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 Bernadette Kamleitner 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).

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 the context of 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 communications campaign

Minimum attendance: 80%

The course is split into two modules: The Marketing Communications Module (part I) comprising eight sessions and the Digital Marketing Module (part II) comprising five sessions. Each session entails 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 should 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.

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 limited to:

1. Conventional lecture elements

2. Classroom discussions

3. Case analyses

4. Practitioner talks

5. Group assignments & presentations

6. Take-home exams

As students are expected to work on group projects (real-life marketing communications challenges) in addition to the lectures, parts of session will be dedicated to coaching and Q&As.

Learning via student tasks follows a blended learning approach. Throughout, students will be asked to tackle and prepare various tasks. Preparation is a necessity. Failure to do so will result in a reduction of the attendance/participation mark. For details on what to prepare for each week, see the chapter “term schedule and preparation requirements”.

Sessions are the main forum where advice and assistance is provided but students are welcome to address the course organizers whenever advice or guidance is needed.

Attendance is compulsory! If students miss more than 1 session without sufficient, documented reason, they may be penalized. Whenever you are unable to come to class, please inform the respective session leader in advance and provide evidence for your inability to attend.

Everything we cover in the sessions as well as additional information and readings for preparation or otherwise will be uploaded on learn@WU.

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 (take-home exam) aims at assessing student’s ability to analyze digital marketing campaigns and assess their profitability using data. 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

1. 10 points: Participation (part I and II)
2. 10 points: Short presentation (10 points; part II: digital marketing module)
3. 50 points: Group assignment (part I: marketing communications module)
   • Interim pitch (10 points)
   • Final oral presentation (20 points)
   • Written communication plan (20 points)
4. 30 points: Individual take-home exam (part II: digital marketing module)

Grading:

< 60%                               fail (5)

60% bis 69,99%               sufficient (4)

70% bis 79,99%               satisfactory (3)

80% bis 89,99%               good (2)

>= 90%                             excellent (1)

A detailed course outline will be provided to the participants of the course upon registration.