Building a common platform for commercial communications education in Europe

Core building blocks A FRAMEWORK 1. Commercial communications/Marketing 2. Consumer behaviour 3. Business and its environment 4. Ethics & European law B COMMUNICATIONS CHANNELS & INSTRUMENTS 5. Research 6. Message delivery systems 7. Creativity C OPERATIONAL RESULTS 8. Commercial communications management 9. Personal competences 10. Campaign development

A : FRAMEWORK  Commercial communications/Marketing  Principles of marketing  History and evolution of commercial communications  Communications theory  Marketing disciplines  Integrated brand communications  Consumer behaviour  Individual psychology  Social psychology  Decision making process  Business and its environment  Business management  Contemporary society  Ethics & European law  Commercial communications law  Commercial communications ethics  Self-regulation  Social ethics  Corporate social responsibility/sustainability/accountability

B : COMMS CHANNELS & INSTRUMENTS  Research  Fundamentals  Quantitative & qualitative methods  Communications effectiveness  Media & audience analysis  Message delivery systems  Mass media (one-to-many communications)  TV, radio & print  Public relations  Sales promotion  Interactive (one-to-one communications)  New technologies  Direct marketing  Creativity  Idea generation  Creative writing  Message design  Information architecture  Communication & the Arts  Visual design  Photography  Production

C : OPERATIONAL RESULTS  Commercial communications management  Industry structure & organisation  Human resource management  Financial management  Personal competences  Relationship management  Client/agency  Employer/employee  Presentation skills  Negotiation skills  Public speaking  Campaign development  Strategy development  Campaign planning, execution & evaluation

Next steps  Consensus on core building blocks  Research curriculum model with agencies via EACA  European Association for ComCom Education  Agree fee structure for institutional & private members  EACA accreditation of programmes/vetting procedure  Sharing of case studies, text books, methods, teaching experiences  Traineeships/practical experience exchange programme  Database of PhD dissertations  Biennial COMCOM congress  European Journal of Commercial Communications  Online format  Appoint editor