Global Communication Strategies

Sustainable Development Goals (SDG)

• 4. Quality education
• 5. Gender equality
• 12. Responsible consumption and production

Objectives

In this course we will explore the world of advertising in the way that we will all experience it in the future: global competition and worldwide markets; technological revolutions; and advertising for brands under very different cultural, regulatory, and competitive conditions.

Today's marketers search the globe for potential target audiences and often find persons whose culture, values and beliefs are distinctive, and who will as a result, respond quite differently to advertising appeals.

The challenge in this rapidly changing global marketplace is the need to find information about competitors, consumers, media audiences, accepted cultural practices, and reactions to advertising in locations not familiar and for which our "customary" sources of information are inadequate at best.

Issues of ethical and corporate responsibility by multinational advertisers operating in developing and lesser developed nations have raised new concerns about globalization and its varying influences, both positive and negative, on different societies.

Gaining understanding in cultural difference and risk-assessment are increasingly being demanded of the 21st century marketing communicators.

Multinational advertising and strategic marketing communication organizations hunger for employees who are bi-/tri-lingual. The future demands that communication professionals think strategically and operate responsibility in a global environment.

It is important to understand the place of advertising in relation to other forms of marketing in our global society in order to ground our business-based understanding of the ad world. We will study advertising as one part of integrated branding. A balanced coverage of communication tools - advertising, event marketing, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications will be provided.

Learning outcomes

Under review. Pending publication

Content

1. Integrated marketing communications (IMC)
2. How does communication take place?
   1. What is an integrated marketing communications program?
   2. Are there any new trends affecting marketing communications?
   3. How does an integrated marketing communications program create value?
   4. What are the components of an integrated marketing communications program?
   5. What does the term GIMC mean?
3. Brand and corporate image management (I)
   1. How does a corporate image affect consumers, other businesses, and the company itself?
   2. What elements are involved in identifying, creating, rejuvenating, or changing a corporation's image?
   3. What are the different types of corporate names?
   4. What are the characteristics of effective logos?
4. The IMC planning process
   1. How can the three Cs of the IMC planning context form the basis for an effective advertising program?
   2. What categories are used to identify consumer target markets or market segments?
   3. What categories are used to identify business-to-business market segments?
   4. How do the various approaches to positioning influence the selection of target markets?
   5. How do the various marketing communications objectives interact with the other elements of an IMC planning process?
   6. What are the relationships between communications expenditures and company sales?
   7. What types of marketing communications budgets may be used when developing the IMC planning program?
   8. In addition to advertising, what other IMC components are selected as part of the IMC planning process?

Evaluation

Various elements are considered when determining your final grade. The instructor explains in detail the content, criteria and specific requirements for all assessment categories but the basic breakdown is as follows:

• 10%: Class participation
• 15%: Case study and analysis
• 15%: Individual presentation
• 20%: Group presentation
• 20%: Midterm exam
• 20%: Final exam

The content and specific instructions for all assessment categories are explained in detail, and the topics or cases for your individual and group presentations are assigned at the beginning of term, considering your personal interests, experience and areas of specialisation. However, when deciding class participation grades, traditional criteria such as attendance, punctuality, preparation, completed reading before class, interactive group work and active, meaningful participation are all considered.

Methodology

• In-class lecture and discussion
• Independent self-study reading
• Case study
• Students presentations
• Field study visits
• Business films and documentaries
• Research
• Group case studies

Bibliography

Key references

• Conaway, W. (1994). Kiss Bow or Shake Hands: How to Do Business in 60 Countries. Adams Media Corporation.
• de Mooji, M. (1998). Global Marketing and Advertising: Understanding Cultural Paradoxes. Sage.
• Gannon, M. ¡ (2001). Understanding Global Cultures (2 ed.). Sage.
• Philip Jones, J. (2000). International Advertising: Realities and Myths. Sage.
• Toland, K., Mueller, B. (2003). Advertising and Societies: Global Issues. Peter Lang Publishing.

Further reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.