MCM Curriculum position level Contact hours - ECTS Teaching/learning mode Examination

Module title: Marketing & Communication Management 2. Semester Advanced 3 contact hours 5 ECTS Integrated course At

9 ECTS

Course content

Literature recommendations

least two examinations Marketing Management Market analysis Marketing controlling and evaluation Event marketing Promotion / Advertising (Print, Radio, TV) Sales Promotion Direct Marketing Public Relations Key Account Management Chaffey, D. (2006): Internet Marketing: Strategy, Implementation and Practice. Prentice Hall. Charlesworth, A. (2009): Internet Marketing. A Practical Approach. Elsevier. Combe, C. (2006): Introduction to E-business. Management and Strategy. Elsevier. Chaffey, D. (2008): eMarketing eXcellence, Third Edition: Planning and optimising your digital marketing. Elsevier. Hanson, W. / Kalyanam, K. (2007): Internet Marketing & e-Commerce. Thomson. Kotler, P., Bowen, J. & Makens, J. (2005). Marketing for Hospitality and Tourism. Upper Saddle River: Prentice Hall International. Laudon, K.C. / Traver, C. G. (2008): e-commerce. business. technology. society. Pearson. McCabe, S. (2009): Marketing Communications in Tourism & Hospitality. Concepts, Strategies and Cases. Butterworth-Heinemann. Pickton, D. & Borderick, A (2011). Integrated Marketing Communications. Upper Saddle River: Financial Times Prentice Hall. Pike, S. (2008). Destination Marketing: An Integrated Marketing Communication Approach. Amsterdam: Butterworth-Heinemann. Sweeney, Susan (2000): Internet Marketing for Your Tourism Business: Proven Techniques for Promoting Tourist-Based Businesses over the Internet. Maximum Press

Ctd.

Fachzeitschriften: Information and Communication Technologies in Tourism. Proceedings of the ENTER conferences. Springer (published annually since 1994) American Marketing Association (Ed.). Journal of

International Marketing. (published quarterly) Travel and Tourism Research Association (Ed.). Journal of Travel Research. (published bimonthly)

Learning outcomes: Der Studierende Competences Is able to develop effective marketing concepts and plans for operators in tourism and leisure management Is able to choose from a variety of communication channels with regard to target groups, themes, products and is able to choose the specific channels Has an profound overview on communication and distribution channels and can combine these channels to optimal marketing portfolios Is able to develop realistic target systems for marketing and communication for products, projects and entreprises Knows systems of marketing controlling and can adapt those to concrete projects Is able to evaluate marketing measures on the basis of target criteria Knows possibilities of marketing and communication offered by interactive media (social media) and is able to use these channels for entreprises Is able to explain advantages and disadvantages of basic marketing and communication models Masters the most important technologies for planning, implemenatation and measuring of e-marketing campaigns Is familiar with measures and usability-criteria for search engine optimization and search engine marketing Understand the relevant ethical and legal frameworks in relation to e-marketing activities