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Marketing Communication
Prof. C Pinson
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Key objectives
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Course overview
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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
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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
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:
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People who want to specialize in Marketing/Communication
Brand managers, Consultants, Advertising Agency Execs
Marketing Area, INSEAD
Marketing Communication
Prof. J Klein
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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
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communications plan:
Corporate Objectives
Marketing Strategy
Target Market Selection
Consumer Insight
Set Communications Objectives
Creative Brief
Selection of Media (General)
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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
Development of Concepts
Testing/Selection of Concepts
Development/Testing of Executions
Media Planning
Run Campaign
Evaluation
Marketing Area, INSEAD