Marketing & Communication Management FT
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Marketing II: Media Channels and Media Planning

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students will be able to analyze and evaluate marketing plans. In addition to knowledge of planning, market situation analysis, defining objectives and identifying market segments, students will also acquire knowledge of budget calculation, defining and implementing activities and subsequent monitoring of results.
Knowledge of classic and new media channels and their planning in an economic way of thinking will qualify students to perform media usage planning tasks and quality audits. Jointly developing different advertising strategies in the context of case studies will provide students with a good grasp of the best possible use of communication activities in the framework of integrated marketing communication.

prerequisites and co-requisites

not applicable

course contents

The course “Marketing II: Media Channels and Media Planning” is an integrative course which deals with the different above-the-line and below-the-line media and communication channels in an in-depth manner. Classic media (e.g., print media, TV, radio, out-of-home) as well as new media (e.g., Internet, social media) are looked at from different angles: Aspects such as (development) history, field of application, advertising effectiveness, advantages and disadvantages from different user perspectives (e.g., problems with direct marketing on the B2C level), competitive environment and costs are examined in detail in order to be able to use the results in the subsequent media planning phase in an efficient and effective manner. Classic advertising media form a thematic focus for the course.

After students have been familiarized with the most important key figures of the media market (e.g., circulation figures, coverage data, OTS, GRP), appropriate teaching examples are used to study media planning as the practical counterpart to the theoretical knowledge acquired.

recommended or required reading

Kloss, I. (2011): Werbung, Handbuch für Studium und Praxis; 5. Auflage Schmied, F. (2011): Mediaplanung: Inhalt - Bedeutung - Beispiele. GRIN Verlag Unger, F. / Fuchs, W./ Michel, B. (2012): Mediaplanung - Methodische Grundlagen und praktische Anwendungen. Springer Verlag

assessment methods and criteria


language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Integrated course, practice, case studies, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

Thomas Ebner_nbl, BA, MA

year of study

1.year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (practice)

mode of delivery

In-class course

work placement(s)

not applicable