Marketing & Communication Management FT
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Marketing IV: Integrated Marketing

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students will be able to independently create integrated marketing concepts and to put them into place. Students will be exposed to the advantages and disadvantages of the different communication channels and will be able to combine the different media in innovative ways. Students will be able to apply their newly acquired knowledge of importance, suitability and costs of communication channels.

prerequisites and co-requisites

previous Marketingcourses

course contents

Building on the content of the previous semesters which dealt with classic and new media and communication channels for internal and external corporate communication and the underlying marketing strategies, this course introduces students to an integrated combination of different communication activities (including the integration of monologic and dialogic communication) both in theory and using case studies. While the main emphasis of the course “Marketing II” is classic media, this course focuses on the more complex dialogic media.

Building on the course unit “Marketing I”, this course explicitly addresses strategic marketing, allowing the students to gain an in-depth understanding of strategies, their goals and limitations.

recommended or required reading

Fill, C. (2009): Marketing Communications. FT Prentice Hall Busch, R. / Fuchs, W. / Unter, F. (2008): Integriertes Marketing. Gabler Verlag

assessment methods and criteria

written examination, project work

language of instruction

English

number of ECTS credits allocated

4

planned learning activities and teaching methods

Integrated course, case studies, discussion, group work

semester/trimester when the course unit is delivered

4

name of lecturer(s)

Prof. (FH) Dr. Alexandra Brunner-Sperdin

year of study

2.year of studies

recommended optional program components

not applicable

course unit code

MKTA_4

type of course unit

compulsory (integrated lecture)

mode of delivery

In-class course

work placement(s)

not applicable