Study Guide

Objective

The student can plan, implement and assess different methods and channels of marketing communication, understands the meaning of integrated marketing communication and the effects of the aims, target groups, overall profitability and budget.

The student manages the methods and channels in digital marketing communication and can choose them according to the situation and aim. (S)he can produce publishable contents for different media and channels.

Content

Comprehensive planning of marketing communication
Methods and channels of marketing communication
Planning and implementation of a marketing campaign
Digital marketing communication
Digital media and channels

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The student can apply the basic theories and concepts of marketing communication independently and use them logically and consistently.
The student can, on own initiative, choose the most appropriate methods, channels and theoretic backgrounds for a situation and apply them in different areas of marketing communication

Assessment criteria, good (3)

The student can use and apply the basic theories and concepts of marketing communication logically and consistently.
The student can choose the most appropriate methods, channels and theoretic backgrounds for a situation and apply them in in different areas of marketing communication.

Assessment criteria, satisfactory (1)

The student can use and apply the basic theories and concepts of marketing communication to some extent.
The student can choose appropriate methods, channels and theoretic backgrounds for a situation and apply them in different areas of marketing communication under guidance.