II.5.7. Determination of the communication plan
A communication plan is a strategic reflection document, to
guide and optimize your communication investments according to the objectives
you want to achieve. A communication plan includes a detailed monthly and
annual action plan on the actions to be taken in communication to achieve your
goals and ambitions.
7 Variation in the communication budget caused by a
variation in turnover.
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II.5.8. Measure the results
Evaluating the effectiveness of a communication campaign is
essential for any business. This effectiveness can be assessed using
quantitative and qualitative indicators depending on the type of media chosen.
The evaluation will make it possible to adjust the strategy and the messages
during the next campaigns.
In this part, we presented the theoretical framework of
the study. We have placed our work in its proper context so that anyone using
our research can follow and understand the directions of this study.
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PART TWO s
PRACTICAL FRAMEWORK OF THE STUDY
This second part will also include two chapters. The first
chapter will deal with the methodology used to carry out the study by providing
it with a scientific and methodical aspect. The second chapter will present the
results of the survey as well as our proposal for a communication strategy for
the promotion of the Polytechnic Language Center.
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CHAPTER III : STUDY METHODOLOGY III.1. Data
collection methods
At this level, it is a question of finding data collection
techniques likely to make this study reliable. This is how we opted for three
data collection methods, in particular :
a participant observation; documentary research; survey.
III.1.1. Participant observation
There are two types of observations. A participant observation
which is made by oneself and a non-participant observation which involves an
intermediary. For our part, we resorted to participant observation. Indeed,
during our internship at the Polytechnic Language Center, we had to physically
observe the functioning of the activities of the structure. This led us to
observe the actions taking place there and at the same time to understand them.
This data collection technique has enabled us to take a critical look at all
the elements and practices that have a relationship with the functioning of the
Polytechnic Language Center and its communication policy.
III.1.2. Literature search
According to Jean-Jacques Lambin (2016), resorting to
documentary research constitutes the simplest approach. For him, before
reinventing hot water8, it should be ensured that the problem posed
has not already been analyzed and solved by others. In preparing this study, we
focused our research on a multitude of documents that we have grouped into
three main sources. First, we have identified a large number of courses that
have allowed us to better understand our subject. Regarding the reliability of
the documents, we deemed it necessary to list the lessons we received from our
trainers at INP-HB. Then, the use of briefs led us to the ESCAE library. The
papers dealing with relatively the same subject were summarized and were used
in the development of the literature review. Finally, we searched the internet.
Today the internet is the most comprehensive source of information. Every day,
a lot of informations circulate on the net9.
8 Any unnecessary action that brings no result
9 Dimunitive of the word internet
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