Regarding learning outcomes for students, the course mainly aims at the acquisition of knowledge, the developement of communication skills and the application of a scientific approach. To a lesser extent, it also aims at enhancing students' reasoning as socially responsible stakeholders as well as their personal and professional self-development.
This class will provide an overview of all marketing tools available to companies both in the profit and the non-profit sector. Some marketing communication tools such as advertising or hybrid communication (sponsorship, public relationships) will be studied in more details. Examples from both research and practitioners will illustrate the theoretical concepts. The question of ethics in communication will be addressed as well.
Course pack (slides) is available before the course on the webcampus platform.
De Pelsmacker, Patrick, Geuens, Maggie and Van den Berh, Joeri (2013). Marketing Communications: a European perspective, 5th edition, Prentice Hall.
Readings in the Journal of Marketing Research; International Journal of Research in Marketing; Journal of Consumer Research; Journal of Advertising; Journal of Advertising Research.