Marketing Communications

Code MKT 450
Semester Spring
Type On Campus Only
Hours/week 2
ECTS Credits 3
Assessment Written Exam (100%)
Language English
Contact Ann-Kathrin Polenz, M.Sc.
Lecturer Prof. Dr. Florian Kraus
Timetable Session I Friday, 17 February 2023, 10:15am – 1.30pm Room: SN 163
Introduction: Overview of class, course requirements, goals, and format
Brand and Benefit Positioning: T-C-B positioning model & I-D-U benefit analysis

Session II Friday, 24 February 2023, 10:15am – 1.30pm Room: SN 163
Campaign Objectives: Campaign target audience selection and action objectives & Campaign communication objectives
Guest Lecture: The Truth about TV Advertising, Oskar Schneider, Lead Link GmbH

Session III Friday, 3 March 2023, 10:15am – 1.30pm Room: SN 163
Creative Strategy: Creative idea generation and selection & Attention tactics
Exercise 1

Session IV Friday, 10 March 2023, 1:45pm – 5.00pm Room: W117
Campaign Budgeting
Media Strategy: Media-type selection & Reach pattern

Session V Friday, 17 March 2023, 10:15am – 1.30pm Room: SN 163
Exercise 2 + Exam Q&A
Kick-off Date 17 February 2023, 10:15am
Registration All students must register by joining the ILIAS e-learning group of this course. Registration 18 February 2022. Detailed information and the password required for the ILIAS e-learning group will be announced in the first lecture.
Exam 31 March 2023, 10.30 am
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:

(1) Understanding of what Marketing Communications is and how it works.
(2) Understanding of the different process steps of marketing communications (planning, organization, execution, monitoring of communication actions).
(3) Knowledge of the various aspects and perspectives of marketing communications (i.e., advertising, public relations, sponsoring, sales promotion, direct marketing).
(4)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 A selection of lecture slides will be uploaded onto ILIAS.

Click here to see the syllabus.