Marketing Communications in Europe

Credit hour 2.5
Total number of hours 15
Number of hours for lectures 15


Katherine MAQUIN


At the end of the course, students will have an understanding of the concepts of Integrated Marketing Communications and the importance of creating a unified marketing strategy. Students will look at the importance of market segmentation and be able to understand how major types of marketing communication messages are created and delivered.

Students will discover real brand messages, through the use of case studies and discuss current advertising campaigns. In addition students will be armed with the knowledge of how to integrate different media to communicate a clear message to stakeholders. The tools for measuring the effectiveness of different advertising campaigns will also be explored.

During the course students will acquire presentation skills and develop their awareness of a European perspective. Students will work with their peers who come from different nationalities and will learn how do adapt and interact with others from different backgrounds and cultures.


As markets are becoming more segmented, companies strive to beat the competition. The benefits of having a cohesive brand message and marketing strategy to retain existing customers and to lure new ones will be explored.  

By looking at consumer behaviour, market segmentation, brand communications strategies, and measurement tools, students will be able to identify a comprehensive strategy for promoting products effectively. The use of different medias to create a coherent brand message will be explored, including how companies can use new media channels such as Facebook and Twitter to enhance their primary media messages.


Lesson 1

 Introduction :

What is Marketing Communications and why is it important?

Understanding of the European common market through the four Ps

Discover different marketing approaches & customer relationships (top-down, bottom-up strategies)

Case studies - reviewed and presented to the class


Branding & positioning

How to position a brand

The importance of market segmentation in the branding process

Creating taglines to support marketing communications


Lesson 2

Exploring different media

Push & pull strategies

Steps into developing an effective communication strategy

Buyer readiness stages/ designing a message through different appeals

The use of celebrity endorsements

A look into different advertising campaigns

Assignment given: case studies: preparation of case solutions (written submission with presentation)


Lesson 3

Social cause marketing

What is cause related marketing and how it can help in Marketing Communications

Discovery of current social cause marketing strategies

A debate for social cause marketing

Social media
Using social media to reinforce your message and dealing with negative word of mouth

Lesson 4               
Media planning and analysis What is the media planning process and how to chose the right vehicles to advertise your product or service Provide definitions and meanings of reach, frequency, gross rating points and effective rating points Distinguish the different forms of advertising allocation: continuous, flighted and pulsing Performance calculations Assignment: media buying and planning worksheet    

Lesson 5
Group presentations from lesson 2  Course review/ exam preparation



- Arens, William F., and David  Schaefer. Essentials of Contemporary Advertising . - McGraw-Hill, 2007
- Dundan, Tom. Advertising & IMC. McGraw-Hill, 2005
- Copley, Paul. Marketing Communications Management; concepts, cases & practices. Elsevier, 2004
- Arens, William F. Contemporary Advertising. McGraw-Hill, 10th edition 2006


The class will be evaluated based on the following :

Group presentation with written submission (30%)Written exercise and problem solving activity (10%)Class participation (10%)


A formal written examination at the end of the module (50%) - No documents allowed

Additional Information

Teaching and Learning Strategy :

 The class with be composed of mini lectures (50%), group discussions (25%) and class work (25%). During the course students will be given all of the necessary reading to build on the information and theory provided in the lectures. Throughout the course students will be given exercises to test their understanding of the theory taught