MKT 614: Marketing Communication

no offering in the academic year

This module is designed to introduce students into the field of marketing communications and communication management. The emphasis will be on the role of advertising and other promotional mix elements in the integrated marketing communications program of an organization. Attention will be given to the various marketing communication tools used in contemporary marketing including advertising, direct marketing, the Internet and social media. Moreover, the process by which integrated marketing communications programs are planned, developed and executed as well as the various factors and considerations that influence this process are examined.

Learning outcomes
Students are able to develop a marketing communications program, which requires an understanding of the overall marketing process, customer behavior, communications theory, and how to set goals, objectives and budgets.

Necessary prerequisites
Not taken MKT 530 or MKT 532

Recommended prerequisites
Basic marketing knowledge on Bachelor level / B.Sc. Business Administration

Forms of teaching and learningContact hoursIndependent study time
Lecture2 SWS9 SWS
ECTS credits4
Graded yes
Form of assessmentWritten exam (60 min)
Restricted admissionno
Further information
Performing lecturer
Prof. Dr. Florian Stahl
Prof. Dr. Florian Stahl
Frequency of offeringSpring semester
Duration of module 1 semester
Range of applicationM.Sc. MMM, M.Sc. WiPäd, M.Sc. VWL, M.Sc. Wirt. Inf., LL.M., MAKUWI
Preliminary course work
Program-specific Competency GoalsCG 1
LiteratureAdvertising and Promotion (11th edition, 2018) by George E. Belch & Michael A. Belch. Publisher: McGraw-Hill Irwin.
Course outlineFoundations of Marketing Communications
The Nature of Communication
Fundamentals of Marketing Communications
Designing an Integrated Marketing Communications Strategy
Psychology of Communications
Psychological Theories of Communication
Perspectives on Consumer Behavior
New Forms of Interaction
Variety of New Communication Forms and the Digital Economy
Customer Experience along the Customer Journey
Online-Offline Interaction and the Omni-Channel World
Paradigm Change in Consumption Behavior: Mobile
Measuring the Impact of Communications
Introduction to Performance Metrics
Performance Metrics in Online Communications
Attribution Modelling
A/B Testing
Paid, Owned and Earned Media
Paid Media
Owned Media
Earned Media