Summary study book Marketing Communications of Prof Patrick de Pelsmacker, Prof Maggie Geuens (introductie) - ISBN: 9781292135809, Edition: 6, Year of publication: - (Introduction)
Summary Marketing Communications A European Perspective
Marketing Communications Summary RU (including important parts of book)
Marketing Communications: Summary IBC
All for this textbook (14)
Written for
Universiteit Gent (UGent)
Bedrijfseconomie
Marketing Communications (F000698A)
All documents for this subject (11)
Seller
Follow
bedrijfseconomieugent
Reviews received
Content preview
INTRODUCTION
Course overview
To participate in the course, the following is required :
- A good command of the English language
- A basic insight in marketing management
- The textbook : Marketing Communications. A European perspective. Chapters 1-8 and 13-14.
- NOT STUDY : the vignettes ‘business insights’ and ‘research insights’, nor the end of chapter cases in the book,
and also NOT the additional research and business examples I give in the slides and the videos.
Evaluation
- Individual assignment : 50% of grade
- Written test, partly MC questions, 50% of grade
- You do not need to pass for both parts; an average grade will be calculated
Individual assignment
- Select one chapter or part of a chapter from the textbook, for instance :
- Humor in advertising
- Branding and marketing communications
- Ethical issues in marketing communications
- Advertising on social media
- Cross-cultural marketing communications
- Advertising personalisation
- Measuring the impact of marketing communications
- The role of creativity in advertising
- ...
- Look up a minimum of 3 scientific articles related to this (part of a) chapter. The articles should be published
within the last 5 years in a peer-reviewed scientific marketing journal included in the VABB.
https://www.ecoom.be/sites/ecoom.be/files/VABB_VII_Tijdschriftenlijst_approved.pdf
Scientific journal :
- Has an editorial board of international professionals that are mostly linked to universities
(so only from Belgium, is not relevant!)
- Peer-reviewed
- Some relevant journals you may start with : European Journal of Marketing / International Journal of
Advertising / International Journal of Research in Marketing / International Marketing Review / Journal of
Advertising / Journal of Advertising Research / Journal of Brand Managmement...
But it can also be in a tourism journal, it only has to go about marketing communications and has to be from
a scientific peer-reviewed journal.
1
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller bedrijfseconomieugent. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.91. You're not tied to anything after your purchase.
