MKT 450: Marketing Communications

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.
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.

Learning outcomes
The students understand what Marketing Communications is and how it works.
The students understand the different process steps of marketing communications (planning, organization, execution, monitoring of communication actions).
The students know the various aspects and perspectives of marketing communications (i.a., advertising, public relations, sponsoring, sales promotion, direct marketing).
The students develop the ability to criticize various communication instruments and their application.

Necessary prerequisites
semester 4 or higher

Recommended prerequisites
MKT 301

Forms of teaching and learningContact hoursIndependent study time
Lecture2 SWS7 SWS
ECTS credits3
Graded yes
Form of assessmentWritten exam (60 min)
Restricted admissionno
Further information
Performing lecturer
Prof. Dr. Florian Kraus
Prof. Dr. Florian Kraus
Frequency of offeringSpring semester
Duration of module 1 semester
Range of applicationB.Sc. Bus. Adm.
Preliminary course work
Program-specific Competency GoalsCG 1, CG 2, CG 4
LiteratureRossiter, J. R., Percy, L., & Bergkvist, L. (2018). Marketing communications: Objectives, strategy, tactics. Sage.
Course outlineBrand and Benefit Positioning:
- T-C-B positioning model
- I-D-U benefit analysis
Campaign Objectives:
- Campaign target audience selection and action objectives
- Campaign communication objectives
Creative Strategy
- Creative idea generation and selection
- Attention tactics
Campaign Budgeting
Media Strategy:
- Media-type selection
- Reach pattern