KNOWLEDGE – SKILL-HOW – MOBILIZED SKILLS :

1) Role and objectives of corporate communication

• Developing the company’s communications strategy
• Why make a Communication Plan?

2) Analyze the existing

• Diagnosis: study of the internal and external context
• Analysis: strengths and weaknesses
• The culture and personality of the company: their place in the communication policy and in the development of the plan

3) Define objectives

• Definition of internal and external communication objectives, according to the audience
• The different messages to decline

4) Identify and prioritize target audiences

• Study and segmentation of internal and external audiences
• Determination of priority audiences

5) The diversity of possible actions

• On what criteria should an action or operation be selected : internal newspaper, brochure, Intranet, convention, advertising, public relations, sponsorship…?

6) Put together the plan: key factors for success, pitfalls to avoid

• Management commitment
• A necessary consistency
• Budgeting your communication plan: cost assessment and budget preparation
• Necessary arbitrations
• Present and defend your budget

7) Present the communication plan

• From the initial observation to the proposed strategy
• Implementation stages
• The operational progress
• Developing and balancing the schedule

8) Control and monitor actions

• Evaluation criteria
• Implementation of evaluation tools
• Monitoring the budget and preparing the next plan (year n+1)

TEACHING MODALITIES :

PowerPoint Educational Support

Shared research and work

Individual and collective work

Application exercises

CERTIFICATIVE TESTS :

MCQ

Practical cases

Professional situation

SAVOIR – SAVOIR-FAIRE – SAVOIR-ÊTRE MOBILISES :

MODALITES PEDAGOGIQUES :

Support Pédagogique PowerPoint
Recherches et travaux partagés
Travaux individuels et collectifs
Exercices d’application

EPREUVES CERTIFICATIVES :

QCM

Cas pratiques

Mise en situation professionnelle