Marketing Communications


CodeMKT 450
ECTS Credits3
AssessmentWritten Exam (100%)
ContactMaximilian Gaerth, M.Sc.
LecturerProf. Dr. Florian Kraus

Friday, 16 Feb 2018, 10.15 - 13.30, Room O 151

Friday, 2 March 2018, 10.15 - 13.30, Room O 151

Friday, 9 March 2018, 10.15 - 13.30, Room EO 145

Friday, 16 March 2018, 10.15 - 13.30, Room O 151 (Guest Lecture)

Friday, 23 March 2018, 10.15 - 13.30, Room O 151 (with Q&A Session)

Kick-off Date

16 February 2018, 10.15 - 13.30, Room O 151


All students must register by joining the ILIAS e-learning group of this course. 

Registration starts on 16 February 2018. Detailed information and the password

required for the ILIAS e-learning group will be announced in the first lecture.

Exam13 April 2018, 09.00 - 10.00, Room SO 108
Additional Information
Short DescriptionMarketing communications is concerned with the methods, processes, meanings, perceptions and actions associated with the ways in which organizations (and their brands) engage with their target audiences. 
Learning Outcomes

This course has four specific learning objectives:

  1. Understanding of what Marketing Communications is and how it works
  2. Understanding of the different process steps of marketing communications (planning, organization, execution, monitoring of communication actions).
  3. Knowledge of the various aspects and perspectives of marketing communications (i.a., advertising, public relations, sponsoring, sales promotion, direct marketing).
  4. Develop the ability to criticize various communication instruments and their application.
Course OutlineThe lecture covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. 
Course Materialwill be available for purchase 1 day before the first lecture at the secretariat during office hours.



To top