Fundamentals of marketing communication

Transcription

1 Fundamentals of marketing communication MCO 2041e/ Part fundamentals MCO 2041e / Part case studies Weekly hours: 4 (45 minutes) ECTS- Credits: 5 Workload: 150 hours (60 hours within class and 90 hours for self-study) Time: Thursday am. Room: W Level: Introductory level Prerequisites: None 1

2 A) Aim of the course: The students will learn the basics of planning and realizing an advertising concept with the instruments of marketing communication, such as media-advertising, sales promotion, public relations and IT possibilities. The course will be held in English. Each student will get a written script in English language. B) Course contents: 1. The three columns of marketing communication 2. The communication-mix in the integrated communication 3. Specialties of advertising 4. Psychological basis of marketing communication 5. Resistance to influences caused by communication strategies 6. Models of communication 7. The model of corporate identity 8. The organization of an advertising agency 9. The elements of a customer briefing 10. The agency briefing 11. Payments to the agency 12. Case study: Exercise for media planning (Revlon Lady Cosmetics) 13. The evaluation of the advertising success 14. Further instruments of marketing communication 15. Media landscapes in Germany 16. Case studies (MCO 20412) On Show with Mickey Black Forest Region Visit Heidelberg, visit the Neckar Pforzheim The Golden Town 2

3 C) Learning objectives: Get to know the marketing communication instruments and their application in practice. The learnt instruments can be used in the consumer-goods industry, in the industrial goods industry as well as in the service goods industry. Important is to know how to calculate the measures and to evaluate their effectiveness. D) Course contributions to bachelor programs common learning goals: Learning objective/ Outcome Contributions to learning objectives Assessment 1. Expert knowledge Students are able to solve business problems on basis of either a given briefing from an agency or from a company. Assessment by presentation. From experts such as agencies, companies and professors students learn the specialties of detailed knowledge. Advisable are visits in an agency or in a company in the home country or abroad. 2. Use of information technology In using computer programs and in the use of information systems. Assessment by presentation of an essay (Hausarbeit) as final exam. 3. Ethical awareness Students develop ethics strategies on basis of case studies such as: On Show with Mickey (Disneyland Paris) Pforzheim The Golden Town Assessment by discussion and presentation of the case study. 4. Communication skills Students have to express complex problems in writing and in oral communication. Assessment by presentation and written essay as final exam. 5. Capacity for teamwork Students have to prove to be able to work, discuss and solve problems in teams. Assessment by presentation of case studies in class. 6. Expert knowledge and cross-cultural skills Students have to prove to be able to work, discuss and solve problems in team. Assessment by presentation of case studies To accept the fundamental meaning of information technology in all parts of marketing. A comprehensive knowledge in these techniques is compulsory. Ethical awareness means to accept tolerance in various sectors of international marketing. Nevertheless, the main goal of marketing, i.e. offering benefits for the customers and gaining profit for the suppliers, should be kept in mind. Learning to discuss on a fair basis with people, who represent other ideas. To find out that common learning activities enhance success for the work. The variety of ideas is bigger than working alone. To learn the international connection between countries in the EU and outside. A basis for the successful working together is the ability to know Essay Discussion and presentation and essay 3

4 in class. E) Teaching and learning approach: two or three foreign languages. The professor will provide for each point the necessary basis: practical exercise will follow group works will be conducted to deepen the knowledge and to stimulate the creativity of the students videos will be shown to demonstrate how companies handle the problems in the fields of Sales Promotion and Event Marketing visit of an advertising agency in Pforzheim or in Stuttgart F) Grading: The assessment consists of 2 parts: Part 1: Essay of 5 minutes duration, must be presented Each student has to present a case study during the running semester, it consists of a presentation of 5 to 10 minutes duration, and the titles of the case studies are given by the professor. After having held the short presentation the text has to be given to the professor, the short presentation must have a mark better than 3.7. If there are too many students for the presentation it is possible to form a group of 3-5 students. Each student has to develop an own presentation of the relevant topic. (3x5=15 minutes presentation).on a special stick there are examples of the chosen topic, the stick has also to be given to the professor. The grade of the essays will be published not before the end of the term. Part 2: Besides the student has to attend a written exam, duration 90 minutes. Basis are the contents o the lecture, during the exam there is allowed a mere calculator without programs onit.. G) Availability of the lecturer: 4

5 Prof. Dieter Pflaum Office hours: according to agreement Prof. Dieter Pflaum has studied economics in Munich and in Saarbrucken. After his studies, he was marketing trainee with the Nestlé s company in Frankfurt am Main and in White Plains, USA. He was Product Manager with Nestlé s and later on Product Group Manager with the American company Procter and Gamble in Germany. Visiting Prof. in Nanking China and in Hanoi Vietnam. Co- author and editor of several books on advertising, public relations and sales promotion. Editor of dictionaries on advertising and public relations. H) Preliminary schedule of the class: Date Thursday, March 17,2016 Thursday, March 31, 2016 April 7,2016 Topic 1. The three columns of marketing communication 2. The communication-mix in the integrated communication 3. Specialties of advertising April 14,2016 Thursday, 8.oo April 21,2016 April 28,2016 Thursday,8oo May12, Psychological basis of marketing communication 5. Resistance to influences caused by communication strategies 6. Models of communication 7. The model of corporate identity May 19,2016 June 2,2016 June 9, 2016 Thursday, June 16,2016 June 23, 2016 Thursday,8.oo The organization of an advertising agency 9. The elements of a customer briefing 10. The agency briefing 11. Payments to the agency 12. Case Study: Exercise for media planning (Revlon Lady Cosmetics) 12.a Case study 5

6 June 30, The evaluation of the advertising success 14. Further instruments of marketing communication 15. Media landscapes in Germany 16. Case Studies (MCO 20412) I) Literature: Smith, Paul Russle; Taylor, Jonathan (2004): Marketing Communications. An Integrated Approach. 4th Edition, Gutenberg Press: Malta Hollensen, Svend; Opresnik, Marc (2010): Marketing. A Relationship Perspective, Vahlen: München Shimp, Terence A. (2010): Integrated Marketing Communication in Advertising and Promotion, Cengage Learning: South-Western Kotler, P./ Keller, K.L. (2011): Marketing Management, Pearson, 14th edition Tropp, Jörg (2014): Moderne Marketing-Kommunikation. System, Prozess, Management. Lehrbuch 2. überarb. u. erw. Auflage. Wiesbaden: Springer VS Baetzgen, Andreas; Tropp, Jörg (2013): Brand Content. Die Marke als Medienereignis, Stuttgart: Schäffer-Poeschel