- Offered for Year: 2022/23
- Module Leader(s): Dr Cezara Nicoara
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
|
Semester 2 Credit Value:
|
10
|
|
ECTS Credits:
|
5.0
|
Aims
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 Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Time for students to complete formative and summative coursework & assessments |
| Scheduled Learning And Teaching Activities | Lecture | 3 | 2:00 | 6:00 | Online synchronous lectures |
| Scheduled Learning And Teaching Activities | Lecture | 3 | 2:00 | 6:00 | PIP lectures |
| Guided Independent Study | Directed research and reading | 1 | 34:00 | 34:00 | Equivalent to 3 hours per teaching week |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | PIP seminars |
| Guided Independent Study | Independent study | 1 | 18:00 | 18:00 | Independent study |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 3 | 1:00 | 3:00 | Online synchronous sessions, whole cohort, introduction to the module, pre-assessment clinic, Q&A |
| Total | | | | 100:00 | |
Jointly Taught With
| Code |
Title |
|---|
| NBS8510 | International 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
Exams
| Description |
Length |
Semester |
When Set |
Percentage |
Comment |
|---|
| Written Examination | 99 | 2 | A | 100 | 24 hour take home online exam |
Exam Pairings
| Module Code |
Module Title |
Semester |
Comment |
|---|
| NBS8510 | International Marketing Communications Management | 2 | N/A |
Formative Assessments
Assessment Rationale And Relationship
The summative assessment is one unseen exam (24-hour take-home exam) 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
Timetable
