Deutsch
W342 – Marketingmanagement - Promotion/Advertising
Marketingmanagement - Promotion/Advertising
Version: 2
Dr. rer. pol. Andreas Heinen
andreas.heinen(at)htw-dresden.de
Prof. Dr. rer. pol. Ralph Sonntag
ralph.sonntag(at)htw-dresden.de
Prof. Dr. Andrzej Raszkowski
andrzej.raszkowski(at)htw-dresden.de
Dr. rer. pol. Andreas Heinen
andreas.heinen(at)htw-dresden.de
English
5.00 Credits
150 hours
4.00 SWS (2.00 SWS Lecture | 2.00 SWS Seminar)
90.00 hours
Project
Written examination
Examination duration: 90 min | Weighting: 100 % | Tested in English language
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.
Basics
Communication
Advertising Effectiveness
Positioning
Concept of Advertisements
Aspects of Ethics
Media planning
Public relations
International advertising
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.
- Dannenberg, Marius; Wildschütz, Frank; Merkel, Stefanie: Handbuch Werbeplanung. Schäffer Poeschel
- Back, Louis; Beuttler, Stefan: Handbuch Briefing. Schäffer Poeschel
- Kloss, Ingomar: Werbung. Oldenbourg.
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