Ecole de Savignac >> Learning Avenue >> Formations proposées >> MBA en 33 mois >> Programme et calendrier >> Management de l'entreprise >> Marketing et gestion commerciale >> Marketing communications and advertising
Marketing communications and advertising
INTRODUCTION
NOMBRES D'HEURES DE COURS : 14 heures (2 jours)
PERIODE D'ENSEIGNEMENT : décembre - 1ère année
FINALITE DE LA SECTION
The aims of the module enable students to:
- Gain a sound understanding of communications theory and examine the role of marketing communications, advertising and promotion within the marketing mix.
- Understand the concepts and practice of promotional activity at an operational level and manage communications across a range of marketing communications channels.
OBJECTIF DE LA SECTION
This module is designed to enable students to acquire a detailed understanding of marketing communications, advertising and promotion for the hospitality industry. The module will examine and analyse how various communications tools can be integrated and implemented to ensure hospitality businesses make efficient use of their promotional budgets in the targeting of customer groups. Students are encouraged to examine what makes a good communications and advertising campaign including an analysis of the use of visual imagery. Students will also undertake analysis into source credibility and investigate the use of both persuasive and invasive advertising techniques.
CONNAISSANCES ET COMPETENCES A ACQUERIR
By the end of the module, students will be able to :
- Explain the role of marketing communications and advertising
- Coordinate a range of tools within the advertising mix to communicate effectively with customers
- Describe and evaluate advertising and promotional tools
- Prepare a promotional campaign incorporating a variety of media
SOMMAIRE
- Communications theory
- Communications, advertising and media mix for the hospitality industry
- Persuasive and invasive advertising
- The role of new media in communications
- Campaign planning and costing
- Advertisement creation and design
- Idealistic imagery in hospitality advertising
- Experiential marketing
- Public relations
- Sponsorship and celebrity endorsement
- Campaign evaluation and media effectiveness
- Legal and regulatory issues
- Role of agency and the pitching process
- Low cost promotion for small hospitality businesses
EVALUATION
Rappel :
Note minimale générale à tous les modules pour obtenir le diplôme =10/20
Cœfficient du module = 4 (4,5 pour les étudiants ayant suivi le SAP)
Cœfficient du cours = 0,5
In groups of 3 or 4, students are required to compile a short report which outlines their creative ideas for an advertising campaign for a hospitality operation / outlet / brand of their choice.
They should create a maximum of 5 creative pieces which take into consideration the use of imagery and language / text, along with the media upon which each creative will be used. Some indication of timings / scheduling is also required.
A short statement (maximum of 750 words per creative piece) which justifies / offers some rational for each piece i.e. description of the creative piece should accompany the submission. Where possible this should include appropriate academic / theoretical underpinning. A recommended page outline is detailed at the end of this briefing.
You are not judged your on your ability to draw - but rather the ideas, creativity and justification for choosing that particular approach.
Assignment Submission Date - Friday 30th January
Please email a copy of your assignment to db171@brighton.ac.uk and c.masdupuy@ecole-de-savignac.com
Papers should be received by no later than 8pm
ASSESSMENT CRITERIA
Creativity - include ideas, concepts and use of imagery 40%
Media choice and timing 25%
Rational / justification 25%
Presentation 10%
Points for guidance
If you are to use references, the Harvard system is required.
Your teacher is Dan Bennett
