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KCOE 2035 - Communication strategy : case studies

Type d'enseignement : Seminar

Semester : Autumn and Spring 2018-2019

Number of hours : 24

Language of tuition : English


At least, level 4 in English.

Course Description

The course's goal is to enable students to experiment directly the key steps of designing and developing a communications strategy. With real communications problems and close-to-professional situations, the students test what they have learned in theoretical courses of the previous semester. For this reason, no reading specific to the course is required. Supported by a generic, agency-neutral methodology, the students work on defining goals and target audiences; designing and establishing a market positioning; developing and implementing a strategy in the face of competition and adversity. The students work on three successive communications problems, each over three or four weeks, in teams of three to five members. The problems have a growing level of complexity. In addition, each student is requested to give a presentation, at the start of one of the sessions, prepared in advance and devoted to a topic directly related to the course's objective.


  • GAULTIER, Anne-Marie (Presidente de B.Live.Us)
  • WISE, Luc (Directeur General, HEREZIE)

Pedagogical format

24 hours, in 12 sessions of 2 hours each. For the first two problems, the students work simultaneously in groups on the same subject. For the third problem, each group of students represents one of the players in the same competitive communication field.

Course validation

Students' final marks, based on a 20-point scale, will be calculated by adding up the marks received for each of the three successive problems (out of a possible three points for the first problem, five points for the second and six points for the third), the individual presentation (out of three points) and class participation (out of three points).

Required reading

  • Sun Tzu, L'Art de la guerre (The Art of War) (Flammarion, Champs collection)
  • Pierre Bourdieu, La Distinction. Critique sociale du jugement (Editions de Minuit, Le sens commun collection, 1979)
  • Fernand Braudel, L'Identité de la France (Flammarion, Champs collection)
  • Paul Lazarsfeld & Elihu Katz, Personal Influence (reissued in 2005, Transaction Publishers)
  • Niccolo Machiavelli, Le Prince (LGF - Livre de Poche - Classiques Philosophie)