040252 KU Special Topics in Marketing: Marketing: Marketing Communication 1 (MA) (2023W)
Continuous assessment of course work
Labels
Summary
Registration/Deregistration
Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
- Registration is open from Mo 11.09.2023 09:00 to Fr 22.09.2023 12:00
- Registration is open from Tu 26.09.2023 09:00 to We 27.09.2023 12:00
- Deregistration possible until Fr 20.10.2023 23:59
Registration information is available for each group.
Groups
Group 1
max. 50 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
Thursday
05.10.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
12.10.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
19.10.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
09.11.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
16.11.
13:15 - 14:45
Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
Thursday
23.11.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
07.12.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
12.12.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
14.12.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
11.01.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
18.01.
13:15 - 14:45
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Thursday
25.01.
15:00 - 16:30
Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
Aims, contents and method of the course
The aim of the course is the critical study of theories and models of marketing communication, which is described as an activity at the corporate level. Practical examples and main topics of scientific publications complement the theoretical explanations.
Assessment and permitted materials
The following partial performances result in the final grade:
- Test 1 at the middle of the semester 30 points
- Test 2 at the end of the semester 30 points
- Project work 10 points
- Test 1 at the middle of the semester 30 points
- Test 2 at the end of the semester 30 points
- Project work 10 points
Minimum requirements and assessment criteria
A total of at least 35 points is required to pass the course. Opportunities to repeat missed or insufficiently completed partial performances cannot be offered.Attendance is compulsory (absence on two dates is possible without excuse; a third absence is only allowed with confirmation if there is an important reason).The positive grade range will be divided equally.
Examination topics
Since not all content is covered in the lecture, the accompanying study of the specified literature is required. The project work takes place within a project group. The course uses Turnitin for plagiarism checking.
Reading list
Textbook (relevant for examination)
(1) Fill, C., Turnbull, S. (2016): Marketing Communications, 7th ed., Pearson Education (7. Auflage als e-book über die Bibliothek erhältlich; 8th ed., 2019)Other books
(2) Fill, C. (2001): Marketing-Kommunikation, Pearson Studium
(3) Herkner, W. (1986): Psychologie, Springer
(4) Schweiger, G., Schrattenecker, G. (2021): Werbung, 10. Aufl., UTBJournal articles (relevant for examination)
(5) Reisinger, H., Mayerhofer, W., Milchram, M. (2002): Der Einsatz prominenter Produktbefürworter in der Werbung – Eine empirische Studie, in: transfer – Werbeforschung & Praxis, Heft 4, 35-40 (wiederveröffentlicht 2015, New Business Verlag)
(6) Grohs, R., Reisinger, H., Woisetschläger, D. (2015): Attenuation of Negative Sponsorship Effects in the Context of Rival Sports Teams‘ Fans, in: European Journal of Marketing, 49(11/12), 1880-1901
(7) Grohs, R., Reisinger, H., Wolfsteiner, E., Haas, J. (2013): At What Age and How Does Understanding of Product Placement Develop?, in: Marketing ZFP, 35(1), 22-31Presentation slides (relevant for examination)
Group 2
max. 50 participants
Language: English
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
Tuesday
03.10.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
10.10.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
17.10.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
24.10.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
07.11.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
14.11.
15:00 - 16:30
Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
21.11.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
28.11.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
05.12.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
12.12.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
09.01.
15:00 - 16:30
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Tuesday
16.01.
16:45 - 18:15
Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
Aims, contents and method of the course
The course seeks to critically study key concepts and theories associated with marketing communications. Also, it aims to present the variety of ways in which organizations use marketing communications, as well as the reasons behind marketing communications activities. Practical examples and main topics of scientific publications complement the theoretical background.
Assessment and permitted materials
The total performance of the course participants includes the following partial performances:
Midterm Exam (40%)
Participation (15%)
Final Exam (45%)The Midterm Exam will consist of 40 multiple-choice questions. The multiple-choice questions will be scored as follows: correct answer = 1, no/wrong answer = 0.The final exam will contain 10 multiple-choice questions and two essay-type questions, all of which need to be answered. Both the midterm exam and the final exam will be based on the textbooks, additional readings, and material covered in the various sessions.
Midterm Exam (40%)
Participation (15%)
Final Exam (45%)The Midterm Exam will consist of 40 multiple-choice questions. The multiple-choice questions will be scored as follows: correct answer = 1, no/wrong answer = 0.The final exam will contain 10 multiple-choice questions and two essay-type questions, all of which need to be answered. Both the midterm exam and the final exam will be based on the textbooks, additional readings, and material covered in the various sessions.
Minimum requirements and assessment criteria
Minimum requirements: attendance and active participation in discussions.
Attendance is compulsory throughout the semester; more than three absences will automatically result in a “Failed” grade.The assessment of the overall performance of the participants is determined as follows:
1- ≥ 80 %
2- 70 - 79 %
3- 60 - 69%
4- 50 - 59 %
5- < 50%
Attendance is compulsory throughout the semester; more than three absences will automatically result in a “Failed” grade.The assessment of the overall performance of the participants is determined as follows:
1- ≥ 80 %
2- 70 - 79 %
3- 60 - 69%
4- 50 - 59 %
5- < 50%
Examination topics
Reading the textbook chapters as well as the selected research papers is an essential part of the course (especially as preparation for the sessions!) and as important as attending lectures.
Reading list
Textbook: Fill, C., Turnbull, S. (2023). Marketing Communications: fame, influencers and agility, 9th ed., Pearson Education. ISBN: 978-1-292-40032-7Additional articles:
In addition to the textbook, selected journal articles may be used to further support students’ understanding of marketing communications. These articles will be placed on Moodle and students informed accordingly.Reading the textbook chapters as well as the selected research papers is an essential part of the course (especially as preparation for the sessions!) and as important as attending lectures.Further information will be given in the Introduction session!
In addition to the textbook, selected journal articles may be used to further support students’ understanding of marketing communications. These articles will be placed on Moodle and students informed accordingly.Reading the textbook chapters as well as the selected research papers is an essential part of the course (especially as preparation for the sessions!) and as important as attending lectures.Further information will be given in the Introduction session!
Association in the course directory
Last modified: We 20.09.2023 08:27