• Studiengänge RW
• RW-Fakultät

Marketing B: Corporate Communication, Media and Marketing

Responsible Unit

Prof. Dr. Claas Christian Germelmann
BWL III: Chair of Marketing

Contact Person

Dipl.-Kfm. Pablo Neder

Learning Contents

Main content areas (non-exhaustive and subject to changes without prior notice): The importance of the media-perspective for marketing; basic terms and the evolution of the advertising- and media-research; advertising- and media effects as parts of integrated marketing communications; moderators and mediators for media effects: engagement, credibility and trust; media as advertising context; classical advertising vs. “below the line”; areas of application for media in marketing; PR strategies and tactics; principles of advertising and media research; media, advertising, and ethics.

Transfer of knowledge

Interactive lecture (2 SWS), tutorial (1 SWS) - in English language. The interactive elements of the lecture as well as the tutorial support the students’ exam preparation by practical examples, exercises, and case studies.

Recommended Prior Knowledge

Basic knowledge in marketing from the Bachelor-Modules F-1 “Grundlagen des Marketing” and G-7 “Strategisches Marketing und Marktanalyse” is presupposed. Good language skills in English are expected.

Pre-requisites

None

Assessment

Graded assessment on the basis of an hourly exam. The exam can be taken in English or German.

Student Workload

Active in-class participation: 30h

Tutorial: 15h

Preparation, revision and exam preparation: 135h

Total: 180h

Credit Points

6 ECTS

Time Frame

Weekly two-hour lecture, Weekly one-hour or blocked tutorial

Frequency

Yearly, currently offered in the winter term

Interrelations with other modules

This module is part of the “Marketing & Services” major