Marketing Communications
| Code | MKT 450 |
| Semester | Spring |
| Type | Lecture |
|
Hours/ | 2 |
| ECTS Credits | 3 |
| Assessment | Written Exam (100%) |
| Language | English |
| Contact | Maximilian Gaerth, M.Sc. |
| Lecturer | Prof. Dr. Florian Kraus |
| Timetable |
MKT 450: Campaign Objectives (Lecture) Friday, 20th of March 2020 10:15am - 11:45am Central European Time (CET) Topic: Campaign Objectives ZOOM Live-Meeting ------------------------- MKT 450: 1. Creative Strategy + 2. Campaign Budgeting Friday, 27th of March 2020 10:15am - 11:45am Central European Time (CET) 12:00am - 1:30am Central European Time (CET) ZOOM Live-Meeting ---------------------------- MKT 450: Media Strategy (Lecture) Friday, 3rd of April 2020 10:15am - 11:45am Central European Time (CET) ZOOM Live-Meeting ---------------------------- MKT 450: Exercise (1) and Exercise (2) Friday, 3rd of April 2020 12:00 - 1:30pm Central European Time (CET) ZOOM Live-Meeting ---------------------------- MKT 450: Exam Exercise and Q&A Friday, 24th of April 2020 10:15am - 11:45am Central European Time (CET) ZOOM Live-Meeting |
| Kick-off Date | Friday, 6 March 2020, 10.15 - 13.30, Room SN 163 |
| Registration | All students must register by joining the ILIAS e-learning group of this course. |
| Exam | tba |
| Short Description | Marketing communications is concerned with the methods, processes, meanings, perceptions and actions associated with the ways in which organizations (and their brands) engage with their target audiences. |
| Learning Outcomes |
This course has four specific learning objectives: Understanding of what Marketing Communications is and how it works Understanding of the different process steps of marketing communications (planning, organization, execution, monitoring of communication actions). Knowledge of the various aspects and perspectives of marketing communications (i.a., advertising, public relations, sponsoring, sales promotion, direct marketing). Develop the ability to criticize various communication instruments and their application. |
| Course Outline | The lecture covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. |
| Course Material | can be purchased from 05.03. in our secretary’s office during office hours |
Click here to see the syllabus.