Marketing Communications
| Code | MKT 450 |
| Semester | Spring |
| Type | On Campus Only |
|
Hours/ | 2 |
| ECTS Credits | 3 |
| Assessment | Written Exam (100%) |
| Language | English |
| Contact | Ann-Kathrin Polenz, M.Sc. |
| Lecturer | Prof. Dr. Florian Kraus |
| Timetable |
Session I Friday, 14 February 2025, 10:15am – 1.30pm Room: SN 163 Introduction: Overview of class, course requirements, goals, and format Brand and Benefit Positioning: T-C-B positioning model & I-D-U benefit analysis Session II Friday, 21 February 2025, 10:15am – 1.30pm Room: SN 163 Campaign Objectives: Campaign target audience selection and action objectives & Campaign communication objectives Exercise 1 Session III Friday, 28 February 2025, 10:15am – 1.30pm Room: SN 163 Creative Strategy: Creative idea generation and selection & Attention tactics Guest Lecture: Janina Kirsch – Global Head of Marketing Communications @ Dentsply Sirona Session IV Friday, 7 March 2025, 10:15am – 1.30pm Room: SN 163 Campaign Budgeting Media Strategy: Media-type selection & Reach pattern Session V Friday, 14 March 2025, 10:15am – noon Room: SN 163 Exercise 2 + Exam Q&A Friday, 21 March 2025 -> Reserve date |
| Kick-off Date | Friday, 14 February 2025 |
| Registration | All students must register by joining the ILIAS e-learning group of this course. Registration 14 February 2025. Detailed information and the password required for the ILIAS e-learning group will be announced in the first lecture. |
| Exam | Friday, 2 May 2025 (12:15 – 13:15) |
| Short Description | Marketing communications is concerned with the methods, processes, meanings, perceptions and actions associated with the ways in which organizations (and their brands) engage with their target audiences. |
| Learning Outcomes |
This course has four specific learning objectives: (1) Understanding of what Marketing Communications is and how it works. (2) Understanding of the different process steps of marketing communications (planning, organization, execution, monitoring of communication actions). (3) Knowledge of the various aspects and perspectives of marketing communications (i.e., advertising, public relations, sponsoring, sales promotion, direct marketing). (4)Develop the ability to criticize various communication instruments and their application. |
| Course Outline | The lecture covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. |
| Course Material | A selection of lecture slides will be uploaded onto ILIAS. |