Communications Management (MKT 614)

This course is designed to introduce students into the field of online marketing communications and digital communication management. The emphasis will be on the role of advertising and other promotional mix elements in the online marketing communications program of an organization. The development of a marketing communications program requires an understanding of the overall marketing process, customer behavior, communications theory, and how to set goals, objectives and budgets. Attention will be given to the various marketing communication tools used in digital marketing including online advertising, online reputation, or social media. We will examine the process by which integrated digital marketing communications programs are planned, developed and executed as wells as the various factors and considerations that influence this process.

The lectures on "Communications Management" cover the following topics:

  1. Introduction to Online Marketing Communications (Management)

    1. The Nature of Online Communications
    2. Fundamentals of Online Marketing Communications
    3. Designing an Integrated Marketing Communications Strategy

  2. Psychology of Communications

    1. Theoretical Foundation
      • Theory Development in Communication
      • Theories of Cognition and Intrapersonal Communication
      • Theories of Interpersonal Communication
      • Theories of Group Communication
      • Theories of Persuasion
    2. Perspectives on Consumer Behavior
      • Overview of Consumer Behavior and Decision-Making
      • Consumer Attitudes
      • Consumer Learning

  3. New Forms of Online Interaction

    1. Variety of New Online Communication Forms and the Digital Economy
    2. Online-Offline Interaction and the Omni-Channel World
    3. Paradigm Change in Consumption Behavior: Customer Journey and Mobile Marketing

  4. Paid, Owned and Earned Media

    1. Paid Media: Advertising and Online Advertising
    2. Owned Media
    3. Earned Media: Online Platforms
      • Classification of Online Platforms
      • Network Effects
      • Online Community and Models of Influence
      • Viral Product Features and Viral Content
      • Social Advertising and Social Targeting
      • Reputation and Reviews

  5. Economics of Online Advertising

    1. Economic Principles of Advertising Strategies
    2. Economics of Online Advertising and Multi-Channel Advertising

  6. Online Media Planning

    1. Defining Digital Marketing and Online Communications Objectives
    2. Defining the Digital Marketing Budget
    3. Introduction to Digital Media Planning
    4. Important Criteria in the Context of Digital Media Planning
    5. Evaluation of Different Digital Media

  7. Measuring the Impact of Online Communications

    1. Introduction to Performance Metrics
    2. Applying Performance Metrics in Online Communications
      • From Data to Online Marketing Metrics
      • Basic Web Metrics for Marketers
      • Creating a Web Metrics Plan
    3. Digital Marketing Case: Google Trends

This course will be offered always in spring term. Further information about this course and documents to all lectures are available on the e-learning platform ILIAS (


Further information:

Course Code:MKT 614
ECTS Credits:4
Assesment:Written Exam (100%)

Block Lectures: February 23, 2018 (8.30am - 5.00pm in Room SN 163), March 9, 2018 (8.30am - 5.00pm in Room B 244 in Building A5), March 16, 2018 (8.30am - 5:00pm in Room SN 163) and March 17, 2018 (8.30am - 5:00pm in Room SN 163)

Registration:No registration required!
Range of application:Mannheim Master in Management,
Mannheim Master in Business Research (MMBR),
M.A. Culture and Economy / Business,
M.Sc. Business Education,
M.Sc. Business Informatics,
M.Sc. Business Mathematics,
M.Sc. Economics,
Diplom Business Administration.


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