MSc Marketing Communications

MSc Marketing Communications

Location:  Monheim am Rhein, Germany
Start Date:  Contact Centre
Courses Info
Course Information

This specialist programme is delivered by Akademie für Unternehmensmanagement in German and is open to MBA graduates.


Akademie für Unternehmensmanagement

Rheinpromenade 3
40789 Monheim am Rhein,

Tel: +49 21 73 59 69 100
Fax: + 49 21 73 59 69 102
Contact: Dr. Hubert Shaefer

The module will be delivered in intensive presence blocks in part-time, in which the emphasis is not only on traditional lectures, but also on examples of best practice in which high levels of interaction between lecturers and students are the decisive elements of teaching and learning. Additional contemporary learning methods, including non-assessed presentations may complete the student-centred focus on participants’ individual achievements.

Programme Content

1. Effective Marketing Communications

Indicative Content

Marketing communications and its relationship to modern business and marketing strategies and objectives:
  • The different types of marketing communications
  • The various roles performed in the marketing mix
  • The evaluation of this contribution at an individual and integrated level
  • Models of communication that underpin this activity (e.g. hard or soft theory, 
persuasion, salience, involvement, sales response)

Intended Learning Outcomes

On successful completion of the module, the student will have demonstrated:
  • A systematic understanding of the different types of marketing communications and their roles in modern business and marketing practice
  • A comprehensive understanding of marketing communication campaigns to allow detailed analysis of the appropriate techniques.
  • Originality in the application of knowledge, together with a practical understanding of the planning, management and evaluation of marketing communication campaign via critical evaluation of research, and the effective application of theory to practice.
  • A comprehensive understanding of the linkage between external and internal marketing communications and their relationship with business structure and culture
  • A conceptual understanding of how marketing communications links to consumer behavior, the management of the commercial communication process and marketing research.

2.  Marketing Research & Analysis

Intended Learning Outcomes

On successful completion of the module, the student will have demonstrated:
  • The ability to conduct research into issues in the marketing communications industry including a familiarity with a range of business data, research sources and appropriate methodologies, and for such to inform the overall learning process.
  • The ability to acquire and analyse data and information, to evaluate their relevance and validity, and to synthesise a range of information in the context of marketing communications.
  • A systematic and conceptual understanding of the market research industry, and issues that impact on how research is conducted for the purposes of marketing and marketing communications

3. Markets and Strategy

This module aims to use theory, research and best practice to explore strategy formulation, evaluation and implementation in a german, international and global context. A range of different organisational contexts will be considered, including product and services, for profit, not for profit and public sector.

Indicative Content

  • Nature and integration of corporate, strategic business unit and functional strategies.
  • Tools, techniques and frameworks for conducting strategic analysis, choice and decision- making .
  • Concepts of and approaches to the formulation and implementation of corporate strategy in organisations: internal and external drivers.
  • Role and strategic contribution of the value chain to core competencies and core business. Identifying and leveraging sources of competitive advantage.
Rationale for growth via organic development, mergers, acquisitions and strategic alliances. Strategic issues for international marketing.
  • Relationship and interaction between leadership and strategy development.
  • Relationship management of customers and stakeholders.
  • Examine the development and impact of international trade and trading institutions such as the WTO.
  • Assess the ongoing impact of Multinational Corporations on business and their host economies.