Unit Catalogue

Contemporary marketing is increasingly international and multicultural in nature, which presents challenges for the marketing manager. This drives the need to understand the dimensions of both cross-cultural and intracultural communications when designing effective marketing communications. This undergraduate unit presents an overview of relevant contemporary marketing communications theory, including strategic perspectives and communications planning in different cultural contexts. It also provides practical insights into the common processes that organisations follow from initially developing messages and advertising concepts, through to media planning, implementation and evaluation.

Students are introduced to the concept of planning seamless integrated marketing communications, which helps managers optimise their communications impact. This includes effective deployment across the range of appropriate media platforms to achieve specific marketing communication objectives, including advertising to customers across a variety of cultural contexts.