Marketing Communications

Code MKT 450
Semester Spring
Type Lecture
Hours/week 2
ECTS Credits 3
Assessment Written Exam (100%)
Language English
Contact Maximilian Gaerth, M.Sc.
Lecturer Prof. Dr. Florian Kraus
Timetable Friday, 15 Feb 2019, 10.15 - 13.30, Room SN 163

Friday, 8 March 2019, 10.15 - 13.30, Room SN 163

Friday, 15 March 2019, 10.15 - 13.30, Room SN 163

Friday, 22 March 2019, 10.15 - 13.30, Room SN 163

Friday, 29 March 2019, 10.15 - 13.30, Room SN 163 (with Q&A Session)
Kick-off Date 15 February 2019, 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 will be available for purchase 1 day before the first lecture at the secretariat during office hours.

Click here to see the syllabus.