Omnichannel Marketing Communication
level of course unit
Learning outcomes of course unit
The students are able to independently create and operationalize integrated marketing concepts. They master the methods of marketing management in detail, know the advantages and disadvantages of the various communication channels (including online and e-marketing), can innovatively combine the various media and master the ability to implement the marketing methods and communication channels learned so far in the form of 360º communication. The knowledge acquired so far about the significance, usability and costs of communication channels is made applicable.
prerequisites and co-requisites
English version will be available soon
Based on the contents of the previous semesters, which dealt with both classical and new media and communication channels of internal and external corporate communication and the underlying marketing strategies, in this course the students learn the integrative combination of the different communication measures (thus also the interweaving of monological and dialogical) in theory and through case studies.
Whereas the focus in the course Advertising and Media Planning was on classical media, the more complex dialogical media are in the foreground here.
recommended or required reading
•Palmatier, R. W., Sividas, E., Stern, L. W., and El-Ansary, A. I. (2019). Marketing Channel Strategy: An Omni-channel Approach, London: Routledge Verlag.
•Bruhn, M. (2018). Kommunikationspolitik: Systematischer Einsatz der Kommunikation für Unternehmen, München: Vahlen Verlag.
•Meffert, H., Burmann, Ch., Kirchberg, M., and Eisenzeit, M. (2018). Marketing: Grundlagen marktorientierter Unternehmensführung Konzepte – Instrumente – Praxisbeispiele, Wiesbaden: Springer Gabler.
assessment methods and criteria
Case study, project work, exam, online tests
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
semester/trimester when the course unit is delivered
name of lecturer(s)
Dr. Markus Holzweber
course unit code
type of course unit