This course provides students with a sound understanding of and an integrated approach towards the marketing communications mix. It will examine theories and techniques applicable to all the major marketing communication functions. Specifically message development, placement and timing are examined within the context of the role that each type of communication plays in the development of marketing strategy. Moreover, in the light of increasing digitalization, particular focus will be directed towards the incorporation of new media and online marketing tools into the marketing communication mix.

The course provides a knowledge base that will allow students to research and evaluate a company’s marketing and promotional situation and use this information in developing their own effective integrated communication strategies and programs. They will be required to put this knowledge into practice within the scope of real-life marketing communication challenges, which are carried out in co-operation with different partners from the industry.

The module is condensed into two parts.

Part I, which is taught by Bernadette Kamleitner and Carina Thürridl, focuses on a general overview of the discipline and consists of seven sessions. Each session comprises interactive and lecture elements. Active participation by students is anticipated and indeed necessary.The exact composition of each session is adapted to the specific needs of the topics covered. All sessions aim to ensure a comprehensive understanding of the topic area and enable students to detect and transfer learned concepts to practice. To achieve this goal, a mixture of hands-on exercises, discussions, and case studies is used. Each session will cover between one and three main topics.

Part II, which is taught by Nadine Schröder, will entail a case-based primer on digital marketing & social media. Each session comprises interactive and lecture elements. Active participation by students & preparation of the corresponding case studies is anticipated and indeed necessary. Six sessions will cover the following topics: digital marketing metrics & revenue models, search engine advertising, display advertising & the RTB revolution, experiments in digital marketing, viral marketing & social media, and a final wrap-up session. This part of the lecture closes with a take-home exam (individual assignment).

At the end of this course, students should:

1. have an in-depth understanding of the tools and theories used in marketing communications
2. understand the role of integrated marketing communications, and the professionals who practice it, in an organization.
3. be able to critically assess communications programs
4. be able to plan and manage communications programs
5. be sensitized to the role of culture in marketing communications
6. have first hands-on experience in the creation of a unique marketing communications campaign

Students are expected during the entire course. A maximum of 20% of the course can be missed upon prior notice.

The course 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
5. group assignments & presentations
6. take-home exams

Learning via student tasks follows a blended learning approach. Throughout, students will be asked to tackle and prepare various tasks. Attendance and participation are expected throughout the course.

Assessments reflect the learning goals of this module. A group assignment (integrated marketing communications challenge) assesses students’ ability to put theory into practice by integrating the many aspects covered. An individual assignment aims at gauging students’ theoretical capabilities in dealing with theories and phenomena of the field in a practically relevant manner. Participation and preparation intend to foster in-class dynamics and provide a basis for interactive discussions.

Overall, students can achieve a maximum of 100 points.

20 points: Participation and preparation – students are expected to prepare set tasks and participate, marks will be awarded based on the quality and extent of preparation evident throughout the term and the quality and quantity ofcontributions made in class. Obviously, attendance is a prerequisite to achieve high marks.

50 points: Group assignment– groups will develop an integrated marketing communications challenge in the form of a plan (including an advertising campaign and ad material) for an actual client. Oral presentations (interim pitch & final presentation) of the plan account for 30 points, the written report for 20 points.

30 points: Individual assignment – Information on the individual assignment will be distributed at the beginning of the term. More information will be uploaded onto learn@WU.

Grading Key:

100-90 points: Excellent (Sehr Gut - 1)

89-80 points: Good (Gut - 2)

79-70 points: Satisfactory (Befriedigend - 3)

69-60 points: Sufficient (Genügend - 4)

below 60 points: Fail (Nicht Genügend - 5)

Enrolled in the Marketing Master Program 

Prof. DDr. Bernadette Kamleitner
Email: bernadette.kamleitner@wu.ac.at
Location: Institute for Marketing Management, D2, Entrance A
Office Hours: by appointment only

Guest.Prof. Dr. Nadine Schröder
Email: nadine.schroeder@wu.ac.at
Location:Institute for Interactive Marketing & Social Media, D2, Entrance A
Office Hours: by appointment only

Mag.Carina Thürridl
Email: carina.thuerridl@wu.ac.at
Location: Institute for Marketing & Consumer Research, D2, Entrance A
Office Hours: by appointment only