DE / EN

Marketing Communications

Code MKT 450
Semester Spring
Type Lecture
Hours/week 2
ECTS Credits 3
Assessment Written Exam (100%)
Language English
Contact Maximilian Gaerth, M.Sc.
Lecturer Prof. Dr. Florian Kraus
Timetable MKT 450: Introduction / Brand and Benefit Positioning
Friday, 5 March 2021
10:15am – 1:30pm Central European Time (CET)
ZOOM Live-Meeting-BWL-ZOOM-16

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MKT 450: Campaign Objectives / Creative Strategy
Friday, 12 March 2021
10:15am – 1:30pm Central European Time (CET)
ZOOM Live-Meeting-BWL-ZOOM-16

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MKT 450: Guest Talk / Campaign Budgeting
Friday, 19 March 2021
10:15am – 1:30pm Central European Time (CET)
ZOOM Live-Meeting-BWL-ZOOM-16

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MKT 450: Media Strategy (Lecture) / Exercises I and II / Exam Questions
Friday, 26 March 2021
10:15am – 1:30pm Central European Time (CET)
ZOOM Live-Meeting-BWL-ZOOM-16
Kick-off Date Friday, 5 March 2021, 10:15am – 1:30pm
Registration All students must register by joining the ILIAS e-learning group of this course (password will be announced in the first lecture).
Exam 16 April 2021
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:

Understanding of what Marketing Communications is and how it works
Understanding of the different process steps of marketing communications (planning, organization, execution, monitoring of communication actions).
Knowledge of the various aspects and perspectives of marketing communications (i.e., advertising, public relations, sponsoring, sales promotion, direct marketing).
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

Click here to see the syllabus.