Modiwl ASB-4521:
International Marketing Communication

Ffeithiau’r Modiwl

Rhedir gan Bangor Business School

15.000 Credyd neu 7.500 Credyd ECTS

Semester 1

Trefnydd: Dr Georgina Smith

Amcanion cyffredinol

To examine the processes by which an integrated marketing communications program is planned, developed and executed; and to examine the environment in which advertising and promotion take place and the various regulatory, social and economic factors that affect an organisation’s integrated marketing communications program.

Cynnwys cwrs

The module content includes an introduction to International Marketing Communication (MarCom). This includes MarCom’s communication challenges and objective setting as well as the fundamentals of MarCom decisions (targeting and positioning). Models and theories on communication are covered as well as a range of MarCom tools (e.g., advertising, social media). Strategic decisions such as whether or not to adopt standardisation across different countries or regsions are also considered. Finally the module includes a focus on evaluating MarCom effectiveness.

Meini Prawf

da

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.

High Standard:
Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills

ardderchog

A- to A* (70% +) An outstanding performance, exceptionally able. The 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.

trothwy

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.

Canlyniad dysgu

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

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

  3. Develop a creative marketing communication plan.

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

Dulliau asesu

Math Enw Disgrifiad Pwysau
Individual Assignment 40.00
Exam 60.00

Strategaeth addysgu a dysgu

Oriau
Private study 120
Lecture

One 3-hour lecture per week.

 30

Sgiliau Trosglwyddadwy

  • Hunanreolaeth - Gallu gweithio mewn ffordd effeithlon, prydlon a threfnus. Gallu edrych ar ganlyniadau tasgau a digwyddiadau, a barnu lefelau o ansawdd a phwysigrwydd
  • Archwilio - Gallu ymchwilio ac ystyried dewisiadau eraill
  • Adalw gwybodaeth - Gallu mynd at wahanol ac amrywiol ffynonellau gwybodaeth
  • Dadansoddi Beirniadol & Datrys Problem - Gallu dadelfennu a dadansoddi problemau neu sefyllfaoedd cymhleth. Gallu canfod atebion i broblemau drwy ddadansoddiadau ac archwilio posibiliadau
  • Dadl - Gallu cyflwyno, trafod a chyfiawnhau barn neu lwybr gweithredu, naill ai gydag unigolyn neu mewn grwˆp ehangach

Sgiliau pwnc penodol

  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Ability to work with people from a range of cultures.
  • Articulating and effectively explaining information.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.

Adnoddau

Rhestr ddarllen

Reading List

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