W342 – Marketingmanagement - Promotion/Advertising

Module
Marketingmanagement - Promotion/Advertising
Marketingmanagement - Promotion/Advertising
Module number
W342
Version: 2
Faculty
Business Administration
Level
Bachelor/Diploma
Duration
1 Semester
Semester
Winter semester
Module supervisor

Prof. Dr. rer. pol. Ralph Sonntag
ralph.sonntag(at)htw-dresden.de

Lecturer(s)

Prof. Dr. rer. pol. Ralph Sonntag
ralph.sonntag(at)htw-dresden.de

Course language(s)

English
in "Marketingmanagement - Promotion / Advertising (engl.)"

ECTS credits

5.00 credits

Workload

150 hours

Courses

4.00 SCH (2.00 SCH Vorlesung | 2.00 SCH Seminar)

Self-study time

90.00 hours

Pre-examination(s)

Project
in "Marketingmanagement - Promotion / Advertising (engl.)"

Examination(s)

Written examination
Module examination | Examination time: 90 min | Weighting: 100% | wird in englischer Sprache abgenommen
in "Marketingmanagement - Promotion / Advertising (engl.)"

Form of teaching

It takes place in the form of lectures, exercises and self-study.

Lecture with discussion of practical examples (like seminar)

Self-study exercises are processed with partners and presented

Further, the self-study consists of reading magazines. For self-study in addition to current literature scripts are provided.

Media type
No information
Instruction content/structure

Basics

Communication

Advertising Effectiveness

Positioning

Concept of Advertisements

Aspects of Ethics

Media planning

Public relations

International advertising

Qualification objectives

Students have basic and advanced knowledge in tasks, methods, processes of communication policy.

Students can apply marketing-related knowledge on business issues, can even develop or modify marketing concepts and marketing projects themselves.

Students may evaluate and develop concepts, processes and results in the field of marketing, especially communication policy.

Students have the competence to anticipate and to implement according to the dynamics in the field of communication policy in business context and companies.

Social and personal skills
No information
Special admission requirements
No information
Recommended prerequisites
No information
Continuation options
No information
Literature
  • Dannenberg, Marius; Wildschütz, Frank; Merkel, Stefanie: Handbuch Werbeplanung. Schäffer Poeschel
  • Back, Louis; Beuttler, Stefan: Handbuch Briefing. Schäffer Poeschel
  • Kloss, Ingomar: Werbung. Oldenbourg.

Current teaching resources

-

Notes
No information