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NBS8510 : International Marketing Communications Management

  • Offered for Year: 2024/25
  • Module Leader(s): Professor Natalia Yannopoulou
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


To introduce students to the theory and practice of International Marketing Communications Management.

This module assumes no pre-knowledge of marketing communications. It will provide an introduction to communications theory and illustrate practice with international case studies and guest lectures. Examples will be used from a wide range of sectors.

Outline Of Syllabus

-Analysing the environment of International Marketing Management Communications
-Integrated marketing communications I: Advertising
-Integrated marketing communications II: P.R., Sponsorship, personal selling, sales promotions, direct marketing, product placement
-Planning for International Marketing Management Communications
-The role of traditional media
-The role of new media
-Current debates and trends in international marketing communications
-Ethics in international marketing communications

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Scheduled Learning And Teaching ActivitiesLecture92:0018:00PiP lectures
Guided Independent StudyDirected research and reading130:0030:00Equivalent to 3 hours per teaching week
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00PIP seminars
Guided Independent StudyIndependent study119:0019:00Independent study
Jointly Taught With
Code Title
NBS8910International Marketing Communications Management
Teaching Rationale And Relationship

The Scheduled Learning And Teaching Activities include a combination of in-person and online lectures aimed at outlining marketing communications theories and models and are supported by a wide range of examples and illustrations from international marketing practice.

Lectures will be supplemented by in-person small group teaching sessions, focused on applying the theory to practice and clarifying students’ queries. Additionally, students will gain a more in-depth understanding of theory and examples through the guided independent study materials provided.

Two follow-up scheduled teaching sessions are reserved for the pre-assessment clinic and the end of module Q&A, for the instructor to provide formative assessment to students, summarise the module learning outcomes and answer student questions.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination902A100In-person exam.
Exam Pairings
Module Code Module Title Semester Comment
International Marketing Communications Management2Dual Award Shadow module
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Written exercise2MN/A
Assessment Rationale And Relationship

The summative assessment is one unseen exam (90 minutes) at the end of Semester 2, worth 100% of the overall module mark. Students are required to answer two questions from a choice of three. The exam is in essay format.

In the case of an alternative assessment for semester 2 (100% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

The formative assessment is an answer plan to a mock exam question (150 words). Students will receive formative feedback on their answer plans to inform their exam preparation.

Reading Lists