Upon completion of this course, students will be able to research and evaluate a company's marketing and promotional situation and use this information in developing their own effective communication strategies and programs. Specifically, they will be able to assess existing tools and strategies with regard to their respective objectives, target groups and themes.

In addition, students will be introduced to the basics of media planning including the evaluation and computation of important key performance indicators (reach, weight, effectiveness, contact chances, frequency etc.,), important strategic steps to be taken, channel selection and interpretation as well as selection of different media plans.

Finally, we will also talk about ethical and societal boundaries of marketing communication and discuss basic legal rules and regulations with regard to advertising and marketing in Austria.

This course is condensed into eight individual sessions and aims to equip students with relevant knowledge as well as skills. It will combine interactive lecture elements with group and individual tasks. Teaching methods include but are not restricted to:

1. conventional lecture elements
2. classroom discussions
3. case analyses
4. practitioner talks

Throughout, students will be asked to tackle and prepare various tasks. Attendance and participation is expected throughout the course.

Assessments reflect the learning goals of this module.

Overall, students can achieve a maximum of 100 points, which are distributed as follows:

Written examinations - 30 points each: There will be two written 30-minute tests each dealing with a relevant subset of lecture topics.

Individual assignment - 40 points: Students will have to work on individual assignments that directly reflect the various topics discussed in class. Topics and information will be distributed in class.

The final grade will be determined as follows:

• 0-59 points - fail (nicht genügend)
• 60-69 points - pass (genügend)
• 70-79 points - satisfactory (befriedigend)
• 80-89 points - good (gut)
• 90-100 - points - excellent (sehr gut)