilization of major theories of persuasion, creative processes and variations of the communications mix. Brands have never had so many platforms available to express themselves: the course describes both traditional media but also emphasizes the variety of new media, particularly offered by the digital ecosystem, as well as new marketing communication trends
Themes covered
1. Introduction: Role of communication in marketing strategy strategic planning process in communication structuring an agency
2. Understanding the communicating brand: The foundations of the brand
3. Understand the target: communication and persuasion models segmentation "persona" "insight"; the customer experience journey the points of contact the strategic communication objectives
4. Means of communication: types of media advertising direct and relational marketing public relations sponsorships experiential promotion and the digital ecosystem
5. Implementation of the communication plan
6. From strategy to creation: creative strategies feedback on performance indicators ethics and regulation
7. Pitch of communications plan by the teams
Important notes
Course in French : MARK 20102
Prerequisite(s) : MARK 10100(A/E)
Course code
MARK 20102A
Subject
Marketing
Program
Bachelor’s degree (BBA)
Location
Côte-des-Neiges
Instruction mode
On-site learning
Credits
3