Marketing Communications

MKT 614

Lecturer Prof. Dr. Florian Stahl
Contact person Daniela Schmitt
Course Format Lecture
Credit Points 4 ECTS
Hours per Week 2
Semester Spring
Language English
Registration no registration required
Accepted Participants Mannheim Master in Management, Mannheim Master in Business Research (MMBR), M.A. Culture and Economy / Business, M.Sc. Business Education, M.Sc. Business Informatics, M.Sc. Business Mathematics, M.Sc. Economics, Diplom Business Administration

    Further Information

  • Brief Description

    This course is designed to introduce students into the field of online marketing communications and digital communication management. The emphasis will be on the role of advertising and other promotional mix elements in the online marketing communications program of an organization. The development of a marketing communications program requires an understanding of the overall marketing process, customer behavior, communications theory, and how to set goals, objectives and budgets. Attention will be given to the various marketing communication tools used in digital marketing including online advertising, online reputation, or social media. We will examine the process by which integrated digital marketing communications programs are planned, developed and executed as wells as the various factors and considerations that influence this process.

  • Lecture

    Lecturer Prof. Dr. Florian Stahl
    Contact person Daniela Schmitt
    Schedule February 23, 2018 (8.30am - 5.00pm in Room SN 163), March 9, 2018 (8.30am - 5.00pm in Room B 244 in A5), March 16, 2018 (8.30am - 5:00pm in Room SN 163) and March 17, 2018 (8.30am - 5:00pm in Room SN 163)
    Assessment Written Exam (100%)
  • Course Outline

    The lectures on “Marketing Communications” cover the following topics:

    1. Introduction to Online Marketing Communications (Management)

      1. The Nature of Online Communications

      2. Fundamentals of Online Marketing Communications

      3. Designing an Integrated Marketing Communications Strategy

    2. Psychology of Communications

      1. Theoretical Foundation

        • Theory Development in Communication
        • Theories of Cognition and Intrapersonal Communication
        • Theories of Interpersonal Communication
        • Theories of Group Communication
        • Theories of Persuasion
      2. Perspectives on Consumer Behavior

        • Overview of Consumer Behavior and Decision-Making
        • Consumer Attitudes
        • Consumer Learning
    3. New Forms of Online Communications and Interaction

      1. Variety of New Online Communication Forms and the Digital Economy

      2. Online-Offline Interaction and the Omni-Channel World

      3. Paradigm Change in Consumption Behavior: Customer Journey and Mobile Marketing

    4. Paid, Owned and Earned Media

      1. Paid Media: Advertising and Online Advertising

      2. Owned Media

      3. Earned Media: Online Platforms

        • Classification of Online Platforms
        • Network Effects
        • Online Community and Models of Influence
        • Viral Product Features and Viral Content
        • Social Advertising and Social Targeting
        • Reputation and Reviews
    5. Economics of Online Advertising

      1. Economic Principles of Advertising Strategies

      2. Economics of Online Advertising and Multi-Channel Advertising

    6. Online Media Planning

      1. Defining Digital Marketing and Online Communications Objectives

      2. Defining the Digital Marketing Budget

      3. Introduction to Digital Media Planning

      4. Important Criteria in the Context of Digital Media Planning

      5. Evaluation of Different Digital Media

    7. Measuring the Impact of Online Communications

      1. Introduction to Performance Metrics

      2. Applying Performance Metrics in Online Communications

        • From Data to Online Marketing Metrics
        • Basic Web Metrics for Marketers
        • Creating a Web Metrics Plan
      3. Digital Marketing Case: Google Trends