Marketing B: Corporate Communication, Media and Marketing
Prof. Dr. Claas Christian Germelmann (LS BWL III: Marketing & Konsumentenverhalten)
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-Module F-1 “Grundlagen des Marketing” is presupposed. Good language skills in English are expected.
Graded assessment on the basis of an hourly exam. The exam can be taken in English or German.
- Active in-class participation: 30h
- Tutorial: 15h
- Preparation, revision and exam preparation: 135h
- Total: 180h
Weekly two-hour lecture, Weekly one-hour or blocked tutorial
Yearly, currently offered in the winter term
Interrelations with other Modules
This module is part of the “Marketing & Services” major