Trends in Marketing & Communication
Niveau
1. Master cycle
Learning outcomes of the courses/module
The contents of this ILV are not fixed, but are adapted to the currently prevailing trends, which determines the acquisition of skills. Exemplary areas to be covered are:
The participants:
• know specific trends in marketing & communication and deepen their knowledge in selected areas
• know current practical issues in the field of marketing and their areas of application
• can link previously acquired knowledge in management with the trends marketing, reflect critically and analyze their fields of application
• can bring acquired knowledge into a discussion
• can reflect and evaluate activities of experts from business and science
• are able to develop innovative solutions for marketing challenges
• are proficient in methods for the successful implementation and evaluation of marketing projects
Prerequisites for the course
none
Course content
The contents of this ILV are not fixed, but are adapted to the currently prevailing trends. Content examples may include:
• Neuromarketing, Advertising and NLP
• Monetary Brand Evaluation
• Customer Experience Management
• Social Media Marketing
• Content Marketing
• Data-driven Marketing
• Omnichannel strategies
Recommended specialist literature
The recommended reading is structured according to the selected trend topic
Assessment methods and criteria
Portfolio work
Language
German
Number of ECTS credits awarded
6
Share of e-learning in %
35
Semester hours per week
3.0
Planned teaching and learning method
ILV (Blended Learning, Inverted Classroom)
Semester/trimester in which the course/module is offered
3
Name of lecturer
n.N.
Academic year
Key figure of the course/module
11_TMK
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none