Structure of Lecture Marketing Communications

Chapter and page number of the ebook Required reading

0. Introduction
about the lecture, exam,…

1.      What is Marketing?

1.1 Definition of Marketing

1.2 Put in context of today

2. Marketing Communication 1_and_2_Marketing_add_on.pdf

2.1 Definition
2.2 What is MC? [ Background/Context  WHY]
2.3 Marketing Mix

2.4 Communication Situation (Analysis)

2.4.1 Communication Model Chapter 5: pdf p. 142-198
2.4.2 Media Analysis Chapter 10-13: pdf p. 303-464 2_4_Communication_Situation_add
2.4.3 selected
2.4.4 Future developements
methods of strategic analysis (SWOT, Positioning, ProductLifeCycle, BCG- - _on.pfd
Matrix, C-PEST, Image-Analyse) -
2.5 Planning Process
2.5.1 The Planning Process Chapter 8+9: pdf p. 240-303 2_5_Planning_Process_add_on.pdf
2.5.2 Budgeting Part 4: pdf p. 198-240
2.6 Goals and Objectives
2.6.1 Target Audience
2_6_Goals_and_Objectives_add_on
2.6.2 Corporate Identity
.pdf
2.6.3 Branding
2.6.4 Goals and Objectives
2.7 Communication strategies
2.7.1 Introduction
2.7.2 Market segmentaion 2_7_Communication_Strategies_ad
Chapter 8+9: pdf p. 240-303
2.7.3 Audience d_on.pdf
2.7.4 Positioning strategy
2.7.5 Intergation intp planning process
2.8 Integrated Marketing Communication
2.9 Internal vs. External Marketing
2.9.1 Internal Marketing
2.9.3 External Marketing
2.9.3 Interactive Marketing
2.10 The Communication Mix/Promotional Tools Chapter 19: pdf p. 620-657
2.10.1 Advertising Chapter 8-12: pdf p. 240-353
2.10.2 Sponsoring
2.10.3 Public Relations
2.10.4 Sales Promotion
2_10_Communication_Mix_add_on
2.10.5 Fairs/Exhibitions
.pdf
2.10.6 Stakeholder
2.10.7 Personal Selling Chapter 18: pdf p. 598-620
2.10.8 New Media Chapter 15: pdf p. 488-514
2.10.9 Direct Marketing Chapter 14: pdf p. 464-488
2.10.10 Viral Marketing
2.11 Online Media Chapter 15: pdf p. 488-514
2.11.1 The internet
2.11.2 Social Media
2.11.3 Traditional vs. Digital media
2.11.4 Future technologies
2.12 International Aspect
optional (not relevant for the
exam)
Chapter 20: pdf p. 657-709
3.      Summary + Revision
Planning for exam