Lecturer | Prof. Dr. Florian Stahl |
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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 |
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.
Lecturer | Prof. Dr. Florian Stahl |
Contact person | Daniela Schmitt |
Schedule | May 3, 2019 (8.30am - 5.00pm in SN 163), May 4, 2019 (8.30am - 5.00pm in M 003), May 10 and 17, 2019 (8.30am - 5.00pm in B 244 in A 5, 6) |
Assessment | Written Exam (100%) |
The lectures on “Marketing Communications” cover the following topics: