course presents the array of communication tools available to an organization,
whatever its sector of activity (including non-for-profit). The various tools
included in the « marketing mix » will be defined and developed,
relying on examples and case studies. Last, elements enabling ethical evaluation
will be presented and considered for various and specific targets such children.
the end of this teaching unit, students should be able to identify all
communication tools that are available to marketers, including the most “alternative”
ones (considering that high competition calls for new communication means).
Students will be able to understand the strategic and operational
consequences of each tool, put things in perspective and will be able to offer
the optimal communication mix, adapting the tools and the content to the
context. Last but not least, he will be able to offer a critical analysis on
communication practices, especially effectiveness and ethical ones.