Universität Wien

040252 KU Special Topics in Marketing: Marketing: Marketing Communication 1 (MA) (2024W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

Moodle
Th 28.11. 13:15-14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock

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).

Details

max. 50 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Thursday 10.10. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 17.10. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 24.10. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 31.10. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 07.11. 13:15 - 14:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Thursday 14.11. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 21.11. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 05.12. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 12.12. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 09.01. 13:15 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 16.01. 13:15 - 14:45 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock

Information

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

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 the exam)
(1) Fill, C., Turnbull, S. (2016): Marketing Communications, 7th ed., Pearson Education (7. Auflage als e-book über die Bibliothek erhältlich; 8th ed., 2019)

Additional reading
(2) Fill, C. (2001): Marketing-Kommunikation, Pearson Studium
(3) Herkner, W. (1986): Psychologie, Springer
(4) Schweiger, G., Schrattenecker, G. (2021): Werbung, 10. Aufl., UTB

Journal essays (relevant for the exam)
(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), 22-31

Presentation slides (relevant for the exam)

Association in the course directory

Last modified: We 28.08.2024 11:25