Overview

This module examines the complex nature of International Marketing Communications (MarCom) and how marketers can successfully communicate with their target audiences. The module examines MarCom challenges, objective setting, and the fundamentals of MarCom decisions, including effective targeting and positioning.

Models and theories of communication are explored along with the effective use of various MarCom tools (e.g., advertising, social media). Strategic decisions such as whether or not to adopt standardisation across different countries or regions are also considered. Finally the module includes a focus on evaluating MarCom effectiveness.

• Introduction to international marketing communication • MarCom’s communication challenges and objective setting • Fundamentals of MarCom decisions: Targeting and positioning • Models and theories of communication • The role of the message • Advertising: Traditional and social media • Sponsorship and PR • Evaluation of international marketing communication programmes • Standardisation vs adaptation

Assessment Strategy

A- to A* (70% +) An outstanding performance with relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

B- to B+ (60-69%) Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

C- to C+ (50-59%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

Learning Outcomes

• Apply managerial judgement and analytical and critical skills to promotion problems.

• Apply the techniques used by marketers in developing international marketing communications.

• Develop a creative marketing communication plan.

• Understand and critically evaluate the theories and principles underlying marketing communication practice.