Marketing Communication

MKT 614

Lecturer Prof. Dr. Florian Stahl
Contact Person Victoria Meil
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 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.

  • Lecture

    Lecturer Prof. Dr. Florian Stahl
    Contact person Victoria Meil
    Schedule Please refer to the latest information on Portal2 and ILIAS