You should have a good command of English - as well written as spoken - in order to optimize your following of this course. If this is not the case, I strongly advise you to take another option, as too many students in the past failed during the LSMS2006  exam due to an insufficient command of the English language. If you are Erasmus/exchange student, please do not rely on the preliminary English test you passed (B2) as its level proves to be insufficient to match the higher level of English language command expected here.

« Strategic Marketing Communications » is part of the Marketing Sequence of courses developed within the Unité Marketing of the IAG/Louvain School of Management. It is geared to students who have attended introductory courses in marketing and want to acquire some knowledge of the basic concepts and contemporary methodologies underlying the development of integrated  marketing communications strategies and plans : advertising, media planning, promotions, public relations, e-communications, direct marketing, point of sales communications, advertising research, business to business, international communications, ….  

Part 1 – Integrated marketing communications 

  • The communications mix
  • Integration of marketing communications
  • Factors leading to integrated marketing communications
  • Barriers to IC
  • Client-agency relations and IMC
  • The integrated communications plan 

Part 2 – How marketing communications work

  • Hierarchy-of-effects models 
  • Attitude formation and change
  • Multiple attribute models
  • Heuristic evaluation
  • Affect-as-Information model
  • Aad and feelings transfer
  • Post-experience models 

Part 3 – Target groups

  • The segmenting-targeting-positioning framework
  • Market segmentation
  • Targeting
  • Positioning 

Part 4 – Objectives 

  • Marketing communications objectives
  • Stages in the product life cycle and marketing communications objectives 
  • Consumer choice situations and marketing communications objectives
  • Corporate Communications objectives

Part 5 – Budgets

  • How the communications budget affects sales 
  • Communications budgeting methods
  • Factors influencing budgets
  • Budgeting for new brands or products 

Part 6 – Advertising

  • Types of advertising
  • Campaign development 
  • Message strategy
  • Creative idea
  • Creative appeals
  • Rational appeals
  • Emotional appeals
  • Endorsers
  • Campaign implementation

Part 7 – Media planning

  • the media planning process
  • Media objectives
  • Selecting media
  • Media context

Part 8 - Advertising research : pre-posttests

  • Strategic advertising planning and the role of research
  • Strategic advertising research
  • Pre-testing of advertising
  • Post-testing of advertising
  • Advertising campaign evaluation research

Part 9 – Public relations

  • Target groups, objectives and tasks
  • Instruments and channels
  • Budgets
  • Measuring effectiveness of PR
  • Public relations in times of crisis

Part 10 – Sponsoring

  • How sponsoring works
  • Target groups and objectives
  • Budgets
  • Measuring effectiveness of Sponsoring

Part 11 - Sales promotions

  • Objectives and target groups
  • Consumer promotions
  • Trade promotions
  • Measuring sales promotions effectiveness

Part 12 - Direct marketing

  • Objectives and target groups
  • Direct marketing media and tools
  • Database marketing
  • Relationship marketing
  • Measuring direct marketing effectiveness

Part 13 - E-communications

  • Internet communications objectives and tools
  • Mobile marketing
  • Interactive television
  • Relationship marketing and the internet 
  • Tracking the effectiveness of e-communications

Part 14 - Point-of-purchase communications

  • Objectives and tools of point-of-purchase communications
  • The effectiveness of point-of-purchase communications tools
  • Other point-of-purchase factors

Part 15 - Business-to-Business communications

  • Target groups, objectives and instruments of B-to-B communications
  • Business buying behaviour and marketing communications

Part 16 – Ethical Issues in Marketing Communications

  • Ethics and Marketing Communications
  • Ethical decision-making models and rules
  • Unethical use of Marketing Communications instruments
  • Regulation of Marketing Communications practices


« Strategic Marketing Communications » relies on methodological and interactive lessons, enriched and illustrated with some real cases. Lessons are given by an experienced marketing communication expert having spent 23 years in leading communication agencies. An individual written exam (In English, the level of English required is rather high and caused many failures in the past, please consider this seriously) will take place in June. See more details in the section Exam/evaluation hereunder.

Warning : ERASMUS/Exchange students must manage to stay in Belgium until the end of June and should not book any return flights to their country before the end of the month of June.


Textbook : Foundations of Marketing Communications : a European Perspective, Fourth Edition 2010 or Fifth Edition 2013, P. de Pelsmacker, M. Geuens, J. Van den Bergh, Pearson Education (available at Librairie Agora). Some additional bibliography is also available below.


· DE PELSMACKER, P., GEUENS, M., VAN den BERGH, J. : Marketing Communications, a European Perspective, Pearson education, Fourth edition, 2010
· MALAVAL, P., DECAUDIN, J-M. : Pentacom : Communication, théorie et pratique, Pearson education 
· KOTLER P. et B. DUBOIS (1994), Marketing Management, 8e édition, Publi-Union, Paris 
· LAMBIN J.J. (1994), La recherche marketing Ediscience international, Paris     
· LAMBIN J. J. (1998), Le marketing stratégique, 4e édition, Ediscience International, Paris 
· BROCHAND B., LENDREVIE J., Le Publicitor, Dalloz (5è édition), 2001 
· LENDREVIE J., de Baynast, A. Le Publicitor, Dalloz (6è édition), 2004

Website and Reception hours 

An I-Campus website is at your disposal providing you with all necessary informations : case-study, complementary files and notes, news, agenda, students forum, …







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On request 

Exam and evaluation

Students will be evaluated in an individual written exam based on 5 questions : 3 questions are mandatory, the additional 2 questions must be selected at will from a set of 4 to 5 questions. Each question is worth 4 points. This exam is taking place in June. Non Belgian Students are expressly requested not to schedule any return flight before end of June. 

Students who do not achieve at least 10/20 will have to pass the exam again in August/early September. Please note that this second opportunity of exam must take place IN BELGIUM. "Incoming Exchange Belgium" from the LSM does not support nor organizes distant exams for students living in other countries after June. Foreign students living/studying outside Belgium who could not have passed the exam with at least 10/20 and are not able to come back to Belgium expressly to take the second opportunity exam in Belgium will have to negotiate with their mother university to organize themselves the distant exam with myself.