This case study covers the subject of digital and events communication through the example of the French company Michel et Augustin and is part of a “Michel et Augustin” series composed of a total of 4 cases.
This case, “Digital and events communication at Michel et Augustin – Smiles and tasty treats meet up in Lyons”, developed around an events operation, is composed of 3 parts:
Identify the communication objectives of this event
Identify the communication targets to aim for
Select the appropriate media to reach the identified targets by aiming for a maximum return on customer relations.
The case is aimed at students in full-time studies or participants in executive education in the context of a Marketing fundamentals course. No pre-requisites are required.
OBLE, F. (2016). Michel et Augustin 4: Digital and events communication at Michel et Augustin – Smiles and tasty treats meet up in Lyons. ESSEC Business School.