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
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Universiteit Gent (UGent)
Bedrijfseconomie
Marketing Communications (F000698A)
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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.
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