MKT 614: Marketing Communication
Contents
This module is designed to introduce students into the field of marketing communications and communication management. The emphasis will be on the role of advertising and other promotional mix elements in the integrated marketing communications program of an organization. Attention will be given to the various marketing communication tools used in contemporary marketing including advertising, direct marketing, the Internet and social media. Moreover, the process by which integrated marketing communications programs are planned, developed and executed as well as the various factors and considerations that influence this process are examined.
Learning outcomes
Students are able to develop a marketing communications program, which requires an understanding of the overall marketing process, customer behavior, communications theory, and how to set goals, objectives and budgets.
Necessary prerequisites
Not taken MKT 530 or MKT 532
Recommended prerequisites
Basic marketing knowledge on Bachelor level / B.Sc. Business Administration
| Forms of teaching and learning | Contact hours | Independent study time |
|---|---|---|
| Lecture | 2 SWS | 9 SWS |
| ECTS credits | 4 |
| Graded | yes |
| Workload | 120h |
| Language | English |
| Form of assessment | Written exam (60 min) |
| Restricted admission | no |
| Further information | – |
Examiner Performing lecturer |  | Prof. Dr. Florian Stahl Prof. Dr. Florian Stahl |
| Frequency of offering | Spring semester |
| Duration of module | 1 semester |
| Range of application | M.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf., LL.M., MAKUWI |
| Preliminary course work | – |
| Program-specific Competency Goals | CG 1 |
| Literature | Advertising and Promotion (11th edition, 2018) by George E. Belch & Michael A. Belch. Publisher: McGraw-Hill Irwin. |
| Course outline | Foundations of Marketing Communications The Nature of Communication Fundamentals of Marketing Communications Designing an Integrated Marketing Communications Strategy Psychology of Communications Psychological Theories of Communication Perspectives on Consumer Behavior New Forms of Interaction Variety of New Communication Forms and the Digital Economy Customer Experience along the Customer Journey Online-Offline Interaction and the Omni-Channel World Paradigm Change in Consumption Behavior: Mobile Measuring the Impact of Communications Introduction to Performance Metrics Performance Metrics in Online Communications Attribution Modelling A/B Testing Paid, Owned and Earned Media Paid Media Owned Media Earned Media |