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International Marketing Communications
Dr Evangelos Moustakas
Associate Professor in Digital Marketing
Module Handbook

1. Welcome message
Welcome to International Marketing Communications. It is great to have you -on-board- and I hope that during this module you will come to have a better understanding of Marketing Communications and its applications in an international context.
This module is designed to give you a broad overview over the field of integrated marketing communications and academic research in this area. The teaching and learning approach of this module is highly interactive. This means, that you are expected to contribute widely to the class discussion.
This handbook contains important information that you need to read. In particular, you will need to re-read, throughout the course, the sections on the module programme and assessment criteria for coursework.
Wish you a great academic term!
Dr Evangelos Moustakas
Associate Professor in Digital Marketing
Block 17, Room 10, Knowledge Village
Office hours: Wednesday (17:00 – 18:30) Thursday (17:00 – 18:30)
2. Module aims
The aim of this module is to develop students' knowledge of theory and practice relating to all parts of the DAPPSI (Direct marketing, Advertising, Personal selling, Public relations, Sales promotion and Interactive/Internet Marketing) framework in an international marketing environment. The approach will comprise a thorough review and critical analysis of relevant contemporary theoretical frameworks and will also focus on practical application to real-world scenarios.
Learning Outcomes
At the end of this module the successful student will be able to:
1. Critically evaluate the major theories and current issues in marketing communications;
2. Demonstrate an advanced understanding of how theories are interpreted in practice and incorporated into integrated marketing communications decision making;
3. Demonstrate a systematic advanced understanding of the advantages and disadvantages of each of the communications tools;
4. Critically evaluate, analyse and identify different strategy-based solutions for given real-world problems;
5. Demonstrate the ability to make a reasoned choice and provide a suitable justification of analytical tools relevant to a given communication problem;
6. Develop and evaluate a selection of alternative strategic marketing communications options using qualitative and quantitative data sources.

7. Prepare an advanced communications plan focusing on the strategic and tactical use of marketing communications tools;
8. Apply appropriate marketing communications frameworks in a range of circumstances influencing a proposed marketing communications solution;
9. Analyse the effectiveness of the DAPPSI 'tools' in a range of diverse situations;
10. Have the ability to work and learn autonomously and to critically reflect on achieved results.
The module explores the range of Integrated Brand Communication tools and theories in the international marketing context, among which the following topics will be explored:
• The role of Marketing Communications as a component of the Marketing mix
• Underpinning theories and current issues in advertising, sales promotions, public relations, direct marketing, internet marketing and new media marketing
• The role of public relations, advertising and sales promotion as components of the marketing communication and overall marketing communications mix
• Application of theoretical foundations of public relations, advertising and sales promotion to real-world practice, including issues of effectiveness and efficiency of these components within a given campaign
• Current issues in Marketing Communications and IMC
• IMC planning and execution how synergistic effects can be achieved by the combination of various, compatible tools and campaign messages
• The role of Integrated Marketing Communications in Marketing Strategy
• International Marketing Communications, especially the role of culture and cross-cultural theories in campaign development
• The future of Marketing Communications

3. Module schedule and syllabus
Unit Session Session Title Case Studies
Unit 1
IMC theory & environment
Introduction to module and course philosophy Facebook
Unit 1
IMC theory & environment
3/12/2015 Marketing Communication as a Strategic & Analytical Marketing Tool Emirates Airlines
Unit 1
IMC theory & environment
10/12/2015 IMC Process: The structure and In-Practice Red Bull
Unit 1
IMC theory & environment
17/12/2015 Developing IMC Program: Step by Step Standard Chartered: “Here for Good”
Christmas Break
Unit 2
IMC tools

28/1/2016 Integrated Campaign Development – Advertising The fifth “P” of Marketing: Purpose
Unit 2
IMC tools

4/2/2016 Integrated Campaign Development – Sales Promotion UNIQLO
Unit 2
IMC tools

11/2/2016 Integrated Campaign Development – Direct and Database, Outdoor and Point-of-Purchase Mobile Marketing: Plugging into the switched on
Unit 2
IMC tools
18/2/2016 Integrated Campaign Development – Marketing PR and Sponsorship
Breast Cancer Case Study
Unit 3
IMC in practice
21/2/2016 Integrated Campaign Development - Personal Selling, Exhibitions, KAM, B2B, Internal Marketing
HSBC: The World Glocal Bank
Unit 3
IMC in practice
28/2/2016 Measuring the effectiveness of the IMC Program Measuring online effectiveness – beyond the clicks
Unit 3
IMC in practice 6/3/2016 Creative Strategy Shangri-La: It is in our nature
Independent Study Week
Unit 3
IMC in practice 20/3/2016 Creative Tactics Comfort: Sometimes rules are meant to be
Unit 4
Contemporary issues in IMC
27/3/2016 Interactive, Internet and Social Media Brandjacking
Unit 4
Contemporary issues in IMC
3/4/2016 Emerging / Hybrid Media Forms
Bebo's -Kate Modern-
Unit 4
Contemporary issues in IMC
10/4/2016 Current Challenges in IMC KFC
Unit 4
Contemporary issues in IMC
Group presentations

4. Learning, Teaching and Assessment strategy
The module will be delivered through a blend of lectures, seminars, case studies, workshops and industry interaction as well as online delivery via Moodle. The emphasis of the teaching and learning strategy is to develop the students as self-learners, individually and in groups, and from both theory/knowledge and experience. As such, students will be expected to contribute time to preparation via learning materials, textbooks and case studies for formal sessions. These sessions will be structured to encourage student participation via examples based on the module tutors' practical experiences, cases and group exercises with formal lecturing (where the topic requires more formal explanation), demonstration through practical examples and the application of related tools and techniques. Learners will be expected to apply the tools and techniques introduced to suggested scenarios.
In a mixture of interactive sessions and discussions, integrated marketing communications concepts are explored and applied to appropriate organisational contexts. Students will be assigned to random and/or self-selecting groups for the in the taught sessions and for assessment purposes.
In order to benefit from and contribute to class exercises, it is critical that you read the case studies assigned for the session in advance of the class. Class participation is an important component of this module.
Class Preparation
Preparation for each class is critical, including careful reading of the assigned case and careful analysis based on the assignment questions.
Class attendance is critical to individual and collective learning.
Class Participation
Active and thoughtful class participation will be critical to your learning and the learning of your classmates. Students can be “cold called” throughout any discussion. Both the quality and the frequency of contributions will be taken into account, with emphasis on the former. In judging quality, a key issue is whether the comment simply repeat facts from the case, or does it provide analysis that adds to our understanding of the case and its broader implications? In making an overall appraisal of class participation, the overarching criterion is “how significantly does this student’s participation contribute overall to the learning of that session?”

5. Assessment Scheme
This module will be assessed by final examination (40%), individual course work (20%), and group course work (40%). It is necessary for students to fulfil the requirements for each component in each part of the assessment and to obtain at least a grade 16 in the aggregate grades for coursework and the final examination in order to pass. Formative assessment consists of tutor feedback on classroom exercises and case analyses. Summative assessments consist of the following:
Individual Coursework 1,500 words 20%
Students are asked to develop a brief Marketing Communications Proposal / Report for promoting a Social Media Training Course at Middlesex University in Dubai employing a range of research methodologies. LO1, LO7, LO4. The proposal will include objectives, duration and outcomes, target market, stakeholders’ analysis, objectives and marketing tools which will be used for promotion. Deadline: 28/1/2016 [23:30]
Group Coursework 5,000 words 40%
Students work in groups of 3 to 5 students to develop an integrated marketing communication strategy for Fitness Time Gym or for fly NAS aviation, involving an appropriate combination and pitch of the marketing communication tools, given specific guidelines (please see below for detailed instructions). Students will be required to make a presentation LO1, LO3, LO4, LO6, LO7, LO10. Deadline: 24/4/2016 [23:30]
Final Exam 40%
The exam consists of a seen case study, which students have time to prepare before sitting for the exam. A new situation (i.e. additional information) may be introduced into the case at the start of the examination to assess students' ability to deal with changes to current situations. (LO1 - LO5). The examination paper will comprise Part A with compulsory questions relating to a seen or un-seen case study and Part B with a choice of questions designed to test theory as well as its practical application. Final Exam Duration: 2 hours
Plagiarism will result in a zero mark being awarded; depending on the seriousness of the offence, the University Registry may administer further and more severe penalties. Comprehensive guidelines regarding the rules and procedures for academic dishonesty can be found in Middlesex University’s assessment regulations. Additional copies can be obtained from the Student Office.
If the coursework is not submitted before the due date, no marks will be awarded (with the exception of those experiencing extenuating circumstances notified to the Assessment Administrator in the student office). The deadline date is fixed - missing this date means that a grade 20 will be awarded. Students should be aware that there are no ‘extensions’ to the deadline fixed. However, students may apply for a deferral (documented good cause is needed). Please note that deferral means that you will take the next assessment.

Additional instructions for Assignment 2 (Group coursework)
The class will be divided into groups of 3-5 students and each group will work on one Client Project. Groups will work on developing an Integrated Marketing Communications Strategy based on the project objectives for either Fitness Time Gym or fly NAS aviation. The Client Project will involve analysis of research data. Additionally, each group will present their own research in front of a panel. The project will also include visual execution (Creative Design) of the campaign.
- Project Goal (summarize this campaign/program and what you want to achieve – desired results)
o Project Objectives (list measurable objective(s))
o Who is the project sponsor? Who are other campaign stakeholders?
o Describe your research insight
- Audience
o Who is the primary audience & why?
o What are they passionate about?
o What should be avoided in talking to this audience?
o Who is the secondary audience?
- Message
o Describe your communication message and explain your tone of voice (funny, casual, educational, etc.)
o If you could get one sentence through all the clutter, what would that be?
o What is your brand holistic selling proposition? What are the key points you are trying to communicate?
- Medium (Internet must always be one of the media)
o What the best (primary) medium to reach this audience?
o Explain in detail how you would use that medium.
o What are other media channels suitable for your campaign? Explain why and how you are going to use them.
- Visual Image/ Creative Design
o Develop & show your creative visual design work.
o Describe what your visual goals are.
o Explain why you think they will be effective.
- Schedule & Budget
o When must the message get to the audience for maximum effect?
o How much money do you have to spend on this project?
Draft outline of the project
Executive Summary
Research Report
• Research & Situation Analysis (online/offline)
? Industry (general overview of trends)
? Category (general overview of trends)
? Consumer Behavior (biggest portion of your Research Report)
? Competitive Analysis (who are the direct and potential competitors)
? Current Product/Service Assessment & Analysis (offerings, activity, brand development level, etc.)
• SWOT Analysis
o Strengths of the organization
o Weaknesses of the organization
o Opportunities in the environment (e.g., demographics, political, legal, technological, social, cultural, economic, ecological)
o Threats in the environment (e.g., demographics, political, legal, technological, social, cultural, economic, ecological)
• Communication/Creative Strategy
- Audience
- Message
- Media/Channel Mix
- Branding Strategy/Recommendations: colour, symbols, logo, name etc.
- Creative Strategy/Recommendations: product/service and packaging recommendations (colour, font, images, style, etc.)
• Execution Strategy - Channels (Pick channels most suitable to your campaign. Internet must always be one of the media. Each channel must include strategy reasoning, objectives & specific tactics conveying the main message.)
Advertising (Print, TV, Radio), Public Relations, Direct Marketing, Sales Promotions, Event Marketing, Digital/Interactive/Mobile, Personal Selling, Social Media, Sponsorship Programs
• Timing/Schedule
• Measurement Strategy
• Budget
- Describe and show your Creative Designs
- Develop, implement & show Creative in your chosen channels

Fitness Time Gym Club

Other Project Objectives which you could integrate in your portfolio:
- Communicate quickly and easily the value and benefits of being a member at Fitness Time.
- To ensure that the targets of doubling the membership and sales.
- To increase court use during the day.
- To ensure that existing members are satisfied with the quality of services.
- To encourage potential members to join the Club.
- To tell our target audiences that there is a gym called Fitness Time, with all its assets and attractions. The Club also offers various facilities. We need to decide which facilities/benefits we are going to offer.
- Conduct a comparative analysis with other Spot Clubs Internationally (4 in total including Fitness Tme) regarding:
Various types of Marketing Management and Communication / Promotional strategies which could be used in order to interact and communicate with potential customers and students more effectively as well as new types of services they could offer.
- Increase Fitness Club visibility within UAE with a view to increasing all types of membership.
- Hold a major sponsored-tournament annually each year for the next 2 years.

NASair Aviation

Other Project Objectives which you could integrate in your portfolio:
1. What could be the key factors for successful promotion? (membership bases, brand etc.)
2. What criteria for choosing partners would you choose? (e.g. reputation in the market, specific industries, margin/volume positioning, etc?)
3. Conduct a comparative analysis with other Regional or International Airlines (4 in total including NASair) regarding:
Various types of Integrated Marketing Communication strategies which could be used in order to interact and communicate with potential customers more effectively as well as new types of services they could offer.
4. Describe possible ways of member-gets-member advertising and communication.
5. Advise on possible partner-to-member communication.
6. Target group: Who is the primary target group & why?
7. Execution Strategy - Channels (Pick channels most suitable to your campaign. Internet must always be one of the media. Each channel must include strategy reasoning, objectives & specific tactics conveying the main message.)
- Advertising (Print, TV, Radio)
- Public Relations
- Direct Marketing
- Sales Promotions
- Event Marketing
- Digital/Interactive/Mobile
- Personal Selling
- Social Media
- Sponsorship Programs

6. Participation
Participation is an important component of the evaluation process. It is important to read, understand, and prepare for each class in order to obtain the most from this course. The intent of the course is to help you integrate knowledge from the various functionally-based courses in business. Therefore, you need to prepare and offer insight during class discussions.
Being prepared for and participating in class discussions is highly important. In fact, a good deal of learning should occur through your preparations for class and through the discussions that occur in class. This is especially true for the case discussions in class.
It is largely through the cases that we will integrate the linear and nonlinear thinking. We may ask for volunteers to begin and continue the discussion on any given case but will also call on individuals directly to contribute to the discussion. Our purpose is not to embarrass individuals but to ensure that everyone has the opportunity and does participate in the discussions over time. We can learn from the ideas of each other. Thus, each individual should be prepared to participate in each class discussion of the cases.
It should be emphasised that there is rarely one “correct answer.” Thus, students will not be penalized for giving a particular answer. Comments based on thought, analysis or other preparation and thoughtful (as opposed to frivolous) questions count as participation. Also, we encourage thinking “outside of the box.” We should try to perform the analyses (linear thinking) so that we can make informed judgments. But at times, we also need to think in nonlinear ways to develop solutions after the analyses have been completed.
In addition to case discussions, students are encouraged to bring to the discussion of strategy concepts their application in current marketing communications events (e.g., developments in the field, new initiatives, senior management and account changes etc.)

Attendance is important for participation and for learning from class discussions. Case discussions are considered very important and cannot be recreated (as can lectures and content discussions with class notes).
7. Learning Materials
Core Text
Belch, G. & Belch, M (2012) Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition, N. Y, N.Y.: McGraw-Hill/Irwin.
Other Recommended Texts
Dahlen, M., Lange, F. and Smith. T. (2010), Marketing Communications, Wiley.
Daymon & Holloway (2003) Qualitative Research Methods in MC and PR, Routledge.
Duncan, T. (2005) Principles of Advertising and IMC, McGraw-Hill
Egan, J. (2007) ’Marketing Communications’ Thomson Learning
Fill, C (2012) Essentials of Marketing Communications, FT Pearson.
Franses, P & Paap, R (2001) Quantitative Models in Marketing, Cambridge University Press
Kitchen, de Pelsmacker, Eagle, and Schultz (2005) A Reader in Marketing Communications, Routledge.
Malhotra, (2009) Marketing Research: An Applied Orientation, FT, Prentice Hall
Percy, L., Rossiter, J. and Elliott, R. (2005), Strategic Advertising Management, Oxford.
Pickton, D., and Broderick, A. (2005), Integrated Marketing Communications Part 1.
Shimp (2006) Advertising, Promotion & Supplementary, Dryden Press.
Smith, J.T. (2005) Marketing Communications, Kogan Page.
Wells, Burnett & Moriarty (2006) Advertising Principles & Practice, 3rd Ed., Prentice Hall.
White, J. & Mazur (2003) Strategic Communications Management, Kogan Page.
Journal Articles
de Chernatony, L. and F. Dall'Olmo Riley (1998). -Modelling the components of the brand.- European Journal of Marketing 32(11/12): 1074-1090.
Ehrenberg, A, Barnard, N, Kennedy, R and Bloom, H (2002) Brand Advertising as Creative Publicity, Journal of Advertising Research, July - August p. 7-18.
Gurau C. 2008. Integrated online marketing communication: implementation and management. Journal of Communication Management, 12(2): 169-184.
Rossiter, J. (2002), and Donovan, R (1991), -A Better Advertising Planning Grid,- Journal of Advertising Research, 31 (October/November), 11-21.
8. Additional research
Further reading is encouraged. It is likely that, as this module is for MBA students that you are familiar with the range of resources available in libraries for research into companies. However, some guidance will be given in the lectures and if you feel you need more advice you are strongly encouraged to consult the librarians.