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International Marketing Communications

Key information

  • Module code:

    7SSMM514

  • Level:

    7

  • Semester:

      Spring

  • Credit value:

    15

Module description

This module is an advanced level of marketing were we will ask you to use your existing knowledge to better understand the concepts instead of restating them.

Let’s debunk the idea that marketing communications are only about ‘Promotion’, which is one of the 4Ps or the marketing mix variables (McCharty, 1960). It is not only advertising campaigns. It is more than that. This is why we will start with defining marketing communications and its aims and critical components.

Assessment details

Group Project (40%)

Individual Project (60%)

Educational aims & objectives

  • Analyse and assess specific international Marketing Communication strategies.
  • Collect and interpret international data and marketing information relevant to the development of a marketing communications plan.
  • Define and interpret the meaning of international Marketing communication in the context of the four non-personal marketing communication tools.
  • Evaluate, compare and contrast selected individual components of the communications mix.
  • Understand communication theory and how it applies to the development of international marketing communication campaigns.
  • Understand the nature of marketing communications as a concept and a process.

Learning outcomes

On successful completion of this module, you will be able to:

  1. Link the theoretical and practical tenets of international marketing communications to the managerial contexts likely to be faced by practitioners.
  2. Develop a comprehensive understanding and knowledge of the means by which the various elements of communications activity can be integrated.
  3. Appreciate the concepts and components of Integrated Marketing communication (IMC) and Marketing Communications.
  4. Understand the role of Marketing Communications and the inter-relationship between the goals of the client and the agency.
  5. Be able to appreciate and distinguish the main non-personal marketing communication tools of Advertising, Public Relations, Sales & Promotion and Direct Marketing.

Teaching pattern

Across the semester teaching is expected to comprise of:

  • 30 hours combination of lectures, cases and in-class exercises

You will also be expected to spend time preparing for classes and working on the assessment tasks each week. The combined hours of classes and independent learning should equate to at least 15 hours a week.

Suggested reading list

The module uses a number of specialist journal articles and book chapters. For an overview of the types of subjects covered in the module, the following book is recommended:

Egan, J Marketing Communications, 3rd Edition (2019) SAGE Publications Ltd

Department

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.