International Marketing Communication

This post is part of a series about teaching in the International Business Bachelor’s Programme at The Hague University of Applied Sciences from 2015-2020.

From 2016-2017, I was one of the lecturers in the IMC – International Marketing Communication or Integrated Marketing Communication.

Description from the study guide:

This course presents the techniques, supporting theories and the strategic and tactical decision making processes involved in integrated marketing communications. Integrated marketing communications means integrating all promotional tools along with other components of the marketing mix to gain edge over a competitor. Promotional activities include advertising (by using different media), sales promotions, personal selling, internet and social media, direct marketing, sponsoring, public relations and non-traditional marketing. This course will cover all these activities, both from a theoretical and practical point of view.

The learning objectives were:

  • The student is aware of recent international developments in marketing communications
  • Understanding all the different options in the promotion mix. Be able to choose the most effective and efficient marketing communications strategy, while taking into account he complete marketing mix and budget restrictions
  • The ability to make an effective marketing communications media-and PR-plan for a company
  • The ability to co-operate within a group, elaborate on the input of others, show a good command of English in written reports and oral presentations
  • Understanding the ethical implications in the field of marketing communications

The test forms were:

  • Written exam (60%)
  • Graded assignments (40%)

Teaching and learning strategy:

  • Lectures (2 hours per week for 7 weeks)
  • Workshops (2 hours per week for 7 weeks)
  • Self-Study (5 hours per week for 10 weeks)

Topics covered:

  • Brand Management
  • Buyer Behaviour
  • The IMC Planning Process
  • Advertising Campaign Maagment
  • Public Relations
  • Advertising Design
  • Traditional Media Channels
  • Alternative Marketing
  • Sales Promotions
  • Digital Marketing
  • Social Media/Database/Direct Response

The four group assignments:

  • Collect observations & insights, positioning test case using a TOWS matrix
  • Creative Brief
  • PR Plan & Press release
  • Media Plan

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