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This subject provides an advanced understanding of the contemporary global marketing communications environment. It traces the emergence of the new generation of global media platforms since the 1980s, and examines the growing structural integration of advertising, marketing and public relations firms over this period as a result of this. Through case studies of global marketing campaigns and global brands, it demonstrates the extent to which global marketers must continue to negotiate different cultural and regulatory settings within the media, underlining the continuing importance of national and regional contexts in a global environment.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- understand the technological and institutional settings that shape global marketing communications efforts;
- appreciate the new opportunities and challenges that global networks and firms brings to marketing communications practices; and
- identify and analyse the range of forces and pressures that affect the success of global marketing communications practices.
On successful completion of this subject, students should be able to demonstrate:
- competence in advanced library searches and information retrieval;
- proficiency in the application of selected methods of analysis; and
- conformity to academic protocols of presentation and research procedures.
Last updated: 29 April 2020