Banner Viadrina

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. All participants must subscribe to the tutorials during the first lecture. That is, participation in the first meeting is required. Students who do not attend the first lecture and do not subscribe to the tutorial cannot present. For further information, please refer to the website of the Chair of Marketing.

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.) 45 h; self-study: 135 h

Contact hours (per week in semester): 3

Methods and duration of examination:
Successfully written exam (90 min) and assignment. Participants need to provide a presentation based on the assignment during one of the tutorials. All participants must subscribe to the tutorials during the first lecture. That is, participation in the first meeting is required. Students who do not attend the first lecture and do not subscribe to the tutorial cannot present. For further information, please refer to the website of the Chair of Marketing.

Emphasis of the grade for the final grade: Please check regulations of the study programme

Aim of the module (expected learning outcomes and competencies to be acquired):
Participants will develop analytical skill in order to understand theories and empirical findings related to marketing communication and the impact of marketing communication on consumers. They will learn to read, analyze, and discuss the body of knowledge of marketing communication which enables them to apply this knowledge to practical issues in marketing communication.

Contents of the module:
- Foundations and theories of marketing communication
- Research in marketing communication
- Effects of arguments, emotional appeals, the message source
- Planning of marketing communication

Teaching and learning methods:
Lectures, tutorials, presentation

Literature (compulsory reading, recommended literature):
An extended list of useful literature will be provided at the beginning of the term.

Further information:
Registration in Moodle Viadrina required.