Marketing & Communication Management PT
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Advertising & Media Planning

level of course unit


Learning outcomes of course unit

The students are able to analyze and evaluate a media plan. In addition to knowledge of marketing planning, the analysis of target groups and the market situation, students acquire the ability to define communication targets for advertising campaigns, to transfer these into media targets and to develop a media strategy using the media mix, to calculate the advertising budget and to take measures to monitor success. The knowledge of classic and new media channels, their benefit criteria and effects on the target group in an economic approach qualifies them for media planning and quality control.

prerequisites and co-requisites

Modul MGL

course contents

The course Advertising and Media Planning as ILV deals in detail with the different "Above the line" and "Below the line" media and communication channels. Both classical media (e.g. print, TV, radio, out-of-home) and new media (e.g. Internet, social media) are processed on the basis of different points of view: (Origin) history, application area, advertising effect, usage criteria, media usage behavior, as well as advantages and disadvantages from different user perspectives.
The competitive environment and costs are examined in detail so that the results can then be used efficiently and effectively in media planning. A thematic focus is the media of classical advertising.
After the students have become familiar with the most important key figures of the media market (e.g. circulation, reach, average contacts (OTS), media weighting (GRP)), media planning is treated as a practical counterpart to theoretical preparation using appropriate examples.

recommended or required reading

•Bak, P.M. (2019). Werbe- und Konsumentenpsychologie: Eine Einführung, Stuttgart: Schäfer-Poeschel.
•Felser, G. (2015). Werbe- und Konsumentenpsychologie, Heidelberg: Springer Gabler.
•Schnettler, J., and Wendt, G. (2015). Werbung und Kommunikation planen. Berlin: Cornelsen.
•Decker A. (2019). Der Social-Media-Zyklus, Wiesbaden: Springer Gabler.
•Grabs, A., Bannour, K.-P., and Vogl, E. (2018). Follow me!: Erfolgreiches Social Media Marketing mit Facebook, Instagram und Co., Bonn: Rheinwerk Computing.
•Katz, H. (2019): The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying, Fifth Edition, London: Routledge

assessment methods and criteria

Case study and presentation

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


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)

Thomas Ebner, M.A.

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)