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International Business Administration

Marketing Communication

Exam number: 6602

Semester: from 1st semester

Duration of the module: One semester

Form of the module (i.e. obligatory, elective etc.): Elective

Frequency of module offer: Each third semester

Prerequisites: For master students only.

Applicability of module for other study programmes:
Obligatory or elective in other study programmes. For further information check regulations of the study programme.

Person responsible for module: Prof. Dr. Martin Eisend

Name of the professor: Prof. Dr. Martin Eisend

Language of teaching: English

ECTS-Credits (based on the workload): 6

Workload and its composition (self-study, contact time):
Contact time (Lecture, tutorial etc.) 30 h; self-study: 150 h

Contact hours (per week in semester): 2

Methods and duration of examination:
Successfully written exam (120 min)

Emphasis of the grade for the final grade: Please refer to the regulations of the study program.

Aim of the module (expected learning outcomes and competencies to be acquired):
Participants will develop analytical skills needed to understand theories and empirical findings in marketing communication (research) and the influence of marketing communications on consumers. They will learn to understand the body of knowledge in marketing communication.

Contents of the module:
- Introducing marketing communication
- Marketing communication theories
- Marketing communication elements: Source, message, channel, and audience
- Managing marketing communication

Teaching and learning methods:
Lecture, self-studies

Literature (compulsory reading, recommended literature):
An extended list of recommended literature will be provided in the syllabus.

Further information:
Registration in Moodle Viadrina required.