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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 MKT 450: Campaign Objectives (Lecture)
Friday, 20th of March 2020
10:15am - 11:45am Central European Time (CET)
Topic: Campaign Objectives
ZOOM Live-Meeting

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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

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MKT 450: Media Strategy (Lecture)
Friday, 3rd of April 2020
10:15am - 11:45am Central European Time (CET)
ZOOM Live-Meeting

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MKT 450: Exercise (1) and Exercise (2)
Friday, 3rd of April 2020
12:00 - 1:30pm Central European Time (CET)
ZOOM Live-Meeting

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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.