Integrated Marketing Communications (SS 2019)


Course Number
046285

Field(s) of Study
Master

University Calendar

Learnweb Platform

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Tuesday 14:00- 18:00 weekly 25.06.2019- 09.07.2019 Juridicum, JUR 2
Wednesday 14:00- 18:00 weekly 26.06.2019- 10.07.2019 Heisenbergstr. 2, GEO1 Hörsaal

Notice

Contact person: Raoul Kübler

This course takes place in the second half of the second term of the summer semester.

Course grade: Group work  (100%) - Campaign Report / Presentation needs to be submitted before August 23, 2019.
Please register at the examination office for the regular examination period.

Credit points: 6 ECTS (BWL PO 2010)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for all materials will be announced in the first lecture.

Description

This module aims to introduce you to the basic principles underlying modern marketing communications. Thereby you will get a first introduction into the structure and processes of the current advertising industry. A strong emphasis is placed on how to develop, assess and implement effective communication campaigns in diverse contexts. Topics include integrative channel management, agency management and agency selection, consumer behavior and decision making, market segmentation and positioning, ad message strategy, advertising planning, media planning, advertising creativity and branded entertainment.

By the end of this course, it is expected that course participants will have developed an awareness and deeper understanding of the core communication principles and will be able to plan, develop, manage, and assess a communication campaign in a multitude of channels.

Lecturers

  • Prof. Dr. Raoul Kübler (responsible)