International Marketing Communications (5 cr)

Evaluation scale

0-5

Objective

Upon completion of this course a student will be able to

• employ theoretical and conceptual knowledge to identify and analyse business problems in global context (KU1)
• communicate effectively in English in oral, written and electronic formats using communication and information technology for business applications, and is able prepare and present reports. (TS1)

Content

The course offers insight into marketing communication of international brands discussing building of brand concepts. Student will also acquire an understanding the different roles of marketing communication channels, both digital and traditional and how to best utilize them in brand building. Students will also learn to create marketing contents in practise.

Materials

Fill, C. 2013. Marketing Communications. Brands, experiences and participation. 6th ed. Pearson/Prentice Hall
Lecture material

Additional literature:
De Pelsmacker, P., Geuens, M. ja Van den Bergh, J. 2007. Marketing Communications: A European Perspective. 3rd ed. Prentice-Hall.
Keller, K.L. 2012. Strategic brand management.2nd ed.Harlow, England : New York : Financial Times/Prentice Hall

Teaching methods

Lectures, group assignment and Independent study. Mainly class room teaching, some lessons as video study material. If Covid-situation does not allow class room teaching all the teaching will be done via Zoom-webinars. Students will be informed about possible changes by e-mail before starting of the course.
Study platform in Optima.

Exam schedules

Exam will be held at the end of the course during week 19, re-exam week 20.

International connections

The issues discussed in multicultural viewpoint as they materialize in multinational companies. Guest lectures from international partner universities possible.

Completion alternatives

Recognition of Prior Learning and Experience
Accreditation
Recognition of informal learning
Studification

More information in the degree regulations and the study guide.

Student workload

Lectures 20 h
Group assignment 46 h
Independent study 69 h
Total 135 h

Assessment criteria, satisfactory (1)

Sufficient 1
Knowledge and Understanding: The student is able to demonstrate the basic theoretical and conceptual knowledge. Central concepts have are defined vaguely. The student is able demonstrate command of the key concepts of subject area. 
Transferable skills: The student ability to communicate in English both in oral and written format is very limited and is not able to prepare and present reports in an effective manner.

Satisfactory 2
Knowledge and Understanding: The student is able to give some evidence on his/her theoretical and conceptual knowledge. Central concepts have been defined partly. The student displays only superficial knowledge of the subject area. 
Transferable skills: To some extent the student is able to communicate in English both in oral and written format and is able to prepare and present reports fairly well.

Assessment criteria, good (3)

Good 3
Knowledge and Understanding: The student knows the theoretical and conceptual frameworks related to international marketing communications. Central concepts have been defined well. The student displays a fairly good command of the subject area.
Transferable skills: With some assistance, the student is able to communicate in English both in oral and written format and is able to prepare and present reports well.

Very good 4
Knowledge and Understanding: The student demonstrates solid and right theoretical and conceptual knowledge. Central concepts have been defined with accuracy. The student displays a good command of the subject area.
Transferable skills: The student possesses very good skills in communicating effectively in English both in oral and written format and is able to prepare and present reports very well.

Assessment criteria, excellent (5)

Excellent 5
Knowledge and Understanding: The student demonstrates his/her theoretical and conceptual knowledge in detail. Central concepts have been defined with precision. The student displays a clear command of the subject area.
Transferable skills: The student possesses advanced skills in communicating effectively in English both in oral and written format and is able to prepare reports and present them fluently.

Qualifications

Completed basic business and management studies.

Further information

Exchange students 5
Grade is made out of the following parts:
Exam 50 %
Group assignment 40 %
Individual written assignment 10 %