Mobilizing traditional & digital media for communication

MBA Elective Module

Duration

3 days

Recognition

Language

English

Cost

€ 1950

Campus Bordeaux

Session

5, 6, 7 july

Format :

Objective

  • Define an operational tool enabling the construction of a Brand discourse both integrated and converging through multiple media platforms.
  • Share a critical presentation of three different applications of the operational tool.
  • Apply this tool in the context of your organization

Profil

Experienced Managers and Executives

Prerequisite

  • Bac + 3 minimum.
  • At least 5 years of managerial experience.
  • Toeic test > 750 pts. 

Programme

This unique and exclusive “seminar & workshop” offers a practical tool (the Brand Soundboard©) to better administer the current converging media coverage of a Brand's or organization's discourse. Our goal is to enable you to consistently and effectively mobilize the entire set of your traditional and digital media channels in order to build a strong Brand and Brand experience. As a true steering instrument, the Brand Soundboard can be applied within your organization:

  • Understand the various strata of a Brand's discourse in a pragmatic way
  • Discover the last strata of the Brand: the useful Brand
  • Fully acknowledge the strategic consequences of the current media transformation.
  • Define an operational tool enabling the construction of a Brand discourse both integrated and converging through multiple media platforms.
  • Apply this tool in the context of your organization.
  • Presentation and evaluation of each application

Methode and pedagogy

  • This module will consist of lectures by the teacher, in-class discussions and exercises (individual and group activities) about how to better administer the current converging media coverage of a Brand's or organization's discourse.
  • Organization of the sessions: Each day focuses on one axis of the Brand Soundboard and will be enriched by a simple exercise to validate the understanding of the content.

Evaluation and penalization

  • Participation and presence (40%) and in-class presentation (60%).
  • Individual online questionnaire and oral group evaluation at the end of the course, completed by an individual online evaluation one month after the course.

Autre information

  • Patrick BEAUDUIN is a consultant in communication strategy as well as a lecturer / trainer. On behalf of HEC Montréal, he works with Cirque du Soleil on the implementation of a new integrated approach to communication. This model will lead eventually to a publication in the Harvard Business Review. Since October 2014, Patrick is in charge of the digital strategy of Kedge.
  • Furthermore, Patrick is writing two books, one on the development of business leadership and the other on a reflection o
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