Bridging the gap to LIVErtising

July 3, 2015

For majors in advertising the course in English in Master 1 at IHECS is called “Issues in Marketing Communication” and is scheduled in the second term. It is branded LIVErtising. In order to bridge the gap in your English curriculum between September 2015 and February 2016 I’ll ask you to team up in pairs to select and read one English book.


Reading for Marketing Communication

The book should bear a clear connection with your major, i.e. marketing communication. One case in point is a book in line with your media work or dissertation article in Master 2. I have already given you the address of Waterstones and Sterling Books in Brussels, where you can find a choice of such books, but the database and search engine on and can also help you make your choice (no need to buy on line, just search!), while entitles you to free shipping. Google Books is also a good way to read extracts from books you have selected. Update September 24 – you remember Barry Schwartz demonstrating that choice may make people feel unhappy? Still, I’ll take the risk: choose a book, feel free to discover some book that really interests you, without anyone telling you what book you have to read. There are hundreds of them waiting for you, browse through the Amazon stock, go to Waterstones, to Sterling books, visit marketing communication blogs, visit the school library, even visit this site to discover many possibilities. But please, let loose of the books you already read in part last year! 

Reading with a purpose

This activity will have a double goal:

  1. personal progress in professional English;
  2. gather, assimilate and exchange information about subjects that interest you and your fellow students.

Knowing that this book must enable you to share interesting insights should help you in your choice. Avoid books of the “teach yourself” type; avoid books that just provide a “how to do it” list, e.g. how to handle your email campaign how to improve your web communication in 10 steps. Select a book that provides you with a real understanding of an interesting aspect of your later job, broadly speaking, and which you will feel like sharing with your fellow students in a convincing way. This does not exclude controversial subjects (ethics, societal impacts, …), on the contrary.

Social reading

 We are going to work in the following way (make notes in your diaries):

  1. Your medium should enable anyone to identify the two team members
  2. It should also present very clearly what book you are “presenting”
  3. In terms of contents you can be selective and focus on some insights only instead of summarising the whole book – this enables you to be creative in the way you share these insights.
  4. If you want to remain more traditional, you can then present (1) the author(s) (2) the purpose of the book: what does the author intend to do, why has he/she written it? (3) the main ideas (4) the strong points of the book: what are the qualities it presents, which make it worth reading? (5) its relevance for your professional future (6) more personal considerations, recommendations, regrets – this is not a list of elements you must present, just a number of elements you can include!
  • Your submissions will be shared on this LIVErtising blog in the second term. You will also be invited to add them to your own portfolios or CVs.

Your posting method

In order to select the most appropriate medium on Thinglink, you should start with a script of the contents. On this basis you then select your medium/format. Then, you start organizing your content using the possibilities of the medium.

ALL this will of course be in your own words, not a copy of the advertising blurb on the back cover, or a compilation of extracts. Copy/Paste is of course banned. Use concepts from the book, but in sentences of your own! The length of your media product may vary a lot, depending on the medium you are using: I cannot give clear limits, but as an indication : if you delivered this in a traditional presentation in front of a class, it would be a 5 to 10 minute talk; if it were a written summary, it would be about 1000 words long.
The submission mode: by November 29, send me a mail with your two names, the bibliographical information and a link to your medium.

I do hope you will find that the present activity makes a lot of sense to you. The condition is that you have made a sensible choice with the book: not only an interesting title, but also useful and convincing contents that you want to share, discuss and comment. The present work schedule may seem a little heavy; I believe on the contrary that it will enable us all to enjoy the flexibility of online team-work, where we are all participants in a common enterprise, and where you are the source of interesting information for your fellow students. Learning 2.0, sort of!

Questions? Suggestions? Comments? They are all welcome as a comment on this blog post: go ahead, you’re certain to get an answer!

Take care!


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6 Comments. Leave new

Mathilde Van Brussel
November 19, 2015 19:08

Good evening Sir,

We were wondering if we should provide a real content to, let’s say, a Prezi video? To us it looks more like a “simple” powerpoint with key words. We really like the idea and structure that Prezi offers us, especially for our topic but we fear we won’t be enough to say a lot only through key words or concepts. Should we then provide a text of our “supposed presentation” as a complement?

Already thank you for your response,



Hello Mathilde,
I am sorry I has taken me some time to answer your question, what with the necessary re-organisation of bachelor 3 exams this week due to the lock down. I am not sure I understand your question. Prezi is very flexible and enables you to integrate rich multimedia content very easily, in a dynamic way: pictures, videos, sound bites, graphs, … much more than just keywords. So, yes, go ahead and use it in this way.
Does that answer your question?
Jean-Pierre Ranschaert

De Veyt Amandine
September 17, 2014 16:50

Good day Mr. Ranschaert,

I am sending you this email regarding the book we have to read and the presentation we have to make. You are asking us to choose a book related to our interests or « future job » (Select a book that provides you with a real understanding of an interesting aspect of your later job, broadly speaking, and which you will feel like sharingwith your fellow students in a convincing way. )

I have several questions related to this task.
First, are we obliged to do this in pairs?
This first question leads me to my second question, working in pairs means sharing same interests, which is not always the case. I personally would like to read a book related to the job of an « account manager » but maybe the other student won’t like to read the same book.
Finally, we have to read a book but do you want us to have a amount of chapters, pages?

Kind regards,

Amandine De Veyt.


Hello Amandine,
1. Yes indeed, given the cataclismic number of Master 1 advertising majors I’ll only survive if you work in pairs.
2. You’re all majoring in marketing communication – I’m sure you can find somebody sharing the same broad professional interests to find a common book.
3. Focus on the subject of interest, avoid the how-to books, and you’ll end up finding something interesting. That is the requirement. Logically, this book will be the right length – if too long or too short, it won’t be interesting and/or worth sharing about!
All right?

Audrey Dahmen
September 16, 2014 09:20

Dear Mr Ranschaert,

I was wondering if the team we pair up in, should be with people from our class or if it could be anyone from the MA1 Marketing Communication section?

Best regards,
Audrey Dahmen


Hello Audrey,
No need to worry about groups, subgroups, whatever: any two students can pair up!


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