MKT 450: Marketing Communications
Contents
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.
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.
Learning outcomes
The students understand what Marketing Communications is and how it works.
The students understand the different process steps of marketing communications (planning, organization, execution, monitoring of communication actions).
The students know the various aspects and perspectives of marketing communications (i.a., advertising, public relations, sponsoring, sales promotion, direct marketing).
The students develop the ability to criticize various communication instruments and their application.
Necessary prerequisites
semester 4 or higher
Recommended prerequisites
MKT 301
| Forms of teaching and learning | Contact hours | Independent study time |
|---|---|---|
| Lecture | 2 SWS | 7 SWS |
| ECTS credits | 3 |
| Graded | yes |
| Workload | 90h |
| Language | English |
| Form of assessment | Written exam (60 min) |
| Restricted admission | no |
| Further information | – |
Examiner Performing lecturer |  | Prof. Dr. Florian Kraus Prof. Dr. Florian Kraus |
| Frequency of offering | Spring semester |
| Duration of module | 1 semester |
| Range of application | B.Sc. BWL |
| Preliminary course work | – |
| Program-specific Competency Goals | CG 1, CG 2, CG 4 |
| Literature | Rossiter, J. R., Percy, L., & Bergkvist, L. (2018). Marketing communications: Objectives, strategy, tactics. Sage. |
| Course outline | Brand and Benefit Positioning: - T-C-B positioning model - I-D-U benefit analysis Campaign Objectives: - Campaign target audience selection and action objectives - Campaign communication objectives Creative Strategy - Creative idea generation and selection - Attention tactics Campaign Budgeting Media Strategy: - Media-type selection - Reach pattern |