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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: In winter semester 2015/2016: The number of students that can participate in the seminar is limited. If more students apply for the seminar, students will be chosen on the basis of their performance in previous master classes. Application form.

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:
Seminar (winter semester 2015/2016 only): To receive ECTS-Credits, students have to write a thesis (in English) and present the thesis during the seminar meetings (generally in a team). Furthermore, students need to participate in all seminar meetings.
Lecture with tutorial (otherwise, except winter semester 2015/2016): Successful written exam (120 min.)

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):
Fachliche Kompetenzen:
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 more thoroughly. 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.
Außerfachliche und überfachliche Kompetenzen:
- Beschaffung von Informationen und Literatur
- Lesen und Verstehen wissenschaftlicher Texte
- Erstellung von Referaten und Vorträgen
- Akademischer Diskurs und wissenschaftliche Diskussion mündlich

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.