I.2.2. Scientific interest
We want through this study to show the importance of
communication strategies for a language center. Our work will therefore make it
possible to make a modest contribution to academic debates.
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I.2.3. Interest in INP-HB
Our work, if taken into account, will attract more students to
develop their linguistic competence. In addition, this would further facilitate
the efforts of the INP-HB to carve out a place for itself in the Engineer Title
Commission.
I.2.4. Economic interest
The Polytechnic Language Center operates for the most part
thanks to the income it generates from its activities. The fact of attracting
more people will lead to more activities and therefore creation of more
wealth.
I.3. Literature review
The literature review consists of an inventory of relevant
writings related to the theme of our work. It will be subdivided into two parts
: theoretical books and empirical works.
I.3.1. Theoretical books
Theoretical books are works considered scientific and which
serve as a reference for students and trainers regarding communication
theories. Indeed, the communication strategy has been the subject of concern
and reflection among many specialists.
Among others, we can cite the book Communicator, 7th
edition by Adary, Libaert, mas and Westphalen. These authors believe that "the
communication plan sets the course, the main objectives and the corresponding
means".
In the same vein, Philipe Kotler and Bernard Dubois in
Marketing Management, for their part, will distinguish eight stages :
the identification of the target, the determination of the objectives, the
conception of the message, the choice of media, the evaluation of the budget,
the choice of the communication mix, the measurement of results and finally the
coordination of all communication actions.
In addition, the authors of Publicitor, namely
Lendrevie and Arnaud de Baynast, put forward the idea according to which a good
communication strategy is prepared upstream so as to reach the target in an
efficient manner. In addition, we should only go to the creative if we have
already chosen our marketing story to tell.
Moreover, Jean-Jacques Lambin distinguishes between personal
communication carried out by the sales force, public relations and impersonal
communication carried out by means of the mass media. In his work entitled
Strategic and Operational Management, he thus proposes six steps in
the development of an impersonal or advertising communication plan, namely :
the
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objectives of advertising communication, the creation of a
message, the determination of the budget, the development of 'a media plan, the
web as a new advertising space and the measurement of efficiency.
Likewise, Benoit Tremblay Management Advisor, Entrepreneurship
and Business Management Department at the Quebec School of Industry and
Commerce, author of the famous helpManager for the Development of a
Strategy for communication, highlights seven stages in the process of
developing a communication strategy which are : Analysis of the situation,
strategic orientation, choice of means, creative orientations, technical
realization and production, budget, schedule and evaluation of results.
Finally, some authors have highlighted through their books the
service aspect in the communication strategy, it is Marketing of services
7th edition written by Christopher Lovelock, Jochen Wirtz, Denis Lapert,
Annie Munos.
I.3.2. Empirical works
Empirical works are made up of theses and dissertations that
are related to the subject. It should be noted that most of our teachers and
our elders were interested in this field. This works are the result of their
experiences and their experiences as specialists in the field. We can cite,
among others, the works of :
AYA ZEINAB NOURA (2018), to obtain a DUT in Commerce and
Business Administration option Management-Commerce, conducted a study on the
subject "Development of a communication strategy for the launch of a
new product: case of the mobile waste treatment unit (the geotube unit) of
Envipur sa ». The objective of this study was to set up an
adapted and effective communication strategy for the launch of the
geotube.5. To achieve this, she used a plan that had three (03)
phases. The first phase concerns the presentation of the geotube. Then, the
second phase deals with the analysis of the macroenvironment of the company.
Finally, the third phase addressed the implementation of the chosen strategy.
The tools used to carry out this study concern the collection of data which are
: observation, interviews, survey, computer software and analysis tools (SWOT
and Porter's 5 forces). At the end of this process, she proposed a
communication plan with the aim of making the geotube known and influencing the
customer's purchasing behavior. She was able to retain as means of
communication the display, the Internet through Facebook, Google, the company's
website,
5 Synthetic textile tube used for sediment or to
control coastal erosion.
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In the same logic, DIALLO Mamadou Aliou (2018) for obtaining a
DUT in Commerce and Business Administration worked on "What
communication strategy for improving the awareness and image of Insurance
Companies : case of the BELIFE Insurance sa agency in yamoussoukro
». The main objective of this research is to get customers to
insure themselves. To achieve this, he focused the study on solving the
following problems : Why is insurance frowned upon by customers ? What do they
think of insurance ? Do they find insurance important ? Do they know that
Belife exists ? To do this, his work consisted first of all in presenting
BELIFE Insurance SA, then the theoretical framework and the methodology and
finally, he made recommendations.
In addition, N'DRI AYA EDWIGE ROSELINE (2009) also worked on
«What external communication strategy for a social provision
company ? : case of CNPS ». The study aims to analyze the CNPS's
external communication strategy. The survey carried out in the form of a
questionnaire made it possible to know the communication habits and to identify
the needs and expectations of the structure in terms of communication. Thus
done, she proposed, in a second step, the establishment of new procedures and
methods of communication and made some recommendations going in the direction
of the establishment of modern means of communication, ICT to boost the policy
of Information and communication wanted by this structure.
Finally, Yao Josué (2019) also worked on the following
theme : « Communication strategy for improving the brand image of
a service enterprise : case of the CNPS " to obtain an ESCA
engineering degree. The objective was to find out the criticisms suffered by
the CNPS. He thus carried out a study by means of a questionnaire. This survey
enabled him first of all to verify his hypotheses and to make recommendations
to improve the image of the company. The communication tools used were analyzed
so as to measure the results of each of the actions to be carried out.
All of this research enabled us first to set our research
objectives. Then, they allowed us to understand the stages of a communication
strategy and to make recommendations for the promotion of the Polytechnic
Language Center. Finally, this study differs from those mentioned above because
none had the objective of promoting a language center.
I.4.
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Objectives of the study
We left on the basis of several objectives. We have
formulated them from our main concern so that we can measure our concrete
contribution within the structure. We have therefore stated a main objective
which has been broken down into several specific objectives.
I.4.1. Main objective
Our main objective is to set up a communication plan in order
to promote the Polytechnic Language Center.
I.4.2. Specific objectives
The specific objectives or information needs relating to our
study are :
carry out an internal and external analysis of the means of
communication used by the Polytechnic Language Center in order to determine
their strengths and weaknesses as well as their opportunities and threats;
set up a communication plan to create notoriety around the
Polytechnic Language Center and its services.
I.5. Assumptions of the study
I.5.1. General hypothesis
We put forward as a basic assumption that communication is a
fundamental tool to establish the notoriety and the image of any company.
I.5.2. Specific hypotheses
Our specific assumptions are as follows:
the Polytechnic Language Center has never officially used the
means of communication to make itself known ;
the services of the structure are not known to the public.
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CHAPTER II : CONCEPTUAL APPROACH
II.1. Strategy
The word strategy comes from the association of two Greek
words stratos "army" and ageîn "to lead". It then designated the command
skills of military troops.Strategy was seen exclusively as a military term with
reference to the term stragos which denoted the strategist (commander).
The word strategy later emerged in the context of business
through Alfred Chandler (1962), defines it as : " Strategy consists of
determining the fundamental long-term objectives and goals of an organization,
then choosing the modes of action and allocation of resources that will enable
it to achieve these goals, these objectives ». For Chandler, a strategy
consists, first of all, in giving a clear and precise direction to his actions
in order to allocate the necessary resources for their accomplishment.
However, authors such as Kaplan and Norton (1996) emphasize
the importance of the chain of operations when implementing the strategy in the
field. According to them, the definition of the strategy should not be limited
to the simple formulation of actions on «paper». It must contain a
detailed plan of its application.
In addition, Renée Mauborgne and Chan Kim (2004),
propose the formulation of strategy in such a way as to «put offside»
the competition. For these authors, competition being a red ocean due to the
competitive battle, companies must formulate strategies that will allow them to
avoid rivalries. They will be the only ones in their markets because they will
have developed an advantage that is difficult to copy.
However, companies must formulate strategies that will allow
them to benefit from some market power. In fact, it is about setting up an
economic model called ODA :
- original : it is closely aligned with the
identified strengths of the company and the expectations of customers.
- durable : it offers a value creation model
that is difficult to imitate or replace in the short and medium term.
- acceptable : it is realistic and the expected cost-benefit
ratio leans very clearly in favor of the benefits
From all these definitions, we can retain that the strategy
consists in formulating a set of objectives and in fixing the means necessary
to achieve them.
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II.2. Communication
Communication comes from the Latin word communicare which
means to put in common, to share. A word which is derived from communis which
means common. According to the French (online) Larousse dictionary,
communication designates the act of communicating, of transmitting
something.
According to Simon PIERRE (1975) Interpersonal relations
: «Communication is any behavior which has the objective of eliciting
a specific response or behavior from a specific person or group. ".
According to Claude ROY (1995), in Communication :
«Communication is a verbal or nonverbal process through which we share
information with someone or with a group so that they understand what they are
saying. Speaking, listening, understanding, reacting ... constitute the
different moments of this process. Communication allows partners to get to know
each other, to establish a relationship between them. This can lead to changes
in attitude and behavior. "
From all the definitions that have been given to the concept
of "communication", we see that each of them is worded somewhat differently
from the other. Each definition therefore depends on the person, their field
and the context in which the concept is used.
Therefore According to WATZLAWICK, the verb «to
communicate» and the word «communication» which derives from it
are both polysemous. This means that it has a plurality of meanings; so that
all researchers complement each other on the definition of "communication".
However, used in different fields and each researcher defines it according to
what he addresses.
Reason why, J. Gayet (1995), Sadoudi, approaches
communication in the specific context of companies in these terms :
«within the company, communication can be considered as a set of
particular techniques (advertising, direct marketing, sales promotion, press
relations, internal communication, etc.), using a certain number of media or
very specific supports (posters, press, mailing, displays, press kit, etc.) and
falling exclusively under the competence of a specialized service »
From all of the above, we can say that communication goes
beyond mere information. Communicating consists of transmitting information in
order to modify the behavior of the receivers.
II.3. 11
Promotion
According to the French Larousse dictionary (online),
promotion comes from the Latin "promovere" which means to advance. In
literature, it is a question of raising a group of people to a function, to a
job, to a higher dignity. In other words, an appointment or accession of
someone to a higher rank, to a more important function in terms of hierarchy or
in terms of responsibilities. However, in the field of marketing communication,
it is a set of actions and techniques that aim to increase the turnover of a
company. In other words, promotion consists in stimulating the affective
behavior of the targets.
II.4. Marketing communication strategy
The communication strategy is defined according to KOTLER and
DUBOIS (2003) : «in the commercial field, it means a set of interdependent
decisions relating to well-defined objectives, targets to be reached, messages
to be transmitted and means of dissemination. Since in the business field no
position is definitively acquired, the communication strategy is all the
material, human, financial and organizational means allowing to counter the
competition in order to organize the future of the company ». Based on
this definition, we can define a communication strategy as the art of leading
and coordinating the actions necessary to achieve the reputation objectives of
a company with a view to increasing its volume of activity, a source of
competitive advantage.
II.4.1. Media communication
According to Kotler et al. 2009, media communication can be
defined as any paid form of non-individualized presentation of ideas for goods
and services in the media.
As for Jean-Jacques Lambin (2016), it would quite simply be
mass communication. In any case, Media communication brings together all the
advertising communication actions undertaken on the six major media which are :
television, the press, billboards, Internet, radio and cinema.
II.4.2. Non-media communication
Non-media communication refers to all communication actions
that do not go through "traditional" media. Non-media therefore includes direct
marketing actions, but also all alternative advertising communication actions
(street marketing, sales promotion, events, etc.).
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II.5. Stages of a communication strategy (kotler et al. 2009)
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