Marketing Communications

This course is designed to introduce you 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. 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 contemporary marketing including advertising, direct marketing, the Internet and social media. We will examine the process by which integrated marketing communications programs are planned, developed, executed, and measured as well as the various factors and considerations that influence this process. The lecture will be enriched by numerous in-class exercises and discussion, a case study, and a practice talk.

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

1. Introduction to Marketing Communications (Management)
   1. The Nature of Communication
   2. Fundamentals of Marketing Communications
   3. Designing an Integrated Marketing Communications Strategy
2. Psychology of Communications
   1. Theoretical Foundation
   2. Perspectives on Consumer Behavior
3. New Forms of Interaction
   1. Variety of New Communication Forms and the Digital Economy
   2. Customer Experience along the Customer Journey
   3. Online-Offline Interaction and the Omni-Channel World
   4. Paradigm Change in Consumption Behavior: Mobile
4. Media Planning
   1. Defining Marketing and Communications Objectives
   2. Defining the Marketing Budget
   3. Introduction to Media Planning
   4. Important Criteria in the Context of Media Planning
5. Measuring the Impact of Communications
   1. Introduction to Performance Metrics
   2. Performance Metrics in Online Communications
   3. Attribution Modelling
   4. A/B Testing
   5. Case Study: Measuring Online Ad Effectiveness
6. Paid, Owned and Earned Media
   1. Paid Media
   2. Owned Media
   3. Earned Media