Aims

COM_AC_01. Act efficiently by solving problems e.g. in a flexible, creative and accurate way.

COM_AC_02. Develop high-quality reasoning.

COM_BS_03. Develop a communication strategy and an appropriate communication and media plan. (strategist, media planner)

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COM_BS_04. Communicate in form and content. (creative communicator)

COM_BS_05. Manage a communication project. (professional communicator/account manager)

COM_AC_03. Collect and process information.

COM_AC_12. Make data usable, treat them and make them operational in order to support management from an administrative perspective.

COM_BS_01. Manage relevant trends within the communication policy. (researcher, strategist, media planner, creative communicator, professional communicator)

COM_BS_02. Carry out all facets of applied research in the framework of a communication issue. (researcher)

In concrete terms, this means for the component advertising that the student at the end of this course is able to:

- Identify the most important steps in the marketing communication plan.

- Identify the various aspects of brand policy and key brand strategies.

- apply the process of segmentation, targeting and positioning as well as the associated strategies.

- adequately formulate communication objectives

- recognize the most important theoretical and practical budgeting methods for marketing communication

- Recognize the objectives and methods and limitations of the pre and post tests of advertising campaigns as well as the methods and procedures for evaluating campaigns.

- Make a motivated choice of the various communication tools and use them at strategic level.

- apply concepts and concepts from marketing communication to an integrated mix of communication tools and list and justify alternatives.

- Critically seek solutions for marketing communication problems and provide well-argued strategic advice. (Cases)

2. for the Interactive Strategy & CRM component

- Investigate the importance of a website for a company
- Describe the steps of a web project
- Measuring the success of your website and of all communication outcomes that are measurable
- Optimize websites for search engines
- Use social media in a company's communications mix
- Being aware of the latest developments regarding social media
- How can companies generate more traffic through online ads
- What is the role of email campaigns in a company's communications?
- Estimate the importance of Mobile marketing. Now and in the future.
- Understand what Inbound Marketing is and know how it can be deployed
- Understand and use Google Analytics, Google Adwords, and Google Display Network

Is included in these courses of study

• Bachelor of Communications Management (Mechelen) 180 ects.
• Short Program - Bachelor of communications management (Mechelen) (Speciality Advertising) 180 ects.
• Short Program - Bachelor of communications management (Mechelen) (Speciality Digital Media Manager) 180 ects.
• Bachelor of International Communication and Media (Mechelen) 180 ects.