International Marketing Communications (5cr)

Evaluation scale

0-5

Content scheduling

w 7 Course introduction, basic concepts, building teams.
w 8 Integrated marketing coms in theory and action: Buyer personas and content mapping. Group work assignment.
w 9 Holiday, no lesson
w 10 Tools of marketing coms (traditional & digital)
w 11 Brand elements, naming and cultural issues.
w 12 Brand identity models
w 13 No lesson, time to work on your group work
w 14 Presentations of the group work
w 15 Closer look at different communication media: press release, case study, white paper and blog. Hints for exam. Course feedback
w 16 Video lesson on blogging
w 17 Time to work on your blogs
w 18 1. possibility to take the Exam.
w 19 2. possibility to take the Exam. Deadline for blogs
w 20 3. possibility to take the Exam. Deadline for peer reviews on blog

Objective

The object of the course
Having taken the course, you will be able to plan marketing communication and make contents for international brands. You understand the basics of building brands and how to plan communication for the different buyer personas in different stages of buying process. You will also try out your skill of creating contents for of a blog.
Course competences
Business competence: The students know the central theories related to this specialisation option. The students possess at least an advanced beginner’s skills in the practical tasks of the specialisation option.
Internationality and multiculturalism: Is able to communicate internationally in their work tasks.
Operating in a workplace: Is able to act professionally in communication and interaction situations at a workplace.
The learning objectives of the course
You can review, analyze and understand information available from academic and professional business sources in marketing communication field.
You will be able to apply brand building concepts and produce different kind of marketing contents in practice taking different buyer personas and buying stages into consideration.
You can communicate effectively in English in oral and written formats and and participate in multicultural teams where you demonstrate your teamwork skills.

Content

Marketing communication theories, Tools of marketing communication, Brand elements, naming and cultural issues, Brand identity building, Blogging & SEO, writing different types of business texts.

Tools used during the course: Buyer persona, content planning template, blog templates

Location and time

Mainly classroom teaching, some lessons as video study material.
Study platform in Moodle.

Materials

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

Additional materials
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.

Exam schedules

Exam will be held at the end of the course during week 18, re-exams week 19 &20

International connections

The issues discussed from multicultural viewpoint as they materialize in multinational companies. Guest lectures from international partner universities are 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 26 h
Group assignment 46 h
Independent study 63 h
Total 135 h
Average working hours 12 per week

Assessment criteria, satisfactory (1)

Sufficient 1

You attempt to analyze and evaluate academic and business information relevant to marketing communication.
You show some but narrow skills in applying brand concepts and producing marketing contents in practice.
You are able to transmit to a limited extent your and your team’s ideas and findings in English. You participate in multicultural teamwork to a limited extent.

Satisfactory 2
You have some ability to analyze and understand academic and business information relevant to marketing communication.
You can ideate brand concepts and produce marketing contents in practice in a given situation, but the approach is not supported with argumentation.
You are able to get your main message through when presenting your and your team’s ideas and findings in English. You show some skill in participating productively in inter- and multicultural setting and teamwork

Assessment criteria, good (3)

Good 3
You are able to evaluate relevant academic and business data and consider possible approaches and outcomes in marketing communication field.
You can ideate brand concepts and produce marketing contents in practice in different situations with justifications.
You are able to create and present your and your team’s ideas and findings in English.
You know how to contribute in a productive way in inter- and multicultural setting and teamwork.

Very Good 4
You are able to analyze relevant academic and business data and consider possible approaches and outcomes in marketing communication field.
You propose well justified brand concepts and produce good quality marketing contents in practice.
You can work and communicate your and you’re your team’s ideas and findings professionally in English. You show self-critical skills in participating productively in inter- and multicultural setting and demonstrate teamwork skills.

Assessment criteria, excellent (5)

Excellent 5
You have the ability to critically review, analyze and understand relevant information available from academic and professional business sources in marketing communication field.
You can apply well justified brand concepts and produce high-quality marketing contents in practice.
You argument and present your and your team’s ideas in a convincing manner in English. You have assessed thoroughly your contribution in inter- and multicultural setting and possess team working skills.

Qualifications

Basics of marketing

Further information

Grade is made out of the following parts:
Exam 50 %
Group assignment 40 %
Individual written assignment 10 %
All parts must be passed in order to get a grade from the course.
Assessment on the scale 1-5