Marketing Communications Campaign Planning and Design

ECTS: 4 
Department: TC  
Degree level: 2^rd year of Bachelor
Teaching contact hours: 15  
Instructor: Salim EL AKKIOUI

Learning objectives

• Develop a marketing communications strategy that responds to a specific brief and clearly defined objectives.
• Select appropriate media and communication channels using relevant indicators such as target audience reach, affinity and cost per thousand (CPM).
• Build a coherent 360° communication plan by combining complementary online and offline touchpoints.
• Translate the strategy into effective content and creative executions through a brief, copy strategy, storyboard and copywriting.
• Evaluate campaign effectiveness through pre-testing, post-testing and performance analysis

Course topics

• Strategic campaign planning: target audiences, communication objectives, communication strategy and campaign budgeting.
• Media selection indicators: target audience reach, affinity and cost per thousand (CPM).
• 360° media planning: selecting and coordinating communication channels to ensure consistency across touchpoints.
• Content and creative strategy: creative brief, copy strategy, storyboard, copywriting and effective messaging.
• Campaign evaluation and performance analysis: pre-testing and post-testing.

Teaching method

10 × 1.5-hour seminars (“TD”). The course is practice-oriented and combines case studies, group work, applied exercises and the design of a fictional marketing communications campaign based on a specific brief or theme.

Assessment

• Group oral presentation: design and presentation of a fictional 360° marketing communications campaign.
• Final written exam assessing course concepts and their application to a communication campaign case.

Entry requirements

• Basic knowledge of marketing, including segmentation, targeting and positioning.
• Basic understanding of marketing communication objectives and tools.
• Level of English: at least B1.