Elaboration of a communication strategy for promoting the polytechnique language centre INPHB

DEDICATION

To my entire family for their unfailing support and help. Thank you for your affection.

ACKNOWLEDGEMENTS

At the beginning of this document, we would like to thank all the people who, in one way or another, helped and assisted us in the preparation of this dissertation. Thus, we would like to think :

- Ms. Natalia STEPANOVA, responsible for the Polytechnic Language Center, who gave us the opportunity to do our internship within the structure and also our internship supervisor ;

- Dr. Richard BAYALA, Deputy Head of the Polytechnic Language Center for his advice, and availability ;

- the management and staff in general of the National Polytechnic Institute Felix Houphouët-Boigny (INP-HB), and in particular of the Higher School of Commerce and Business Administration (ESCAE), for supervision and the quality of training received;

- the entire INP-HB faculty who, through their knowledge, each year trains future executives in Côte d'Ivoire, Africa and even around the world ;

- Dr. DIARRASSOUBA Souleymane, Director of the Languages and Humanities Department as well as all the teachers of this department and elsewhere, for the various courses and lessons provided ;

- Dr. SORO Nangahouolo Oumar, our teacher-supervisor for his help, advice and unconditional and invaluable assistance in writing this dissetation.

We would like to thank all those not mentioned who contributed to the writing of our dissertation

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CONTENTS

DEDICATION I

ACKNOWLEDGEMENTS II

CONTENTS III

LIST OF ACRONYMS AND ABBREVIATIONS IV

LIST OF FIGURES V

LIST OF GRAPHS VI

LIST OF TABLES VII

GLOSSARY VIII

FOREWORD IX

ABSTRACT XI

GENERAL INTRODUCTION 1

PART ONE : THEORETICAL FRAMEWORK OF THE STUDY 3

CHAPTER I : THEORETICAL APPROACH 4

CHAPTER II : CONCEPTUAL APPROACH 9

PART TWO : PRATICAL FRAMEWORK OF THE STUDY 16

CHAPTER III : STUDY METHODOLOGY 17

CHAPTER IV : PRESENTATION OF RESULTS AND PROPOSALS 23

GENERAL CONCLUSION 56

BIBLIOGRAPHIC REFERENCE XII

WEBOGRAPHIC REFERENCE XIV

APPENDIX XVI

TABLE OF CONTENTS XXVII

IV

LIST OF ACRONYMS AND ABBREVIATIONS

CAE	Commerce and Business Administration
ECOWAS	Economic Community of West African States
CLP	Polytechnic Language Center
CPGE	Preparatory classes for Higher schools
CTI	Engineer Title Commission
EDP	Polytechnic Doctoral School
EFCPC	School of Continuing Education and Professional Development
ESCAE	Higher School of Commerce and Business Administration
ENSA	National School of Agronomy
ENSTP	National School of Public Works
EPA	National Public Administrative Establishment
ESA	Higher School of Agronomy
ESI	Higher School of Industry
ESMG	Higher School of Mines and Geologies
ESTP	Higher School of Public Works
FCFA	Franc of the Financial Community of Africa
IAB	Agricultural Institute of Bouaké
INP-HB	National Polytechnic Institute Félix Houphouët-Boigny
INSET	National Higher Institute of Technical Education
NCI	New channel of Côte d'Ivoire
PESTEL	Political Economic Sociological Technological Ecological Legal
RFI	Radio France International
RTI	Ivorian Radio Television
SWOT	Strengths, Weaknesses, Opportunities and Threats,
TSP	Advertising Tax

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LIST OF FIGURES

Figure 1: The factors of the macro-environment 21

Figure 2: The axes of the SWOT matrix 22

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LIST OF GRAPHS

Graph 1: Distribution of the target according to gender 23

Graph 2: Distribution of respondents by age group 23

Graph 3: Breakdown of the target by socio-professional category 24

Graph 4: Breakdown by geographic area 24

Graph 5: Awareness of the Polytechnic Language Center 25

Graph 6: Communication channels used by the Polytechnic Language Center 25

Graph 7: Geographical location of the Polytechnic Language Center 26

Graph 8: Awareness of the services provided by the Polytechnic Language Center 26

Graph 9: Attendance at the Polytechnic Language Center 27

Graph 10: Breakdown of the target according to the television audience 27

Graph 11: Frequency with television 28

Graph 12: Breakdown of the target according to television viewing hours 28

Graph 13: Breakdown by television channels watched 29

Graph 14: programs watched on television 29

Graph 15: Familiarity with the internet 30

Graph 16: Frequency of Internet use 30

Graph 17: Days of Internet connection 31

Graph 18: Internet connection hours 31

Graph 19: familiarity with social networks 32

Graph 20: familiarity with the different social networks 32

Graph 21: Most used social networks 33

Graph 22: Breakdown of the target according to the most visited sites 33

Graph 23: Familiarity with the radio 34

Graph 24: Radio listening frequency 34

Graph 25: Distribution according to the hours of listening to the radio 35

Graph 26: Breakdown by radio channels listened to 35

Graph 27: Familiarity with the press 36

Graph 28: Breakdown of the target according to the most read newspapers 36

Graph 29: Breakdown of the target according to the most read magazines 37

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LIST OF TABLES

Table 1: Verification of hypothesis 40

Table 2: PESTEL matrix 42

Table 3: SWOT synthesis 43

Table 4: Choice and justification of media 46

Table 5: Choice and justification of non-media 48

Table 6: Media communication budget 49

Table 7: Non-media communication budget 50

Table 8: Communication budget all taxes included 51

Table 9: Campaign design plan 52

Table 10: Design of non-media campaigns 53

Table 11: 2021 action plan 54

Table 12: Performance indicators 55

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GLOSSARY

Audience : The audience is made up of all the people affected by a media or communication medium.

B2 level : Advanced or independent level.

C1 level : English level C1 is the fifth level of English. In everyday language, this level could be called "advanced".

Communication : Marketing communication refers to all the techniques and media making it possible to send a direct or indirect message to consumers.

Communication budget : The communication budget refers to all the financial resources allocated to the company's communication.

Communication channel : a channel is an information transmission medium connecting the source to the recipient and allowing the routing of the message.

Communication support : A communication medium is a vector of communication.

Communication strategy : the art of leading and coordinating the actions necessary to achieve the reputation objectives of a company in order to increase its volume of activity, a source of competitive advantage.

Communication target : People or companies that we target during a communication campaign. They are the target audience and therefore the prospects.

Engineer's Titles Commission : The CTI is an independent organization, charged by French law since 1934 with evaluating all engineering training, promoting the title and profession of engineer in France and abroad.

Media : A medium is a set of communication support of the same nature.

Multimedia : Qualifies the integration of several means of representing information, such as texts, sounds, still or moving images.

Media Communication : Media communication brings together all the advertising communication actions undertaken on the 6 major advertising media.

Non-media communication : Non-media communication refers to all the communication actions that do not go through "traditional" media.

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FOREWORD

It is in order to revitalize the Ivorian education system that decree 96-678 of November 4, 1996 gives birth to the National Polytechnic Institute Félix Houphouët-Boigny (INP-HB) of Yamoussoukro.

This National Public Administrative Establishment (EPA) was born from the merger and restructuring of the four (04) former Higher schools of Yamoussoukro, namely :

· the National School of Agronomy (ENSA) ;

· the National School of Public Works (ENSTP) ;

· the Agricultural Institute of Bouaké (IAB) ;

· the National Higher Institute of Technical Education (INSET).

Located in Yamoussoukro, the National Polytechnic Institute Félix Houphouët-Boigny (INP-HB) has eight (08) higher schools, specializing in different fields of economic activity, divided into three (03) sites according to the configuration below.

The INP-HB South site includes :

· the Higher School of Public Works (ESTP);

· Preparatory Classes for Higher Schools (CPGE);

· the Higher School of Mines and Geologies (ESMG). The INP-HB center site brings together :

· the Higher School of Commerce and Business Administration (ESCAE);

· the Higher School of Industry (ESI). The INP-HB north site hosts :

· the Polytechnic Doctoral School (EDP);

· the School of Continuing Education and Development of Executives (EFCPC);

· the Higher School of Agronomy (ESA).

Note also that the Institute has a branch in Abidjan, located in Cocody Danga not far from the red city.

The structure that welcomed us for our higher studies is the Higher School of Commerce and Business Administration (ESCAE).

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ESCAE brings together several courses divided into two (02) training cycles :

· a "long" cycle which receives students after their admission to the entrance examination for the engineering cycle, which makes a training period of five (05) years including the two years of preparatory classes;

· a "short" cycle which trains senior technicians for three (03) years.

Among the short cycle streams, is the Commerce and Business Administration (CAE) stream which includes three (03) options, in particular :

· Insurance ;

· Logistics and Transport Economics ;

· Management-Commerce.

The Management-Commerce option to which we belong, trains specialists in various fields including marketing, communication, sales and business management.

In order to putting into practice our theoretical knowledge and preparing our integration into the professional world, the end of our training is sanctioned by the writing of a dissertation following an internship in a company.

It is in this context that we did an internship at the Polytechnic Language Center, where we reflected on the following topic :

"Development of a communication strategy for the promotion of the Polytechnic Language Center"

ABSTRACT

The aim of any industrial or commercial organisation is to make a profit. For a structure such as the Polytechnic Language Center, this is conditioned by an offer of high-performance values capable of resisting the constraints of the sector in terms of competitive pressures, customer requirements, costs and deadlines. On our arrival, the managers of the structure noticed a lack of efficiency with regard to the objectives to be achieved. This lack of efficiency is manifested by considerable failures in communication and thus the notoriety of the structure. It is in this context that our final year project entitled "Development of a communication strategy for the promotion of the Polytechnic Language Center " aims to implement a set of coordinated actions, human and financial resources in order to create the reputation of the Polytechnic Language Center. From that moment on, a fundamental question arose : what communication strategy should we put in place to increase the reputation of the Polytechnic Language Center ? The desire to find an answer to this major concern led us to formulate hypotheses and research objectives. Thus, in the quest to verify the hypotheses and in order to achieve the research objectives, we conducted a survey by means of a questionnaire. This survey enabled us, initially, to confirm all the hypotheses put forward. Secondly, it provided us with valuable information on the media used by our target audience and how we could convey our messages to them. Thus, through the information gathered, we proposed a communication strategy to promote the Polytechnic Language Center. To this end, a timetable for the implementation of communication actions was proposed, followed by a communication budget and performance measurement indicators.

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Keywords : Strategy, Communication, Promotion, Awareness.

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GENERAL INTRODUCTION

As part of the ambitious infrastructure rehabilitation, institutional renovation and educational modernization projects of the National Polytechnic Institute Félix Houphouët-Boigny approved by the State of Côte d'Ivoire, the General Directorate of INP-HB has deemed necessary to improve governance, management and revitalize training and research activities in order to improve the employability of its graduates. Following surveys carried out with partner companies, it appeared that one of the main obstacles to improving the employability of engineers and senior technicians at INP-HB is the language barrier¹. In addition, as part of the academic reforms that the INP-HB wishes to address to the standards of the Engineer Title Commission², one of the major requirements is mastery of the English language of at least a B2 level³ and C1⁴ for all graduates.

To better meet these requirements, General Directorate has acquired ultramodern multimedia language laboratories and has signed ambitious agreements with partner establishments to boost language learning within the Institute. In addition, it initiated procedures with accreditation structures for the opening of examination centers in order to organize the preparation and certification in languages of its own graduates. All of these steps resulted in the creation of the Polytechnic Language Center on July 27, 2018 in Yamoussoukro. All the conditions seemed to be in place for the success of this great project. However, since its creation, the Polytechnic Language Center is sorely lacking in visibility. The lack of a communication campaign and a strong dissemination of the benefits of language learning is glaring. The attendance rate of the Polytechnic Language Center is increasingly low.

Based on this observation, the structure decided to undertake communication actions to make itself known to the general public in order to increase its notoriety.

This is how during our internship and according to the needs of the structure that we were led to reflect on the following theme : "Development of a communication strategy for the promotion of the Polytechnic Language Center".

¹ Obstacle which one comes up against in front of an uncontrolled foreign language.

² French body responsible for evaluating and promoting the engineering degree in France and abroad.

³ Advanced or independent level.

⁴ English level C1 is the fifth level of English.

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Therefore, the following problems arise :

- why is the Polytechnic Language Center not known?

- how was the communication of the Polytechnic Language Center organized?

- what communication strategy should we put in place to promote the Polytechnic Language Center?

In other words :

- what actions should we realize to promote the Polytechnic Language Center?

- what are the financial and human resources to mobilize to achieve this objective?

The general objective of this study is to promote the Polytechnic Language Center and its services.

To achieve this, our work will be structured in two main parts. The first part, entitled the theoretical framework, will consist of two chapters.

The first chapter will deal with the justification of the choice of the subject followed by the interests that we will have to treat it. We will also evoke a literature review to make sure that this subject is not a first in the academic world after which we will set our objectives and assumptions.

The second chapter will come to shed light on the theory of communication. We will define a communication strategy by highlighting its stages. This chapter will allow us to calmly approach our subject in its practical phase.

The second part of this study entitled the practical framework will also consist of two chapters. The first chapter will deal with the methodology used to carry out this study by providing it with a scientific and methodical aspect.

The second chapter will present the results of our study as well as our proposal for a communication strategy for the promotion of the Polytechnic Language Center.

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PART ONE s

THEORETICAL FRAMEWORK OF THE STUDY

In this part, we will see two chapters successively. The first chapter will deal with the rationale for the choice of subject followed by the interests of the study. We will also discuss a literature review following which we will set our objectives and hypothesis. The second chapter will deal with the theory of communication. We will define a communication strategy by highlighting its stages.

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CHAPTER I : THEORETICAL APPROACH

I.1. Justification for the choice of theme

In order to continuously improve the level of employability of engineers and senior technicians of the INP-HB, with regard to the language barrier and within the framework of the academic reforms that the INP-HB wishes to address to the standards of the Engineer Title Commission (CTI), the Polytechnic Language Center in support of the Languages and Humanities department was created on July 27, 2018 in Yamoussoukro. However, since its creation, the Polytechnic Language Center has not managed to achieve its objectives at all. Worse, students are mostly unaware of its existence, which negatively impacts the attendance rate of the center.

It is therefore this lack of enthusiasm that prompted our research theme : "Development of a communication strategy for the promotion of the Polytechnic Language Center".

Therefore, the following problems arise :

- why is the Polytechnic Language Center not known?

- how was the communication of the Polytechnic Language Center organized?

- what communication strategy should we put in place to promote the Polytechnic Language Center?

I.2. Interests of the study

According to our observations and documents consulted, the choice of our research topic was

also motivated by a set of reasons or interests.

I.2.1. Personal interest

Our training, for the Higher Technician Diploma in Business Management, invites us to highlight our knowledge in marketing and more specifically in communication, in order to gauge our analytical skills on issues of business strategy. Also, this subject reveals for us, a particular interest because of our presence within the structure as a trainee. We have seen the problems encountered by the structure in terms of communication. So, we have worked to resolve this problem.