Syllabus

Title
4941 Global Marketing Communications
Instructors
Riina Koris, MBA,B.A.,Ph.d.
Contact details
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/12/15 to 03/08/15
Registration via LPIS
Notes to the course
Dates
Day Date Time Room
Monday 04/27/15 10:00 AM - 01:00 PM D2.0.030
Monday 04/27/15 02:00 PM - 04:00 PM D2.0.038
Tuesday 04/28/15 10:00 AM - 01:00 PM D2.0.038
Tuesday 04/28/15 02:00 PM - 04:00 PM D2.0.038
Wednesday 04/29/15 10:00 AM - 01:00 PM D2.0.326
Wednesday 04/29/15 02:00 PM - 04:00 PM D2.0.326
Thursday 04/30/15 09:30 AM - 01:00 PM TC.5.02
Monday 05/04/15 09:30 AM - 01:30 PM D2.0.392
Contents

The course introduces the integration process of marketing tools that maximizes advertising effectiveness by ensuring that advertising, promotions, and media work together in a strategic and effective way. It offers a thorough treatment of the practices critical to building customer relationships and brands in an international setting.

The course covers the following topics: segmenting, targeting and positioning, MC functions, advertising to build brands, brand customer touch points, events and sponsorship, creative strategies and guerrilla marketing, customer service, events and sponsorship as well as MC and ethical issues. All the topics are approached with an international perspective in mind.

Learning outcomes

(1) The aim of the case studies is to contextualize the theoretical material covered during each class and to enhance students´ critical thinking and decision-making abilities.

(2) The objective of the group presentation is to give students hands-on experience in evaluating an integrated marketing communications strategy for the chosen brand/organization.

(3) By analysing the 4 P’s, students will learn to link theoretical knowledge with practical issues and therefore develop capabilities in formulating, implementing and adapting marketing strategies in an international environment.

(4) At the end of the course, students will know how to use communication strategies in international marketing to build relationships between customers and brands.

Teaching/learning method(s)

Each lecture starts with the new material indicated in the table below.

Case studies

Group Presentations

Please see below for further details - additional information for course members.

Assessment

Case studies grading criteria

Written summaries of cases (6 in total) 10%

Active participation and case discussion (6 in total) 40%

TOTAL 50%

Group work grading criteria

Ability to point out relevant integrated marketing communication activities 5%

Ability to use integrated marketing communication related terminology 5%

Analysis of the brand in terms of the theoretical material 10%

Presentation of the group work (enthusiasm, competence) 15%

Written report 15%

TOTAL 50%

Group work presentation 50% of the total grade (15% for the written report and 35% for the presentation)

Proportions of evaluation for the course:

Case studies 10% for written summary of cases and

40% for active participation (everyday, except presentation day)

Group work presentation 50%

TOTAL 100%

Availability of lecturer(s)

In case of queries, please contact riina.koris@ebs.ee

Unit details
Unit Date Contents
1 April 27th - 10 am - 1pm

Introdution to the course and requirements.

Segmenting, Targeting and Positioning

To discuss the importance of segmenting, targeting and positioning and how organizations use these concepts to build relationships with their most valued customers

BMW Films - (Case to be read prior to class)


2 April 27th - 2 pm - 4 pm

The Marketing Communication Functions and IMC, Using Advertising and Promotion to Build Brands

To demonstrate that successful companies use many types of communication to not only win new customers, but also to keep them, and that communication is the foundation of all relationships, including the relationships we have with our favourite brands


3 April 28th, 10 am - 1 pm White Horse Whisky - (Case to be read prior to class)

4 28th April, 2 pm - 4 pm

Integrated Brand Communication Process

To demonstrate the value of a brand and to discuss how brands and brand relationships are created and maintained

The Birth of Swatch (Case to be read prior to class)

5 April 29th, 10 am - 1 pm

IMC Creative Strategies, Guerrilla marketing

To describe the importance of establishing a solid creative strategy as the basis for the development of marketing communication messages

Group: On Internet Time  (Case to be read prior to class)


6 April 29th, 2 pm - 4 pm

Customer Service, Events and Sponsorships.

+ Start Management of International Marketing Communications

To discuss the key issues related to two aspects of an IMC program that are uniquely positioned to create and enhance customer involvement with a brand:special events and customer service.

Harry Potter - (Case to be read prior to class)

7 April 30th, 9.30 am - 1 pm

Continue

Management of International MarketingCommunications

To explore and discuss the issues related to companies entering and seeking foreign markets, factors influencing foreign market entry strategies and special considerations involved in designing an international marketing mix.

IKEA - (Case to be read prior to class)


8 April 30th, 9.30 am - 1 pm

Ethical Issues in Marketing Communication

To identify critical issues in the social, ethical and legal environment that must be considered in the development of an IMC program


9 May 4th, 9.30 am - 1.30 pm Group Presentations
Last edited: 2015-03-10



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