Educational Programme International Business Communication ... ??1 Educational Programme International Business Communication CODE IBLIBC02R3 ECTS 8 Year of Study 3 Block 3 and 4 Outline module The module consist of

  • Published on
    17-May-2018

  • View
    214

  • Download
    2

Transcript

  • 1

    Educational Programme International Business Communication

    CODE IBLIBC02R3 ECTS 8 Year of Study 3 Block 3 and 4 Outline module The module consist of a marketing communication project and a knowledge driven unit. For the marketing communication project the students will execute market and communication investigation for an existing company and product. They will investigate marketing and communication possibilities and ways to approach the market in a European country. Besides the project, the module consists of a series of lectures, on the subject of marketing communication strategy; marketing communication instruments, media.

    Qualifications

    Contribution to BBA Standards Contribution to ROM 50% Practice driven (project assignments for companies that want to do business in Europe), 50% knowledge driven

    Contribution to IBL Profile/Competencies C2 Implement, interpret, assess and evaluate (international) market research. Level 3.1 3.6

    C3 International market analysis and competition analysis. Determine, on the one hand, what the strengths and weaknesses of an organisation are based on analysis of internal processes and culture, as part of the value chain, and on the other hand, determine what the chances and threats are on the international market based on relevant national and international trends. Level 2 and Level 3.1 3.3

    C4 Develop a marketing policy for a company operating nationally or internationally and be able to support the choices made. Level 3

    C5 Set up, execute and adjust various plans on internationalisation from a marketing policy point of view. Level 2.1 - 2.3

    C6 International Sales and International Account Management. Develop, maintain and improve business relationships for purchasing, sales and service, and selling products and/or services with the help of modern media (such as customer relationship management, CRM). Level 2.1 and level 2.2

    C7 Communicate in three modern foreign languages with awareness of cultural differences, internal and external, national and international. Level3.2 and 3.3

    C10 Personal professional international skills. The profession of an IBL graduate is in part characterised by frequent visits abroad for shorter or longer periods, and by him/her representing the interests of the company on site indirectly (promotion, research) or by working in direct contact with the client. He/she must be able to operate in all international regions where the company is represented. This demands various more specific, personal, professional skills from the IBL graduate (= new competency, only for IBL). Level 2.4

    Professional product An international marketing communication plan.

    Contribution to Dublin Descriptor(s) Knowledge and understanding: Graduates have demonstrated knowledge and understanding in a field of study that builds upon and supersedes their general secondary education, and is typically at a level that, whilst supported by advanced textbooks, includes some aspects that will be informed by knowledge of the forefront of their field of study Applying knowledge and understanding: Graduates can apply their knowledge and understanding in a manner that indicates a professional approach to their work or vocation, and have competencies typically demonstrated through devising and sustaining arguments and solving problems within their field of study. Making judgements: Graduates have the ability to gather and interpret relevant data (usually within their field of study) to inform judgements that include reflection on relevant social, scientific or ethical issues Communication: Graduates can communicate information, ideas, problems and solutions to both specialist and non-specialist audiences. Learning skills: Graduates have developed those learning skills that are necessary for them to continue to undertake further study with a high degree of autonomy.

    Context / interconnection

    Learning Tracks Semester 6, Specialization year 3

  • 2

    Relation with other modules/subjects Parallel IBLINT00R3 International Marketing Plan (CEE) IBLEXP0R3 Export plan - Doing business in Latin America Pre- and after Pre: Second year and Placement After: Study abroad and Thesis

    Conditions

    Starting Level Main phase year 3

    Conditions Modules year 2 completed.

    Objectives / outcomes Learning objectives / Learning outcomes The Project: The student with his group

    - Carries out an international field research as part of a marketing plan - Applies knowledge of international marketing - Designs a marketing plan for realizing targets, including the organizational and financial consequences, - Applies knowledge of (international) marketing communication - Develops a marketing communication strategy for realizing the marketing goals including the organizational and financial

    consequences, taking into account knowledge of the company, the market, cultural circumstances, characteristics of the target group giving explicit account of the use and meaning of contemporary media tools for the companys international marketing activities

    The Lectures: The student

    - knows the position of marketing communication and branding in an international environment - is aware of the connection between a marketing plan and a (marketing) communication plan. - knows the components of a complex marketing communication plan. - Applies the components of a marketing communication plan in a given case - Distinguishes the different mar com strategies given a market analysis and a product - Distinguishes the pros and cons of different marketing communication instruments - Recommends on how to use direct marketing in the communication strategy in a given case. - Designs (parts of) a marketing plan, including the organizational and financial consequences, giving explicit account of the

    use and meaning of contemporary media tools for a companys international marketing activities

    Assessment

    Test criteria

    ..

    Assessment Methods

    Assignment 1 Assignment 2 Exam

    Description Project report Presentation project report Written test on theory

    Details on Format Project report: result of effort throughout module

    Presentation 15 minutes Written test on theory 120 minutes

    Individual/Group Group Individual

    Weighting 25% / 25% 50 %

    Aids None

    Grading See Syllabus See syllabus See correction model

    Scale of Result Scale of 1-10 Scale of 1-10

    Resit Details Resit between exam weeks Resit Exam Week

    Review / feedback During Block In Exam Review Session

    Special Conditions

  • 3

    Minimum Requirements A minimum score of 5,5 is required for each component to pass the 3 different assessment components. The final grade will be the average of the components taking into account the mentioned percentages. A minimum score of 5,5 is required to pass the exams.

    Compensation A minimum score of 5,5 is required for each component to pass the 3 different assessment components.

    Period of validity As Per OER As Per OER

    Attendance As the classes are practical, students must attend 80% of classes. Scheduled team meetings 100%.

    Programming

    Instruction Method(s) Lectures, consultation hours, student presentations, class discussion, film

    Facilities/ classroom Theory class room 40 students for the full day, equipped with computer, beamer, audio installation. Classroom available one day, so the students can stay there, classes and tutoring are to be scheduled in this classroom.

    Contact Hours per Week 4

    Content and planning of lectures and exams/assessments

    Blck Wk

    Sst (hrs)

    Cont. Hours

    Instruction Methods / Exams

    Group Size Theory/Practical

    Content/ Subjects

    (x)

    B3 1 4 Kick - off / Lecture 40 / 8 x 5 Introduction

    B3 2 4 Lecture / Media training

    40 / 8 x 5 Branding

    B3 3 4 Lecture / Consulting hours

    40 / 8 x 5 Marcom plan

    B3 4 4 Lecture / Consulting hours

    40 / 8 x 5 Marcom plan

    B3 5 4 Lecture / Consulting hours

    40 / 8 x 5 Marcom plan

    B3 6 4 Lecture / Consulting hours

    40 / 8 x 5 Marcom plan

    B3 7 4 Lecture / Consulting hours

    40 / 8 x 5 Marcom strategy

    B4 1 4 Lecture / Consulting hours

    40 / 8 x 5 Marcom strategy

    B4 2 4 Lecture / Consulting hours

    40 / 8 x 5 Creative development

    B4 3 4 Lecture / Consulting hours

    40 / 8 x 5 Marcom instruments

    B4 4 4 Lecture / Presentations 40 / 8 x 5 Marcom instruments

    B4 5 4 Lecture / Presentations 40 / 8 x 5 Marcom instruments

    B4 6 4 Lecture / Consulting hours

    40 / 8 x 5 media

    B4 7 4 Lecture / Consulting hours

    40 / 8 x 5 media

    B4 8 4 Project Presentations / report

    40 / 8 x 5 presentations

    B4 9 2 Exam week 40 / 8 x 5 Theory exam, written test

    B4 10 Resit Presentations / report

  • 4

    B4 12 Resit week Resit theory written test

    Literature and Aids

    Main Source:

    Title Marketing Communication Strategy

    Type Book

    Compulsory literature : Yes

    ISBN 978-90-01-78256-6

    Author(s) Ko Floor & Fred van Raaij

    Publisher Noordhoff uitgevers

    Year Published 2011

    Other source: Website:

    Educational resources, including software tools.

    None.

    Lecturers

    C.J. Gorter

    Document Details

    Contactperson C.J. Gorter

    Author C.J. Gorter

    Version 1

    Version Date 16-03-2015

    Previous Module Code IBLIBC00R3

    Date of change to new Module Code

    Study year 2013-2014

    Appendices - Study load form - Test matrix - Test example - Answering model / score form - rubric

  • 5

    Appendix One: Study Load Form

    Subject: IBLIBC01R3

    Number of weeks Number of classes/lessons (50 minutes)

    Number of hours (60 minutes)

    Classes/lessons 16 2 27

    Self-tuition

    Reading time Number of pages

    407 3 per hour 0

    6 per hour 68

    10 per hour 0

    Presentations (1) 0,5

    Time for consultation 5

    Time for research/ preparation presentations 5

    Non scheduled lessons

    Tests preparation 10

    test 2

    evaluation 2

    Report, thesis, paper per student

    research 48

    consultation 32

    writing 16

    Practical training, practical assignment preparation

    attendance

    consultation

    Sub-total in hours (60 minutes) 215,5

    Unprovided 5% 10,8

    Total number of hours (60 minutes) 224 226

    Total number of European Credits (multiples of 28 hours only) 8

  • 6

    Appendix Two: Test Matrix

    Rotterdam Business School

  • 7

    Test Matrix

    Module code IBLIBC01R3

    ECTS 8

    Competency

    Which learning objective will be tested (per competency)

    Bloom level (Knowledge, Understanding, Applying, Analyzing, Evaluating, Creating)

    Test Criteria Professional product or BoKS- element

    Test type Weighting in %

    Question number or part of the answering model

    Assessment part if applicable (e.g. individual presentation, peer assessment, group assignment)

    The student knows the position of marketing communication and branding in an international environment

    knowledge Marketing communication plan

    Open question

    10 1

    is aware of the connection between a marketing plan and a (marketing) communication plan)

    understanding Marketing communication plan

    oq 10 2

    knows the components of a complex marketing communication plan

    knowledge Marketing communication plan

    oq 10 3

    Applies the components of a marketing communication plan in a given case

    applying Marketing communication plan

    oq 10 4

    Distinguishes the different mar com strategies given a market analysis and a product

    evaluating Marketing communication plan

    oq 10 5

    Distinguishes the pros and cons of different marketing communication instruments

    evaluating Marketing communication plan

    oq 10 6

    Assessment part if applicable

  • 8

    Recommends on how to use direct marketing in the communication strategy in a given case

    creating Marketing communication plan

    oq 20 7

    Designs (parts of) a marketing plan, including the organizational and financial consequences, giving explicit account of the use and meaning of contemporary media tools for a companys international marketing activities

    creating Marketing communication plan

    oq 20 8

    Ceasura/decision pass or fail: 5,5

    Constructed by C.J. Gorter

    Module owner C.J. Gorter

    Date of construction

    18-05-2014

  • 9

    Appendix Three: Text Example

    International Business Communication

    Examination

    This examination consists of 8 questions with a total amount of 100 points. 55 points or over will mean a pass.

    The questions refer to the theory as explained in the textbook, the PPs and in the lectures.

    1. A strong brand is worth a fortune. Explain why the following functions of a strong brand are important

    and give for every function a short example. (10 pt)

    a. For consumers:

    i. Convenience when buying

    ii. Psychological function

    b. For companies

    i. Distinction

    ii. Continuity

    iii. Higher price

    iv. Easier product introductions

    v. Greater independence as regards the retail trade

    2. The marketing plan and the marketing communication plan have a strong connection. (10pt)

    a. What is this connection?

    b. Explain the similarities and differences between a marketing target group and a marketing

    communication target group.

    3. Classical models of the effect of communication are based on a hierarchy of effects on the consumer

    confronted with marketing communication. If involvement is high, consumers go through six phases in

    three main groups. (pg 97 textbook) (10 pt)

    a. Give the six phases and the three main groups (the high-involvement hierarchy).

    b. Give for every phase an example of how marketing communication can help the consumer

    from one phase to the next.

    4. There are eight communication effect objectives that may occur separately or in combination. The

    effect objectives in the textbook are ranked to reflect the product lifecycle and the decision making

    process.(textbook pg 141) (10 pt)

    a. Imagine you are the marketing communication manager for Google Glass. Describe for every

    one of the eight objectives (in the right order) how communication can play its role.

    5. The advertising strategy of international brands may take one of four forms. (10pt)

    a. Describe these four forms briefly in terms of positioning, proposition, concept and execution.

    6. Direct Marketing Communication can be a one-shot offer, but most of the time it is about building up

    information and influencing the prospect in a sort of learning process. Often the goal is two-sided

    communication, interaction between producer/retailer and consumers. This is often called dialogue

    marketing communication. (10 pt)

    a. Explain the steps of DM communication:

    i. Preparation

  • 10

    ii. Proposistion

    iii. Follow-up of non-response

    iv. After-sales

    v. Cross-selling

    vi. Relation management

    vii. Recruitment

    7. Marketing communication plan. Read the case and answer the following questions as if you were the

    marketing communication manager of a vegetable growing company that wants to introduce this kind

    of product for the finer restaurants in the Netherlands: (20 pt)

    a. What are the components of a strategic marketing communication plan?

    b. Explain in deta...

Recommended

View more >