{"id":17170,"date":"2025-08-13T19:10:59","date_gmt":"2025-08-13T19:10:59","guid":{"rendered":"https:\/\/www.dhct.academy\/?post_type=lp_course&#038;p=17170"},"modified":"2026-02-11T20:35:34","modified_gmt":"2026-02-12T01:35:34","slug":"communication-et-marketing","status":"publish","type":"lp_course","link":"https:\/\/www.dhct.academy\/fr\/courses\/communication-et-marketing\/","title":{"rendered":"Communication et marketing"},"content":{"rendered":"<style><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><br \/>\n    .comm-marketing-container * {<br \/>\n        margin: 0;<br \/>\n        padding: 0;<br \/>\n        box-sizing: border-box;<br \/>\n    }<\/p>\n<p>    .comm-marketing-container {<br \/>\n        font-family: 'Segoe UI', Tahoma, Geneva, Verdana, sans-serif !important;<br \/>\n        background: linear-gradient(135deg, #f5f7fa 0%, #e8eef3 100%) !important;<br \/>\n       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{<br \/>\n            font-size: 32px !important;<br \/>\n        }<\/p>\n<p>        .comm-marketing-section h2 {<br \/>\n            font-size: 24px !important;<br \/>\n        }<\/p>\n<p>        .comm-marketing-section h3 {<br \/>\n            font-size: 20px !important;<br \/>\n        }<br \/>\n    }<br \/>\n<\/style>\n<div class=\"comm-marketing-container\">\n<div class=\"comm-marketing-wrapper\">\n<div class=\"comm-marketing-header\">\n<h1>\ud83d\udcd8 Plan du cours \u2014 Communication &amp; Marketing<\/h1>\n<p class=\"objective\">Objectif : Familiariser l&#8217;\u00e9tudiant avec les fondements de la communication et du marketing, et leurs applications pratiques dans les organisations modernes.<\/p>\n<\/div>\n<div class=\"comm-marketing-section\">\n<h2>I. R\u00e9sum\u00e9 du cours<\/h2>\n<p>Ce cours explore la nature de la communication, ses formes et obstacles, introduit les principes du marketing, du comportement du consommateur et du marketing mix. Il aborde \u00e9galement la communication institutionnelle, la segmentation du march\u00e9, l&#8217;environnement marketing, et se conclut sur les strat\u00e9gies int\u00e9gr\u00e9es de communication et marketing, y compris la publicit\u00e9 et la vente.<\/p>\n<\/div>\n<div class=\"comm-marketing-section\">\n<h2>II. Contenu du cours<\/h2>\n<div class=\"module-list\">\n<div class=\"module\">\n<h4>Module 1 \u2014 Fondements de la communication<\/h4>\n<ul>\n<li>G\u00e9n\u00e9ralit\u00e9s : d\u00e9finition, r\u00f4le, sch\u00e9ma de communication<\/li>\n<li>Formes : verbale et non verbale<\/li>\n<li>Types : interpersonnelle, de groupe, organisationnelle, institutionnelle<\/li>\n<li>Communication de masse : m\u00e9dias, canaux, fonctions sociales et politiques<\/li>\n<li>Obstacles \u00e0 la communication : bruits, filtres, incompr\u00e9hensions, barri\u00e8res culturelles<\/li>\n<li>Communication institutionnelle : interne, externe, corporate, de crise<\/li>\n<\/ul>\n<\/div>\n<div class=\"module\">\n<h4>Module 2 \u2014 Introduction au marketing<\/h4>\n<ul>\n<li>G\u00e9n\u00e9ralit\u00e9s : d\u00e9finition, \u00e9volution historique, r\u00f4le strat\u00e9gique<\/li>\n<li>5 optiques de marketing : production, produit, vente, marketing, marketing soci\u00e9tal<\/li>\n<li>Processus de d\u00e9cision du consommateur : besoin, recherche, choix, satisfaction<\/li>\n<li>Marketing mix (4P : Produit, Prix, Place, Promotion) et extensions (7P)<\/li>\n<li>Nouveaux mod\u00e8les : marketing digital, relationnel, exp\u00e9rientiel<\/li>\n<\/ul>\n<\/div>\n<div class=\"module\">\n<h4>Module 3 \u2014 Communication institutionnelle<\/h4>\n<ul>\n<li>D\u00e9finition et objectifs<\/li>\n<li>Fonctions : image, r\u00e9putation, coh\u00e9sion interne, identit\u00e9 de marque<\/li>\n<li>Strat\u00e9gies : communication interne\/externe, relations publiques, m\u00e9c\u00e9nat, RSE<\/li>\n<li>Relation de presse : communiqu\u00e9s, gestion des m\u00e9dias, veille m\u00e9diatique<\/li>\n<\/ul>\n<\/div>\n<div class=\"module\">\n<h4>Module 4 \u2014 \u00c9tudes et th\u00e9ories du march\u00e9<\/h4>\n<ul>\n<li>Segmentation et positionnement : crit\u00e8res, ciblage, choix strat\u00e9gique<\/li>\n<li>Th\u00e9ories du march\u00e9 : offre et demande, concurrence, valeur per\u00e7ue<\/li>\n<li>Th\u00e9ories BCG et matrice : analyse de portefeuille d&#8217;activit\u00e9s (\u00e9toiles, vaches \u00e0 lait, dilemmes)<\/li>\n<li>Analyse de la valeur client : fid\u00e9lisation, satisfaction, lifetime value<\/li>\n<\/ul>\n<\/div>\n<div class=\"module\">\n<h4>Module 5 \u2014 Environnement et marketing moderne<\/h4>\n<ul>\n<li>Environnement du marketing : facteurs politiques, \u00e9conomiques, sociaux, technologiques<\/li>\n<li>Micro et macro environnement : acteurs directs et tendances globales<\/li>\n<li>Marketing BtoB et BtoC : diff\u00e9rences, strat\u00e9gies et cycles d&#8217;achat<\/li>\n<li>Marketing num\u00e9rique : canaux digitaux, influence des r\u00e9seaux sociaux, e-commerce<\/li>\n<\/ul>\n<\/div>\n<div class=\"module\">\n<h4>Module 6 \u2014 Strat\u00e9gies appliqu\u00e9es<\/h4>\n<ul>\n<li>Strat\u00e9gies de communication et marketing int\u00e9gr\u00e9es (IMC)<\/li>\n<li>\u00c9laboration d&#8217;une campagne publicitaire : brief, message, m\u00e9dia, budget, \u00e9valuation<\/li>\n<li>Force de vente : structure, motivation, suivi<\/li>\n<li>Art de la vente : techniques de persuasion, \u00e9coute active, argumentation<\/li>\n<li>Pr\u00e9sentation et d\u00e9monstration : pitch commercial, storytelling, supports visuels<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"comm-marketing-section\">\n<div class=\"prereq-box\">\n<h2>\u2705 Pr\u00e9-requis<\/h2>\n<ul>\n<li>Notions de base en communication (orale et \u00e9crite)<\/li>\n<li>Connaissances g\u00e9n\u00e9rales en \u00e9conomie et gestion<\/li>\n<li>Int\u00e9r\u00eat pour les relations humaines, la psychologie du consommateur et les m\u00e9dias<\/li>\n<li>Capacit\u00e9 \u00e0 travailler en \u00e9quipe et \u00e0 s&#8217;exprimer clairement<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"comm-marketing-section\">\n<div class=\"warning-box\">\n<h2>\u26a0 Note de sensibilisation<\/h2>\n<p>La communication et le marketing sont des leviers d&#8217;influence, de compr\u00e9hension sociale et de d\u00e9veloppement durable. L&#8217;\u00e9tudiant doit adopter une attitude \u00e9thique et critique, consciente du pouvoir des messages et de l&#8217;impact des strat\u00e9gies commerciales sur la soci\u00e9t\u00e9. Ce cours encourage la responsabilit\u00e9, la cr\u00e9ativit\u00e9 et l&#8217;esprit d&#8217;analyse pour \u00e9voluer dans un monde satur\u00e9 d&#8217;informations et de concurrence.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>\ud83d\udcd8 Plan du cours \u2014 Communication &amp; Marketing Objectif : Familiariser l&#8217;\u00e9tudiant avec les fondements de la communication et du<\/p>","protected":false},"author":51,"featured_media":21222,"comment_status":"open","ping_status":"closed","template":"","course_category":[1012],"course_tag":[],"class_list":["post-17170","lp_course","type-lp_course","status-publish","has-post-thumbnail","hentry","course_category-langues-et-communication","course"],"_links":{"self":[{"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/lp_course\/17170","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/lp_course"}],"about":[{"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/types\/lp_course"}],"author":[{"embeddable":true,"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/comments?post=17170"}],"version-history":[{"count":8,"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/lp_course\/17170\/revisions"}],"predecessor-version":[{"id":22668,"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/lp_course\/17170\/revisions\/22668"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/media\/21222"}],"wp:attachment":[{"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/media?parent=17170"}],"wp:term":[{"taxonomy":"course_category","embeddable":true,"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/course_category?post=17170"},{"taxonomy":"course_tag","embeddable":true,"href":"https:\/\/www.dhct.academy\/fr\/wp-json\/wp\/v2\/course_tag?post=17170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}