| Detailed information |
| Pre-requisites |
973GMCCMARK22 KS Marketing Management (6 ECTS) ODER
KS Introduction to Marketing Management (6 ECTS)
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| Original study plan |
Master's programme Management 2024W |
| Objectives |
- The students will understand the concepts of marketing underlying international communication and use of social media.
- The students will have with a sound understanding of the differences between traditional marketing approaches and social media marketing.
- The students will be equipped with a rigorous foundation and tools for analysis and understanding the core decisions that have to be made in the international strategic communication process.
- Students are enabled 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: Synthesize knowledge of digital 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 and digital 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]
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| Subject |
Indicative content in the context of international communication and social media includes:
- Introduction to 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
- Working on communication decisions, e.g. communicating value, target groups, standardization of advertising messages and communication channels
- Discussion of foundations of social media marketing, e.g. shift from seller to buyer initiative
- Working on social media tools and their application in business practice
- Employing interactive market communication in an international context
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| Criteria for evaluation |
Assessment methods
- Participation in class through active contributions and presentation of s social media tool (weighted 25%)
- Presentation and report of a global communication strategy and defending the strategy during in-class discussion (weighted 75%)
- Grading scale from 1 (very good), 2 (good), satisfactory (3), sufficient (4) to fail (5)
- All parts of the assessment have to be positive in order to pass the course
- Feedback session for individual feedback from the lecturer available the end of the seminar
- 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 behavior is not accepted, leading to downgrading or exclusion from the course
- Plagiarism is not accepted. Regular plagiarism checks are performed.
Synchronization of learning outcomes and assessments
- LO1: Group work and participation assessment
- LO2: Group work and participation assessment
- LO3: In-class discussion
- LO4: Group report and feedback on presentation
- LO5: Group report and feedback on presentation
- LO6: Group report and individual feedback
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| 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 to achieve the learning outcomes.
- 24 hrs seminar
- 30 hrs assessment preparation / revision
- 87 hrs independent study
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| Language |
English |
| 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.
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| Changing subject? |
No |
| Further information |
For quality assurance and improvement purposes, please participate in all JKU course evaluations and surveys!
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| Corresponding lecture |
973MGDWGCSS19 SE Global Communication and Social Media (3 ECTS)
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| Earlier variants |
They also cover the requirements of the curriculum (from - to)
973MGDWIMSS23: SE International Marketing Communication and Social Media (2023W-2024S)
973MGDWGCSS19: SE Global Communication and Social Media (2019W-2023S)
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