Marketing Communication

Description

This course evaluates the following learning outcomes: The student 1.1 (MM) analyses marketing-related operational problems and questions, taking into account the specific managerial context. 1.3 (MM) evaluates the impact of divers marketing- and business communication decisions, reflects critically on how marketing and communication decisions can be used to improve the functioning of firms. 2.1 (MM) analyses marketing-related strategical problems and questions, taking into account the specific managerial context, the different stakeholders (manufacturers, retailers, consumers, policy,…), and the broader environment in which the organisation operates. 2.2 (MM) formulates a substantiated solution to strategical marketing problems and questions on the basis of scientific knowledge and insights into marketing, taking into account the specific managerial context, the involved stakeholders and the broader environment in which the organisation operates. 2.3 (MM) takes a substantiated stand on contemporary societal marketing problems on the basis of scientific knowledge and insights in marketing. 3.2 (MM) plans, organises and evaluates processes w.r.t. marketing planning and takes into account the specific managerial context in the planning, organisation and evaluation of the business processes around these marketing planning decisions. 4.1 (MM) reflects critically on how societal, international and organisational trends influence marketing decisions of an organisation while taking into account the (consequences for the) involved stakeholders. 4.2 (MM) Follows the debate and communication on contemporary marketing themes. 4.3 (MM) sketches and interprets trends in the marketing landscape and can take a critically substantiated stand on societal marketing-related themes, taking into account (the consequences for) the involved stakeholders. 7.2 Discusses the social, ecological and economic sustainability aspects of the strategy and tactics of a marketing communications campaign and analyses a sustainability policy on the basis of these aspects and formulates suggestions for improvement. 7.5 Is critical and not afraid to question himself/herself and his/her environment. 10.1 (MM) knows how to keeps his/her knowledge on marketing themes up to date on the basis of practical, policy oriented as well as scientific information. 10.2 (MM) integrates policy oriented, scientific and practical information on specific marketing related themes, and takes a substantiated stand on the relevancy of the specific themes for the organisation. 10.3 (MM) reflects critically on the way important evolutions and innovations in marketing can be translated to the marketing policy in the organisation, taking into account the specific managerial context. 11.1 is aware of the rapidly evolving knowledge society that he/she will enter and therefore understands the need for maintenance and improvement of acquired knowledge, skills and competences and acquisition of new knowledge, skills and competences. 11.2 is willing to improve his/her knowledge, skills and competences in order to shape his/her life professionally, personally, socially and civilly. 11.3 actively looks for opportunities to broaden and deepen his/her knowledge, skills and competences, in order to anticipate the (evolving) requirements of the work environment.