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Lecturer(s)
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Kadlec Jaromír, doc. Mgr. Dr.
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Ralet Patrick, Dr.
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Cassiere François, Dr.
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Rochette Corinne, prof.
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Course content
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1. Communication channels 2. Copy strategy, star strategy 3. Push promotion 4. Pull promotion
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Learning activities and teaching methods
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Monologic Lecture(Interpretation, Training), Dialogic Lecture (Discussion, Dialog, Brainstorming)
- Attendace
- 13 hours per semester
- Homework for Teaching
- 20 hours per semester
- Preparation for the Exam
- 17 hours per semester
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Learning outcomes
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The objective of the course is to make the students familiar with the basics of communication in marketing.
In this course, the students will learn the knowledge and skills in the following scope and they will be able to demonstrate them upon completion of the course during the exam. The students are able to explain the basic terminology of marketing communication in French.
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Prerequisites
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None.
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Assessment methods and criteria
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Written exam
The condition for a successful completion of this subject is active participation and fulfillment of all requirements set by the teacher.
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Recommended literature
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Ducreux, J.-M. (2011). Le grand livre du marketing: Connaitre pour comprendre, Positionner pour durer, Concevoir pour convaincre, Déployer pour réussir. Paris.
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Kotler, P., Keller, K., Manceau D., Dubois B. (2009). Marketing, management. Paris.
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Pastore-Reiss, E. (2006). Le marketing durable. Paris.
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Sanjaume, A., Caplier, A. (2010). Marketing comportemental. Paris.
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Soulez, S., Halla, S., Himber, T. (2012). Exercices de Marketing : Marketing stratégique, Comportement de l'acheteur et gestion de la relation client Marketing opérationnel.. Paris.
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