[Business Administration] Marketing Communication


General information

Course name Marketing Communication
Course type Lecture+Tutorial
Course code BWL-MarkComm
Course coordinator Professor Dr. Stefan Hoffmann
Faculty Faculty of Business, Economics and Social Sciences
Examination office Faculty of Business, Economics and Social Sciences
Short summary In this lecture students will learn how to develop communication strategies and how to use marketing tools appropriately in order to ensure the success of the company´s communication with its environment at all stages of a product life cycle. Additionally the interactive tutorial provides a basis for the development of communication skills.

Information about study level

Study level Master
Also possible for Second year Bachelor

Information about credit points, evaluation and frequency

Evaluation Exam and presentation
Frequency Winter term

Information about teaching language

Teaching language English
Minimum language requirement B1
Further information on the teaching language  

Information about requirements

Recommended requirements None

Information about course content, reading list and additional information

Course Content The lecture focuses on psychological and communication-theoretical fundamentals of inducement strategies that companies are using in their communication policy (in advertising, sales promotion, public relations, internet communication, direct communication, complaint management, sponsoring). Further, the lecture broaches the issues of conceptual fundamentals as well as the practice of corporate communication policies and advertising research.
Reading list  
Additional information