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Communication Plan: basic skills34504/4114/1819/1/81
Study guide

Communication Plan: basic skills

34504/4114/1819/1/81
Academic year 2018-19
Is found in:
  • International Curriculum, programme stage 1
This is a single course unit.
Study load: 3 credits
Weight: 3,00
Total study time: 75,00 hours
Possible deadlines for learning account: 01.12.2018 () or 15.03.2019 ()

Organisation of education

Teaching Activities, Learning Activities, Assessment Activities
Lecture10,00 hours
Self-study51,00 hours
Seminar14,00 hours
Supervised independent work
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Special admission is required to enrol in this course unit under credit contract.
Co-ordinator: Swinnen Jeroen
Other teaching staff: Baekelandt Geert, Lips Marie, Mestdagh Barbara
Language course: No
Languages: English
Scheduled for: Semester 2

Objectives

  • Name the essential elements of the formulation of an assignment/briefing regarding a communication plan.
  • Describe the essential elements of the internal and external environment, which have a direct or indirect influence on the communication plan.
  • Determine the target groups in the context of a communication plan.
  • Determine the goals in the context of a communication plan, based on the SMART principles.
  • Determine the appropriate tools within one channel/instrument.
  • As the company's ambassador, support the communicative actions by means of graphics programs.
  • Describe the different types of communicative actions, such as projects/corporate events, and their goals.
  • Describe how the effects of the communicative actions can be measured and analysed by using metrics.

Contents

  • Prepare first meeting with the employer (internal or external)
    • Recognise, identify and critically analyse the parts of a briefing
    • Internal and external environment
  • Target groups
  • Goals, SMART
  • Communication channels and instruments: paid, owned, earned
  • Use software to support the communication, as for example for brochures, leaflets, posters, flyers, websites, social media, news letters ...
    • Tool: graphics software (basic) and other tools (online templates, apps...)
  • Different types of communicative actions
    • Difference between projects and events
    • Opportunities/goals
    • (examples of communication event: open door, event for clients...; examples of projects: communication campagne before launching a new product..)
  • Evaluation of the communication plan (for example SEO en SEA in Google Adwords), if applicable: ROI

Order of enrolment

There are no prerequisites for this course.

Final objectives

Implement the communication plan of a company or organization in a legally correct way for both internal and external (B2B and B2C) stakeholders in an online and offline environment

Teaching methods

  • Learning dialogue
  • Guest speaker or lecture/Testimony
    Additional information: Guest speaker
  • Practice session

Evaluation

Evaluation(s) for first exam chance
MomentForm%Remark
Non-periodicSkills test30,00
PeriodicWritten examination70,00
Evaluation(s) for re-sit exam
MomentForm%Remark
PeriodicSkills test30,00
PeriodicWritten examination70,00

Study materials

1. Mandatory books
Mandatory
  • Author: Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh
  • Publisher: Pearson Education Limited
  • Edition: 6de editie (2017)
  • ISBN-nr: 978-12-921-3576-2