Code
IGSF MGT 4254
Level
M1
Graduate
Graduate
Semester
Fall
Domain
Management
Program
Programme Ingénieur
Language
Français/French
ECTS Credits
2,5
Class hours
25
Workload
50
Program Manager(s)
Department
- Equipe d'appui et transformation pédagogique
Educational team
Organisation
Cours/TD/TP/projet/examen :Learning objectives
Understand why marketing is so ubiquitous in our lives and learn how to best use it in a practical way
Decoding how engineers and marketers work together in shaping current trends, from the Social Commerce revolution to French Tech, Fintech, Health tech and many current trends that impact the current economy
Master key concepts, best practices and tools to generate impact, to start a business or for an entrepreneurial project.
Understand the role of marketing in the world of Social Purpose economy, like B-Corp certified companies
Assessment formula
Contrôle continu : projet de groupe 100%. Inclut présence au cours participation qualité du rendu.
Continuous assessment: Group project 100% (include attendance participation quality of work output)
References
Clow, Kenneth E. and Baack, Donald (2015) Integrated Advertising, Promotion and Marketing Communications (7th ed.) Pearson
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Jsournal of Marketing, 80(6), 122-145.
De Pelsmacker P., Geuens M., Van den Burgh J (2017) Marketing Communications : A European Perspective Pearson
Katz H. 2017 The media handbook Routledge
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Sissors J. Z. and Baron R.B. (2010)
Useful links
http://adage.com/channel/media/1 http://www.offremedia.com/ http://www.snptv.org/ http://www.udecam.fr/ http://www.iab.net/
Advertising media planning
McGraw Hill