The objective of this course is to lead students to consider "communications" as one of the many strategic decisions to be made by marketing managers (and not merely an operational task).
While it presents the vast array of communication tools available to an organization, each tool or channel will be analyzed in a strategic perspective (integration with the marketing mix, objective(s), target(s), sector, interaction between the tools and channels..), and the optimization of each option will be considered through the lens of the latest knowledge in consumer behavior, communication, psychology,…
- Teacher: Pleyers Gordy