[ 973MGDWGCSS19 ] SE Global Communication and Social Media

Workload Education level Study areas Responsible person Hours per week Coordinating university
3 ECTS M2 - Master's programme 2. year Business Administration Katharina Hofer 2 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites KS Marketing Management
Original study plan Master's programme Management 2022W
Objectives This course aims to:

  • Introduce concepts of marketing underlying international communication and use of social media.
  • Equip students with a sound understanding of the differences between traditional marketing approaches and social media marketing.
  • Provide students with a rigorous foundation and tools for analysis and understanding the core decisions that have to be made in the international strategic communication process.
  • Enable students to integrate theoretical concepts and models in communication strategy with practical application to business situations.

Learning outcomes:

On successful completion of this course, the students will be able to:

  • LO1: Appreciate the scope and character of communication in international markets. [subject knowledge]
  • LO2: Synthesise knowledge of communication strategy and tactics and apply concepts to international case studies. [cognitive/analytical]
  • LO3: Critically evaluate traditional and social media approaches to communication. [cognitive/analytical]
  • LO4: Accurately identify and apply relevant theory to global communication within a specific context. [cognitive/analytical]
  • LO5: Apply decision making skills related to international communication. [professional/practical skills]
  • LO6: Demonstrate the ability to formulate and present a concise global communication strategy which exposes issues logically and coherently. [transferable skills]
Subject Indicative content in the context of global communication and social media includes:

  • Foundations of the global strategic communication process
  • Understanding the environmental context of international markets, e.g. factors influencing communication in the home country environment and host country environment
  • Communication decisions, e.g. communicating value, target groups, standardization of advertising messages and communication channels
  • Foundations of social media marketing, e.g. shift from seller to buyer initiative
  • Social media tools and their application in business practice
  • Employing interactive market communication in an international context
Criteria for evaluation
  • Participation in class through active contributions and presentation of s social media tool (25%)
  • Presentation and report of a global communication strategy and defending the strategy during in-class discussion (75%)
  • All parts of the assessment have to be positive in order to pass the course
  • Peer evaluation at the end of the course
  • All students have to be able to demonstrate and make clearly identifiable their individual contributions to group work.
  • Free riding behaviour is not accepted, leading to downgrading or exclusion from the course
  • Plagiarism is not accepted. Regular plagiarism checks are performed.
Methods The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives. In addition to self-directed learning, the teaching and learning methods include formal lecture and tutorial, use of case studies and seminar exercises.
Study material Hollensen, Svend (2017): Global Marketing. Pearson.

Tuten, Tracy L. (2021): Social Media Marketing. Sage.

Berthon, Pierre R. et al. (2012): Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons 55(3), 261-271.

Johnston, Wesley J. (2018): Behavioral Implications of International Social Media Advertising: An Investigation Of Intervening and Contingency Factors. Journal of International Marketing 26(2), 43-61.

Kotler, Philip, Keller, Kevin Lane, Chernev, Alexander (2022): Marketing Management. Global/16th Edition. Person: Harlow (England).

Other materials can be retrieved from Moodle and/or will be announced in class.

Changing subject? No
Further information none
On-site course
Maximum number of participants 25
Assignment procedure Assignment according to priority