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Module ASB-4521:
Int'l Marketing Communication

Module Facts

Run by Bangor Business School

15 Credits or 7.5 ECTS Credits

Semester 1

Organiser: Ms Georgina Smith

Overall aims and purpose

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.

Course content

• Introduction to International Marketing Communication (MarCom) • MarCom’s communication challenges and objective setting • Fundamentals of MarCom decisions: Targeting and positioning • Models and theories on communication • The role of the message • Advertising: Traditional vs Social media • Other MarCom Tools • International MarCom: Standardisation versus adaptation • Evaluating MarCom Effectiveness

Assessment Criteria


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.


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


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.

Learning outcomes

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

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

  3. Develop a creative marketing communication plan.

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

Assessment Methods

Type Name Description Weight
ESSAY Individual Assignment

A 1400 words individual essay


A two hour exam


Teaching and Learning Strategy

Private study 120

One 3-hour lecture per week.


Transferable skills

  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting

Subject specific skills

  • 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.


Reading list

Reading List

Courses including this module

Compulsory in courses:

Optional in courses: