Integrated Marketing Communications (SS 2021)
|Monday||14:00- 18:00||weekly||28.06.2021- 19.07.2021|
|Tuesday||14:00- 18:00||weekly||29.06.2021- 20.07.2021|
Contact person: Stefanie Dewender
This course takes place in the second half of the second term of the summer semester.
Course grade: Group work (100%) until September 17, 2021
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.
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.
- Prof. Dr. Raoul Kübler (responsible)
- Lina Marie Oechsner (accompanying)
- Stefanie Dewender (accompanying)