International Marketing Communications Program

Courses

> On the London Metropolitan University City Campus

Marketing Communications: Explores the concept of integrated Marketing Communications and the role of the various marketing communications mix components in communications planning, enabling you to develop knowledge and skills in understanding traditional and contemporary thinking.

Marketing Research: Covers all aspects of Marketing Research. You will learn the basic tools of “desk” research including the application of this knowledge in the preparation of your dissertation proposal.The course also covers Primary Research including market research, product research,pricing research,distribution research, and promotion research.

Service Sector Marketing: Enables you to gain knowledge and understanding of the nature of service sector organisations and the range of concepts, theories, and managerial tools available to the services marketing function, and how they apply in the context of service sector organisations.

> On the ESCEM Poitiers Campus

Public Relations: Provides an understanding of the importance of integrating public relations with other elements of the marketing communications and explores the nature of PR both as a subject and discipline in its own right.The course analyses the methods employed by PR practitioners in developing the social and ethical status of effective PR practice and provides an understanding of the social responsibilities of organisations and how PR can foster them.

Measuring Advertising Effectiveness: Introduces students to advertising research and campaign effectiveness by exploring how marketers use research at different stages of the process: determining strategy, undertaking research, and researching the creative concept and then seeing how marketers pre-test and post-test advertising and campaign development.

New Media Marketing: Provides students with a strategic overview of new media marketing and communications.The internet is transforming not only the way that organisations do business and the markets they can access and service, but also the way they communicate and manage relationships with their respective stakeholders.This course provides students with the strategic overview and relevant skills to be able to assess how organisations can implement, improve and monitor new media strategies including an understanding of the interaction of online marketing with e-commerce operations.

International Negotiations in Marketing and Communications: Aims to improve your interpersonal skills in negotiation situations by challenging you to ask appropriate questions and present convincing arguments to a client. The course explores how to develop options rooted in criteria of legitimacy and how to react to a question or an argument from the other side. Obstacles to successful negotiations are considered: cognitive, emotional, institutional and cultural.

International Brand Management: Identifies factors in determining successful branding while providing an understanding of the importance of cultural contexts. The course will differentiate between types of branding objectives, recognise the trends in development of corporate and product branding and analyse the efficacy of different types of communications while recommending a variety of strategies concerning brand loyalty.

Corporate Strategy: Is designed to bring a wider understanding of corporate decision making in the fields of alliances and outsourcing.

Sponsorship:Considers the opportunities involved in associating activities with events in return for services or profit. The course discusses the nature and objectives of sponsorship; how it works; its integration with other forms of marketing and customer relationships and examines cause and event-related sponsorship and product and programme related sponsorship.

The future of marketing and agencies: Provides a practitioner perspective on the wider business context by exploring how marketing is perceived, how market dynamics (particularly digital) and new theories impact on marketing, which of the old theories still prevail, how the client/agency relationship is changing. The module challenges students to develop their own views about the future role and remit of marketing and how they need to position themselves effectively in the job market.

How to apply ?

Application form to be downloaded here and then sent to Sandrine Berjon : Campus de Poitiers - 11, rue de l'ancienne Comédie - BP5 - 86001 POITIERS

The Tuition is 9,500€ for EU students, 15,500€ for non EU students

Assessment

A range of assessment methods are used including written reports, projects, presentations, work placement and dissertation.

Structure and Length

The world of marketing communications is changing rapidly in content, reach and form.This innovative course offered jointly with London Metropolitan University aims to equip students with an understanding of major themes in marketing communications in an international context. The courses are taught in English in both Poitiers and London so it is not necessary to be a French speaker to undertake the programme. It gives you a chance to study Marketing Communications in an international context, taught from two different perspectives. It also provides you with an understanding of the cultural differences in this field between the UK and France, giving you the skills to research and evaluate aspects of the communication mix from an international perspective, from branding, advertising and public relations to developing communications strategies.

Testimonies

"IMCo is a really unique program especially targeted to people who are particularly interested in following a career in marketing and communications in a multinational level. 

Studying in two different countries with different cultures and lifestyle has been a really exciting experience and very helpful for students to realize what the international marketing stands for.

In the meantime, studying with graduates from all over the world was a great chance to receive influences of a multicultural environment where different working styles should be combined for the best of the teamwork. 

Many academic interests can be definitely covered by the great range of courses which are really well practiced through a variety of interesting and challenging projects."

Georgina LALA (academic year 2008/09)

 

> See IMCo video testimonies