Communication Management International. ECTS files

Communication Management International ECTS Files 2016-2017 For whom? International exchange students in the study field of communication management, ...
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Communication Management International ECTS Files 2016-2017 For whom? International exchange students in the study field of communication management, on bachelor level. Programme Communication Management Autumn Spring Sept - Jan Feb - June ECTS credits ECTS credits

Course unit code

Course unit

80ERA9025 80ERA9030 83CMA1030 80ERA9024 82CMA1020 80ERA9023 82ERA9010 83FAC1010 83CMA1020 82CMA1040 80ERA9029 80ERA9028 80ERA9027 80ERA9026 80ERA9036 82ERA9020

Digital Photography Direct Marketing Communication International Communication & Project Marketing Professional Communication 1 Public Relations Spanish – level A1 Spanish – level B1 Communication Internationale & Projet * Communication Professionnelle 1 * Advertising – Media Planning Market Analysis Marketing PR, Promotions, In Store Communication & Packaging Online Communication and Information International Communication Project Spanish – level A2

4 4 3 4 3 5 3 4 3 3 4 6 5 4 8 3

* These course units are taught in French. Journalism Autumn Sept - Jan ECTS credits

Course unit code

Course unit

80ERA9014 80ERA9018 80ERA9016 80ERA9021 80ERA9022 83ERA9017 83JOU1019 83JOU1018

English for Journalism International Publishing European Integration – Belgium in Europe Radio Journalism Television Journalism International Media Landscape Media Development Fact Checking

6 6 4 4 4 3 3 3

Tourism and Leisure Management Course unit code 80ERA9001 80ERA9004 80ERA9002 80ERA9003

ECTS files 2016-2017

Subject Destination Management Tourism Practicals Tourism Geography Tourism Marketing

Autumn Sept - Jan ECTS credits 4 6 4 4

International Modules

Extra courses Students in communication management can add the following courses from the programme of business management (PXL-Business) to their learning agreement.

Course unit code

Course unit

33MAS3140 32INB4010 32KMO4020 33INB4010

European Studies Understanding Global Cultures Applied Marketing Research SME’s Doing Business with New Markets

Trim 1 Sept - Dec ECTS credits 3 3 3 6

Language of instruction All classes are taught in English. Learning agreement Students in communication management, journalism and tourism and leisure management can choose courses from the above lists. A combination of courses from the different programmes is possible. Only students in communication management can add the extra courses from the programme of business management. In addition language courses can be added to the learning agreement (see Language Courses@PXL). The course unit codes and ECTS files including the content of the courses are available on www.pxl.be/international.

ECTS files 2016-2017

International Modules

Digital Photography ECTS credits: 4 Course code unit: 80ERA9025 Coordinator: Bjorn Roes Period: Autumn Content Imagine using your digital camera or film camera to make perfect pictures. All aspects of photography are covered including photography theory, practical photography, technical aspects and composition. These provide you with the know-how and skills to start photography. You will learn about "point and shoot" digital cameras as well as composition and imaging techniques to help you produce impressive, professional prints. Photoshop is a graphics program, mainly used for editing images or retouching photographs but can also be used to create original artwork either from scratch or based on an existing image. The course starts with the basics of Photoshop, the work area, the toolbox, and using selection tools to create a new image from an existing image. The second part shows the use of layers. Photoshop lets you isolate different parts of an image on layers. Each layer can be edited as discrete artwork, allowing unlimited flexibility in composing and revising an image. Furthermore you will learn techniques for basic image correction by stepping through the process of acquiring, resizing and retouching some photos. You can correct problems in colour quality and tonal range created during the original photography or during the image’s scan. Study materials Course material Digital Photography Recommended study materials Teaching organisation ° Theory Extra information: Basic knowledge digital photography ° Tutorial Extra information: portfolio exercises ° Independent study Prerequisites You should have reached an intermediate level in English. Final competences At the end of this course, You are be able to make srong stories of images. Each student realise a portfolio with his own results. Evaluation Continuous assessment: the assignments will be graded. Tasks about: - controlling the exposure - adjusting settings of white balance - shooting at night - using close-ups - black and white photography

ECTS files 2016-2017

International Modules

- taking pictures of people - serals with documentary aspects - 'the decision of moment' and street image Learning outcomes In this course, you'll find all you need to take great pictures, including: - how to use professional photo techniques - overcoming some common problems, fo example low light, blurred images, poor framing, under and overexposure - inspiration photo ideas to improve your creativity - practical advice on getting the best results - explanations of dept of field, exposure, white balance, ISO, shutter speed, rule of thirds... - making serials with documentary aspects, 'the decision of moment', street images, and portraits.

ECTS files 2016-2017

International Modules

Direct Marketing Communication ECTS credits: 4 Course code unit: 80ERA9030 Coordinator: Hoebers Bruno Period: Autumn Content The study of the concepts, strategies, and applications involved in direct marketing. Measurability, accountability, lists, data and the integration of direct marketing programs into the total marketing efforts are discussed. The main objectives are: - Appreciation of the difference between direct marketing and more traditional marketing methods, and the potential role of direct marketing within an organization’s overall marketing strategy; - Use of a conceptual framework for the planning, integrating and control of the direct marketing process; - Construction of realistic objectives for different types of direct marketing; - Providing input towards creative strategy; - Setting a direct marketing budget and allocate resources to the direct communication elements within this budget; - Demonstration of the strategic use of each of the direct marketing elements and critical analysis and evaluation of the elements of a direct marketing campaign; - Identification of the need for evaluating the effectiveness of the direct marketing communication plan; - Determination of the role of direct marketing in branding; - Understanding of the role of technology in the ongoing development of direct marketing. Study materials Course material Direct Marketing Mailchimp (online email marketing system) Recommended study materials Bob Stone and Ron Jacobs, Successful Direct marketing methods, McGraw-Hill books, 2008 , eighth edition. Making and keeping members. Direct Communication for Employers' Organizations. Teaching organisation ° Theory Extra information: Basic knowledge direct marketing ° Tutorial Extra information: Task direct marketing (email marketing campaign) ° Independent study Prerequisites You should have reached an intermediate level in English. Final competences Basics knowledge in Direct Marketing. Evaluation Permanent evaluation: Oral assessment; tasks and assignments

ECTS files 2016-2017

International Modules

International Communication & Project ECTS credits: 3 Course code unit: 83CMA1030 Coordinator: Diony Van Eeckhout Period: Autumn Content This course focuses on two pillars, the first of which is international communication. In this domain, you will learn all about international job applications in English and improve your knowledge of business English, focusing on a number of recent trends in the Communications industry. In addition, you will study a number of grammar and business vocabulary topics independently. For the international project, you will discover presentation techniques necessary to deliver a professional business presentation. Using both theory and practice sessions, you will learn the tips and tricks for a successful business presentation, including drafting professional visuals, non-verbally manipulating your audience and adding structure to your presentation. Please note that this is not a beginner’s course in English. Evaluation 100% continuous assessment, 55% of which is maintained for the duration of the full academic year (i.e. no resit!)

ECTS files 2016-2017

International Modules

Marketing ECTS credits: 4 Course code unit: 80ERA9024 Coordinator: Ellen Theunen Period: Autumn

Content In this course you get a practical, managerial approach to marketing. Contents Marketing now and customer value, strategic marketing, the marketing environment, marketing and society: social responsibility and marketing ethics, consumer markets and consumer behavior, business-tobusiness markets, marketing research, segmentation and positioning, competitive strategy, product and branding strategy, new-product development and product life-cycle strategies, pricing, integrated marketing communication strategy, personal selling and direct marketing, managing marketing channels, case study’s. Study materials Articles Recent articles and website references. Book Philippe Kotler, Marketing: an introduction. Pearson Education, 2013 Prerequisites You should have reached an intermediate level in English. Evaluation Written exam Re-examination is possible.

ECTS files 2016-2017

International Modules

Professional Communication 1 ECTS credits: 3 Course code unit: 82CMA1020 Coordinator: Lynn Custers Period: Autumn Content This course focuses on two pillars, the first of which is professional communication. In this domain, you will learn all about communication in English and improve your knowledge of business English. In addition, you will study a number of grammar and business vocabulary topics independently. We will cover a number of important business letters, and focus on the tools you need to write them. You will be working both independently and in teams/groups in class. Last, we will focus on oral communication as well, in the form of group debates and meetings. Please note that this is not a beginner’s course in English. Evaluation 100% continuous assessment Study materials Article Recent articles and website references.

ECTS files 2016-2017

International Modules

Public Relations ECTS credits: 5 Course code unit: 80ERA9023 Coordinator: Joke Timmermans Period: Autumn Content This course examines the nature of PR and its role within the communications mix. The session attempts to give an overall appreciation of the current uses of PR and explores the terminology associated with its practice. Topics: media and press relations, corporate PR, product PR, issue management, crisis communication and spokesperson, image/identity and reputation management, internal communication, publications and other PR-materials, social media, spin doctors, public affairs, employer branding, the PRplan, case study’s. Teaching organisation Tutorial Theory Independent study Prerequisites You should have reached an intermediate level in English. Evaluation Oral examen: Oral Examination. Re-examination possible. Permanent evaluation: Tasks and assignments throughout the course.

ECTS files 2016-2017

International Modules

Spanish – level A1 ECTS credits: 3 Course code unit: 82ERA9010

Coordinator: Brigitte Luyten Period: Autumn Content This cours is a communication oriented course. An easy way to start making yourself understood in Spanish: when introducing yourself, at a hotel, in a café and when travelling. You will be guided through expressions, grammar and pronunciation step by step. The Spanish course is based on level A1 of the Common European Framework of Reference for Languages. Study materials Curso de gramática, Brigitte Luyten Meta profesional 1, Edición internacional, Libro del alumno, Intertaal, ISBN978 94 6030 9465 Meta profesional 1, Edición internacional, Libro de ejercicios, Intertaal, ISBN 978 94 6030 9472 Teaching organisation Tutorial Theory Independent study Prerequisites Absolute beginners level Final competences At the end of the semester A1 of the Common European Framework of Reference for Languages. The students will have acquired basic knowledge in grammar and targeted vocabulary and basic skills in speaking, listening, writing and reading. Evaluation Continuous assessment, i.e. the assignments given throughout the semester make up for your final mark. There is no written/oral exam. As a result, full attendance is required. If necessary, a repeat exam will be organised.

ECTS files 2016-2017

International Modules

Spanish – level B1 ECTS credits: 4 Course code unit: 83FAC1010 Coordinator: Brigitte Luyten Period: Autumn Content This course focuses on acquiring/enhancing a variety of business skills and contains several modules, including: 1. Targeted vocabulary 2. Grammar: use of the tenses 3. How to make a telephone call 4. Introduction to correspondence (writing an e-mail) The next steps for learners of Spanish: arranging to meet and asking how to get somewhere, ordering at a restaurant, reserving a hotel room and talking about your family and holidays. In this Spanish course, you will learn all the expressions you need as well as grammar and pronunciation. The student will acquire more vocabulary and grammar for various situations such as going shopping, talking about feelings and everyday life, making a phone call. This course is based on level B1 of the Common European Framework of Reference for Languages. Study materials Curso de gramática, Brigitte Luyten Curso Spaans 2, Brigitte Luyten Teaching organisation Tutorial Theory Independent study Prerequisites You should have oral and written skills in Spanish – level A2 CEFR. Final competences At the end of Semester 1 students should be able to express themselves in spoken and written language in an effective manner. Evaluation Continuous assessment, i.e. the assignments given throughout the semester make up for your final mark. There is no written/oral exam. As a result, full attendance is required. If necessary, a repeat exam will be organised.

ECTS files 2016-2017

International Modules

Communication Internationale & Projet ECTS credits: 3 Course code unit: 83CMA1020 Coordinator: Adele Avi Period: Autumn Content Case for an outside client: developing and implementing a communication plan for Ardennes-Etape (holiday cottages rentals in the Ardennes) This course is carried out with a field project, requiring an active involvement of the participants. Implementing a communication policy and communication plan requires research. In order to make realistic choices, you have to find out what audiences and target groups want. You will carry out a research project using several methods of communication or marketing research. The research group processes information regarding a communication problem of Ardennes-Etape, an outside client. Your findings will be put down in a written report, meant for the client. You will give a presentation of your findings and conclusions to a jury. How to write job application letters, and tips and advise for applying for a job. Supporting vocabulary acquisition Group and individual presentations Study materials Guidelines and course on Blackboard Teaching organisation Tutorial Theory Independent study Prerequisites You should have good oral and written skills in French – level B1 CEFR. Final competences At the end of Semester1 B2 of the Common European Framework of Reference for Languages. Evaluation Your research group processes information regarding a communication problem of an outside client. Your findings will be put down in a written report, meant for the client. You will give a presentation of your findings and conclusions to a jury. Continuous assessment, i.e. the assignments given throughout the semester make up for your final mark. There is no written/oral exam. As a result, full attendance is required. If necessary, a repeat exam will be organised.

ECTS files 2016-2017

International Modules

Communication Professionnelle 1 ECTS credits: 3 Course code unit: 82CMA1040 Coordinator: Adele Avi Period: Autumn Content This course focuses on acquiring/enhancing a variety of business skills and contains several modules, including: 1. Business Presentations 2. Current Affairs 3. Telephone conversation 4. Grammar Depending on the current affairs a selection of recent topics will be dealt with. Your oral skills will be improved by means of group and individual presentations. Study materials Guidelines and course on Blackboard Teaching organisation Tutorial Theory Independent study Prerequisites You should have good oral and written skills in French – intermediate level. Final competences At the end of Semester 2 B1 of the Common European Framework of Reference for Languages. Evaluation Continuous assessment, i.e. the assignments given throughout the semester make up for your final mark. There is no written/oral exam. As a result, full attendance is required. If necessary, a repeat exam will be organised.

ECTS files 2016-2017

International Modules

Advertising – Media Planning ECTS credits: 4 Course code unit: 80ERA9029 Coordinator: Bruno Hoebers Period: Autumn Content This course deals with the various elements involved in the production of a communication campaign from inception to conclusion. This course gives the student the opportunity to analyze one of the most important, yet contentious areas of communication. Emphasis is placed on the need to evaluate all communication programmes and analyze data correctly: • What is media analysis/evaluation? • The reasons for media analysis • What can be measured? • Techniques; media tracking and outcome analysis • The process of evaluation and coding Advertising media planning for broadcast, print and online media includes the interpretation of ratings and market data, media strategies and concepts, and specific buying processes in each advertising medium. Media planning helps you determine which media to use. Simply put, media planning refers to the process of selecting media time and space to disseminate advertising messages in orde to accomplish marketing objectives. Teaching organisation Tutorial Theory Independent study Prerequisites You should have reached an intermediate level in English. Evaluation Permanent evaluation: Paper Oral examination.

ECTS files 2016-2017

International Modules

Market Analysis ECTS credits: 6 Course code unit: 80ERA9028 Coordinator: Ellen Theunen Period: Spring Content In an increasingly competitive environment, information is more important than ever. The course offers a systematic approach to the structure, implementation and analysis of marketing research for purposes of decision making. This includes an emphasis on customer wants and needs as they are relevant to developing promotional campaigns, new products and improving customer service efforts. This course covers aspects of desk and field research. The course is carried out with theoretical lectures, discussions of cases and field project, requiring an active involvement of the participants. Implementing a communication policy and communication plan requires research. In order to make realistic choices, you have to find out what audiences and target groups want. You will carry out a research project using several methods of communication or marketing research. The research group processes information regarding a communication problem of an outside client. Your findings will be put down in a written report, meant for the client. You will give a presentation to the group. Study materials Guidelines and course Teaching organization Whether you are starting a new business or launching a new product, conducting a marketing analysis is the first step in determining if there is a need or audience for your idea. Knowing the market's needs and how it is currently serviced provides you with key information that is essential in developing your product/service and marketing plan. Too often, businesses spend thousands of dollars launching a "new" idea with a limited market because of competition. The owner is forced to reevaluate his strategy and determine if there is room for another player. Although the quality of the product is critical, your development of the best product on the market will not necessarily correlate with the most sales. Up to 50 percent of a product's price can be for marketing. The company who wins the marketing game generally will capture the larger share of the market. Conducting a market analysis will help you: - Prepare to enter a new market - Launch a new product/service - Start a new business - ... Prerequisites You should have reached an intermediate level in English. Final competences At the completion of this exercise, you should be able to: - Explain the concepts of a marketing analysis - Determine if there is a need for your idea or product/service - Identify a new market - Analyze your current market - Gain a competitive advantage - Begin to establish a marketing plan

ECTS files 2016-2017

International Modules

Evaluation The research group processes information regarding a communication problem of an outside client. Your findings will be put down in a written report, meant for the client. You will give a presentation to the group. Re-examination is possible.

ECTS files 2016-2017

International Modules

Marketing PR, Promotions, In Store Communication & Packaging ECTS credits: 5 Course code unit: 80ERA9027 Coordinator: Ellen Theunen Period: Spring Content Marketing PR Marketing PR will teach you how to activate your public relations in order to sell goods and services. The marketing objectives are: creating awareness, informing and educating, building loyalty, giving the consumer a reason to buy our products and services, creating ‘buzz’,… Promotions, In store communication & Packaging If you want to sell goods, you have to tease the consumer. Via promotions, in store communication and packaging you will try to get the attention of your consumers. In this course you will learn all about promotions, in store communication and packaging. You will learn about category promotions, range changes, planograms and other in-store activities. Teaching organisation Tutorial Theory Independent study Prerequisites You should have reached an intermediate level in English. Evaluation Written exam Re-examination is possible.

ECTS files 2016-2017

International Modules

Online Communication and Information ECTS credits: 4 Course code unit: 80ERA9026 Coordinator: Willy Coomans Period: Spring Content During this course, the value and role of the Internet will be explored. Latest developments in Web2.0 and Web3.0 will be examined. • The use of social media (Facebook, Twitter, LinkedIn, YouTube, Instagram,…) in communication campaigns. • Online advertising (SEA) and promotion (banners). • Mobile marketing. • Online and offline integration; viral marketing. • The use of blogs and newsletters. • Google: Search Engine Optimization (SEO). • Online security & privacy; data distribution and permission based marketing. • Websites: content analysis and navigation; what makes a web site user friendly (Accessibility). • The future of Web3.0 and beyond. Study materials A website. Teaching organisation Tutorials (5 hours) Theory (25 hours) Independent study (10 hours) Prerequisites You have notice of media and publicity campaigns. Final competences You understand web2.0 You will be capable of working with adwords. You know how to create a online campaign. You know the importance of blogs, social media, newsletters, etc. Evaluation You'll have to write a paper.

ECTS files 2016-2017

International Modules

Communication Project ECTS credits: 8 Course code unit: 80ERA9036 Coordinator: Herve Van de Weyer Period: Spring Content You will participate at Ad Venture Competition. Ad Venture is the first pan-European competition which gives you the chance to experience what it is like to work in advertising by creating your own agency and working on a pitch for a real client. Your agency will work on the advertising campaign incorporating everything you learn in class and putting your skills to test. You will create a communication campaign to inform the public about a product using digital channels and including research, strategic approach, tactical measures and creative executions. Please focus on digital channels: web, multi-media, social networks, YouTube, interactive websites of newspapers/magazines promoting reader engagement and other relevant sites Create your team Your team, consisting of 2 to 4 people, will use its creative skills to develop a campaign and will take the role of an advertising agency. All teams must have an academic advisor from their institution who will help them during the whole competition. Your team may consist of: An account director A planner A creative A producer Create your campaign Your team is expected to submit a campaign composed of a case description and creative materials. Communicate in English, but targeted local language and cultural adaptations are permitted. Study materials http://adventure-competition.eu/ Teaching organisation Tutorial Independent study Prerequisites You should have reached an intermediate level in English. Final competences You will have a clear view on advertising and campaigns. Evaluation You'll have to write a paper. You will give a presentation to the group.

ECTS files 2016-2017

International Modules

In order to submit a campaign, every team must write a paper featuring the following sections: Campaign name Campaign background (max. 300 words) Objectives (max. 100 words) Proposed strategy and tactics ( max. 300 words) Creative brief (max. 200 words) Creative execution (max. 100 words) Media plan (max. 100 words) Assessment measures (max. 100 words) Additional information (max 100 words or N/A) Campaign summary (max 90 words) Creative materials (upload files) No re-examination possible.

ECTS files 2016-2017

International Modules

Spanish – level A2 ECTS credits: 3 Course code unit: 82ERA9020

Coordinator: Brigitte Luyten Period: Spring Content This cours is a communication oriented course. An easy way to start making yourself understood in Spanish: when introducing yourself, at a hotel, in a café and when travelling. You will be guided through expressions, grammar and pronunciation step by step. The Spanish course is based on level A2 of the Common European Framework of Reference for Languages.

Study materials Curso de gramática, Brigitte Luyten Meta profesional 1, Edición Internacional, Libro del alumno, Intertaal, ISBN 978 94 6030 9465 Meta profesional 1, Libro de ejercicios, Intertaal ISBN 978 94 6030 9472 Teaching organization Tutorial Theory Independent study Prerequisites A1 of the Common European Framework of Reference for Languages. Final competences At the end of the semester A2 of the Common European Framework of Reference for Languages The students will have acquired basic knowledge in grammar and targeted vocabulary and basic skills in speaking, listening, writing and reading.

Evaluation Continuous assessment, i.e. the assignments given throughout the semester. There is also a written/an oral exam. Full attendance is required. If necessary, a repeat exam will be organised.

ECTS files 2016-2017

International Modules