Excellence in
Management
Education

Title
MBA 2011 Communication and Advertisement Management
Contacts hour per week
2.0
Lecturer
Hoyer, Wayne
Language
Content
WHAT THIS COURSE IS ABOUT
The objective of Consumer Behavior and Marketing Communications is to provide an overview of the components and considerations involved in marketing communications strategy decisions. In order to accomplish this goal, one must first understand the consumer (or the recipient of the communication efforts). Thus, the first part of the course will consider the basic principles underlying consumer information processing and decision making and how marketing communication efforts can influence this process. The second part of the course will focus on some individual elements of the marketing communications mix (advertising, internet marketing, direct marketing, and public relations) and how these elements are combined into a marketing communications campaign.

TOPICS:

1. Introduction to Marketing Communications
a. Definitions
b. Critical Factors Affecting Marketing Communications
c. Marketing Communications Tools

2. Information Processing
a. Concept of Involvement
b. Exposure
c. Attention
d. Reception - Comprehension and Cognitive Responses

3. High Effort Decision Making
a. Role of Memory
b. The Decision Making Process
c. How to Influence the Decision Process Through Marketing Communications

4. Low Effort Decision Making
a. Repetition and Classical Conditioning
b. The Decision Making Process
c. How to Influence the Decision Process Through Marketing Communications

5. Defining the Target Market and Positioning
a. Ways of Defining the Target Market
b. Ways of Positioning the Product/Service

6. Direct Marketing
a. Key Aspects
b. Internet Marketing
c. Other Direct Marketing Tools (catalogues, direct mail, home shopping networks, infomercials, telemarketing)

7. PR and Publicity
a. Characteristics
b. Reactive vs. Proactive PR
c. PR tools (press releases, features stories, sponsorships, getting into entertainment, cause marketing, corporate advertising
Prerequisites
Basic Marketing Knowledge.
Course description
WHY THIS COURSE IS IMPORTANT FOR YOU
In today's highly competitive business environment, it is increasingly the case that those companies who better understand their customers are more competitive and gain a differential advantage in the market. This occurs because this understanding enables these companies to provide more value to their customers and develop stronger long term relationships. Marketing communications are a key tool that marketers use to communicate this value to customers. However, to communicate effectively, one must understand how customers process these communications and how they can potentially influence their decision process. Therefore the goals of this course are to help students to develop an understanding of:
How consumers process marketing communications (in terms of exposure, attention, and reception)
How the critical concept of involvement influences information processing and decision making
How consumers make decisions when involvement is high and how marketing communications can influence this process
How consumers make decisions when involvement is low and how marketing communications can influence this process
Key strategic tools for communicating with consumers including advertising, the internet, direct marketing, and public relations
Teaching methods
Lecture
Theories
Theories from Consumer Behavior and from Communication.
Literature
Will be announced at the beginning of class.
Further literature
Will be announced at the beginning of class.
Method of examination
Grade based on an in-class, written essay exam which covers the major topics in the course. There will be in-class discussion and exercises.
Exam 70%
In-class exercises 30%
Total 100