Knowledge of "Marketing" and prior attendance of basic methods modules is an advantage

Interactive teaching supplemented with guest lectures from practitioners

Written exam (duration 60 minutes, 100% of the total grade)

2

Andrews, J. C., Shimp, T. A. (2025). Advertising, Promotion, and other aspects of Integrated Marketing Communications, 11th edition, Cengage.
Burmann, C., Riley, N. M., Halaszovich, T., Schade, M., Klein, K., & Piehler, R. (2023). Identity-based brand management, Springer Nature.

Mandatory and recommended readings will be shared at the beginning of the lecture.

Three-semester cycle

Students who have participated in the "Branding and Marketing Communications" module will be able to:
• explain key concepts and methods for managing brands.
• apply methods for evaluating and managing brands.
• assess the effectiveness of communication measures.
• develop optimal distributions of media budgets.
• assess key advantages and disadvantages of different communication channels.
• develop an integrated and critical understanding of brand management and integrated marketing communication against the backdrop of the current state of research.

Lecture 2 SWS (30 hours attendance & 120 hours own study)

5