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
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 |
Evaluation
Evaluation(s) for first exam chance
Moment | Form | % | Remark |
Non-periodic | Skills test | 30,00 | |
Periodic | Written examination | 70,00 | |
Evaluation(s) for re-sit exam
Moment | Form | % | Remark |
Periodic | Skills test | 30,00 | |
Periodic | Written examination | 70,00 | |
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