By the end of this course the students should:
explain how integrated marketing communication can contribute to the success of internationally operating businesses
identify country- and region-specific differences that have a potential impact on the design of marketing messages and on the choice of marketing communication strategies
design marketing communication strategies for specific product/market combinations
assess the adequacy of using marketing messages and promotional tools in different cultural contexts

Not applicable

This course provides an overview of the tools and strategies that can be used for communicating marketing messages in an international context.

The influence of the legal and cultural environment on international marketing communication
The communication process
Standardization versus adaptation in global marketing communication
Communication messages and advertising appeals in different international markets
Coordinating integrated advertising and promotional activities in an international context
Planning the international communication strategy and concrete communication actions
Evaluating the effectiveness of international marketing communication activities

Baack, D. W., Harris, E. G., & Baack, D. E. (2012). International Marketing. Thousand Oaks, CA: Sage Publications. (Chapter 13: Globally integrated marketing communication)

Hollensen, S. (2013). Global Marketing. 6th ed. Harlow: Pearson. (Chapter 27: Communication decisions (promotion strategies).

Usunier, J.-C. & Lee, J. A. (2013). Marketing Across Cultures. 6th ed. Harlow: Prentice Hall.

Shimp, T. A. & Andrews, J. C. (2013). Advertising, Promotion, and other Aspects of Integrated Marketing Communications. 9th ed. Mason, OH: South Western Cengage Learning.

Lecture, discussion, case studies

Class participation: 20%
Exam: 80%