level of course unit
Consolidation
Learning outcomes of course unit
The students are able to analyze and evaluate a media plan. In addition to knowledge of marketing planning, the analysis of target groups and the market situation, students acquire the ability to define communication targets for advertising campaigns, to transfer these into media targets and to develop a media strategy using the media mix, to calculate the advertising budget and to take measures to monitor success. The knowledge of classic and new media channels, their benefit criteria and effects on the target group in an economic approach qualifies them for media planning and quality control.
prerequisites and co-requisites
MGL mode
course contents
The course Advertising and Media Planning as ILV deals in detail with the different “Above the line” and “Below the line” media and communication channels. Both classical media (e.g. print, TV, radio, out-of-home) and new media (e.g. Internet, social media) are processed on the basis of different points of view: (Origin) history, field of application, advertising effect, usage criteria,
Media usage behavior, as well as advantages and disadvantages from different user perspectives.
The competitive environment and costs are examined in detail so that the results can then be used efficiently and effectively in media planning. A thematic focus is the media of classical advertising.
After the students have become familiar with the most important key figures of the media market (e.g. circulation, reach, average contacts (OTS), media weighting (GRP)), media planning is treated as a practical counterpart to theoretical preparation using appropriate examples.
recommended or required reading
•Bak, PM (2019). Advertising and consumer psychology: An introduction, Stuttgart: Schäfer-Poeschel.
• Felser, G. (2015). Advertising and Consumer Psychology, Heidelberg: Springer Gabler.
• Schnettler, J., and Wendt, G. (2015). Planning advertising and communication. Berlin: Cornelsen.
• Decker A (2019). The Social Media Cycle, Wiesbaden: Springer Gabler.
•Grabs, A., Bannour, K.-P., and Vogl, E. (2018). Follow me!: Successful social media marketing with Facebook, Instagram and Co., Bonn: Rheinwerk Computing.
•Katz, H. (2019): The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying, Fifth Edition, London: Routledge
assessment methods and criteria
Case study and presentation
language of instruction
German
number of ECTS credits allocated
3
eLearning quota in percent
15
course-hours-per-week (chw)
2
planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
semester/trimester when the course unit is delivered
4
name of lecturer(s)
will be available soon
recommended optional program components
none
course unit code
MMT1
type of course unit
integrated lecture
mode of delivery
Compulsory
work placement(s)
none
2023-06-13 23:25:17
#Advertising #Media #Planning
