Courses contents 16-17

IPAG – Academic Year 2016/2017
Title
Advertising and Promotions
Code
Period
BBA3
Semester
2
Year
N° of Hours
24
ECTS Credits
3
Language
English
Lecturer
Samuel CRANSTON
Learning objectives
To emphasise the different and changing roles played by advertising in promoting goods,
services, companies and non-profit making entities in a rapidly changing and increasingly
global environment
• To be familiar with the sources of information
• To appreciate the roles played by all the players in international advertising
(advertisers, agencies, media, consumers and their representative organisations
etc.)
• To gain awareness of the many global trends affecting advertising today and
tomorrow (political, economic, technological, socio-cultural, etc.)
• To appreciate the various internal and external factors that have to be taken
into consideration when researching, planning and implementing international
advertising campaigns
Course content
Part 1
Introduction of basic Marcoms concepts
The Promotional Mix
The role and limits of advertising as a marketing tool
The advertising process
Advertising effectiveness
Media developments
Integrated Marketing Communications
Part 2
The International Advertising Environment
Advertising investment worldwide
The media worldwide

IPAG – Academic Year 2016/2017
International trends in marketing communications
Advertisers and global agency networks Multicultural
hotshops
Culture and advertising
Creativity worldwide
Ethics and advertising regulation
Part 3
International advertising strategies
Choosing the right degree of localisation / globalisation
Pros and cons of local, glocal and global campaigns
Choosing the right positioning(s)
Consumer motivations, attitudes and perceptions
Being competitive, ethical, legal and effective
Choosing the right concepts and executions for international campaign
Local advertising styles
Translating or not translating (transcreation) The
creative process
The Prism Effect
Course delivery methods
Lectures with Power Point back-up
Class discussion and Group presentations
Readings
Advertising principles and practices – Wells International
Marketing – Phillip Cateora International Marketing –
Terpstra & Sarathy Another one bites the grass – Simon
Anholt Professional journals and Web sites ;
adage.com, strategies.fr, adweek.com, brandrepublic.com, WARC,
adforum.com etc….
Assessment
Written exam 50% and group presentations

1
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
Academic Year: 2015-2016 Semester: 2 Year: 2016 Centre: Paris
Business English
Code : 15PA - 3A2 ECTS : Hours : Hours :
Pre-requisites
None
Co-requisites
None
Lecturer
Robert Joo, [e-mail]
I. COURSE OBJECTIVES
• To study a variety of business topics in English: Customer service, market trends, finance,
negotiations, meetings, and resumes, amongst others.
• Discussions, role plays and topic summary will lead to a final test of language skills, a
professional Power Point presentation based on a chosen business topic.
• To learn and master key English words and key vocabulary necessary to be successful in
business and commerce.
• To be as adaptive as possible to the constantly changing world of using English in business.
• To understand the English used in business technology and application.
II. COURSE CONTENT
The course prepares students for a real world application of many different forms of
business communications, but is focusing on speaking, listening, writing, and presentation
skills by using exercises, articles, case studies, audios, videos, multimedia, group
simulations, samples of business letters, etc. Various business topics and case studies
will be covered from either the client or the customer perspective. We will work with role-
play and group assignments. The course will be as adaptive as the business environment
itself and students will be expected to be flexible and participative.
The class reviews general vocabulary, grammar, verbs, composition & style, punctuation,
pronunciation, as well as critical listening and reading skills, but will not be limited to
traditional learning methods. To be successful in business a direct and participative
attitude by all students will be required in order to succeed. Teamwork for this purpose will
be essential.

2
The course content will be adjusted constantly according to business actuality. The
following is an order and list of general topics to be outlined during the course:
Week 1 Introduction / advanced group testing
Week 2 Social Media Business Vocabulary
Week 3 Customer Service & Business
Week 4 Punctuation Review & Business Writing Style
Week 5 Financial English
Week 6 Mid Term
Week 7 The Business of Academics (vocabulary in academia)
Week 8 The Largo Wynch Chapter
Week 9 Business English Methodology
Week 10 Business Presentation Skills
Week 11 Review
Week 12 Presentations
III. LEARNING OUTCOMES
• To use English properly and efficiently as a primary language tool for business
communications skills in an interconnected world
• To develop English business skills, knowledge, and confidence necessary for
effective international business communication by participating in interactive learning
tasks
• To learn about various business topics by exercising speaking, listening, and
presentation skills in commercial and business English
IV. EVALUATION
• Attendance / Punctuality / Class Participation (contrôle continu) 25 %

3
• Final Exam & Presentation 50 %
• Mid Term Exam 25 %
V. ESSENTIAL READING
- The Wall Street Journal
- The Financial Times
- The Economist
- Reuters & Bloomberg (online)
VI. CLASS SCHEDULE
Date/Week Lecture/Subject Workshop/Seminar/Exam
WK1 Introduction Lecture & testing
WK2 Social Media Business English Seminar
WK3 Customer Service Business English Seminar
WK4 Business Writing & Style Workshop
WK5 Financial English Lecture
WK6 Mid-term Exam
WK7 English in Academia Seminar