Integrated Communication Campaigns

Credit hour 4
Total number of hours 30
Number of hours for lectures 30


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.
This course aims at providing students with the academic knowledge and skills to be able to evolve and coordinate comprehensive communication strategies.
The course mainly focuses on advertising and promotion with a focus on creating integrated campaigns including digital communications and measuring their performance.
Students will study integrated campaigns and related advertising supports to build their knowledge of real brand messages. Topics include social media, media-planning, branding, reputation, tag lines, PR, press conferences, events and trade shows, as well as crisis management.

This class is offered in the Spring semester.


Semestre 2