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 consists of two parts.
Part I, which is taught by Carina Thürridl and Eva Marckhgott, focuses on a general overview of the discipline, and consists of eight 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 Nadia Abou Nabout, 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. Five 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).