Master in International Marketing and Strategic Communication Structure
Coordinatori: Lalla Spazzi Pedroni e Michelangelo Tagliaferri
A variety of teaching and learning methods will be used to provide theoretical understanding and a practical application of business communications and media management: seminars, lectures, case studies, simulations, work-based projects.
Assessment will be based on coursework, reports and project works and it will encourage creativity and creative problemsolving in addition to the knowledge and competencies to be achieved.
The Programme of Master in International Marketing and Strategic Communication addresses to graduates strongly motivated to acquire the competitive marketing and communication tools enabling them to tackle the increasing globalisation in business and society.
Course Aim & Objective
The education and training of a professional able to manage marketing and business communications with international vision and advanced tools in the ambit of the strategic policies of brand, product and service and a thorough knowledge of media management.
The objective of the Course is to create the professional profile of a generalist with the theoretical basis and practical skills to be immediately operational in different work environments: companies, agencies, pro-social and non-profit organisations. The educational methodologies, though diversified and multicultural, will all place a strong emphasis on the capability to face and anticipate the rapid evolution of communication by means of a creative approach to the analyses and solutions.
Participants will tackle all aspects of business communication, from marketing to public relations, from account management to media management devoting particular attention to the impact the internet and the Web have on communication and the changes and opportunities they bring about. Consistently with the methodological approach of learning by doing, all theoretical knowledge will see the achieved competencies turn into practical application skills thanks to communication projects, simulations as well as real-world projects from real clients, thanks to Accademia close links with the professional world.
Module I: Accademia di Comunicazione, Italy
October - January, 10 weeks
Teaching language: Italian
Marketing The role of marketing in organisations and society | Strategic planning in the market-oriented organisation | Market research | Marketing process and planning | Principles of statistics essential to the understanding of marketing research | Environment analysis | Consumer purchase behaviour | Organisation purchase behaviour | Competitive Analysis » Competitive Strategies | Research and selection of target markets | Market segmentation | Differentiation and Positioning strategies | Product life cycle | Product & Pricing management | Distribution channels | New product development process | Marketing mix.
Introduction to the marketing management process and its main functions in its business and wider environment, aimed at an understanding and insight capable to foster the development of effective and professional approaches to the problems of integrated marketing communications. The professional perspective is a unifying one and the first in-class project is meant as an initial training to provide the strategic framework for specific marketing decisions.
Communication theory | Communication research methods | Consumer behaviour | End-of-module assignment The role and use of communication/media tools: Advertising, Account Management, Communication Strategy | End-ofmodule workshop to assess students’ capability to judge the strengths and weaknesses of a communication strategy and its implementation.
Public Relations | End-of-module individual and teamwork assignments.
Internal and External Communication | Corporate Communication | Interpersonal Communication and Presentation Techniques.
These areas are developed in collaboration with professionals from the communication industry with the aim of enabling students to develop an understanding of the theoretical and empirical bases of communication, and, through this, a detailed awareness and working knowledge of how to integrate communication tactics in specific business contexts.
Media Management and Planning
Principles of statistics essential to the understanding of media research | The Italian economic and social environment and media exposure | Review of Italian media: Press, Radio, Television, Outdoor in Italy | Methods to determine the advertising budget | Target group and market segmentation | Communication strategy | Selection of media and advertising vehicles | The advertising schedule | The media strategy, the media plan and its evaluation.
Key issues of media strategies, tools and techniques used to analyse media opportunities; the focus is on the understanding how media - classic as well new - can effectively deliver messages to target markets. Development of media strategies and media plans.
Business Organisation | Information Systems | Strategic Management of Human Resources | Macroeconomics | Microeconomics | Balance Sheet | Auditing and Reporting | Change & Innovation Management | New Product Development » Business Plan.
Emphasis is on understanding and using basic concepts of business management areas fundamental to provide participants with foundation knowledge of business organisation and functions as propaedeutic to the future professional specialisation in integrated marketing communications. The aim is to provide an analytical understanding of the function and nature of business and the holistic nature of management.
Familiarisation with computers (use of Microsoft Word, Excel, PowerPoint, Access, tools for the production of digital images). End-of-module assessment based on coursework, individual/team assignments and project work.
Module II: The Nottingham Trent University, UK
February - April, 10 weeks
Teaching language: English
Exploration of the globalization of world trade and the strategic responses to that process, focusing on the debate around the global imperative for companies.
Examination of the international business environment with emphasis on the political forces and institutions which foster world trade, through the development of trading blocs, regionalism, and the Triad economy, contrasted with nationalism and differences in local legal systems, cultural values, and levels of technological development.
International business environment assessment including market profiling, risk analysis and management.
The effectiveness of different methods of international development, including acquisition, joint venture and organic development, with an exploration of the most appropriate methods of market entry for companies differing in size, product and service offering, and strategic objective.
Social and cultural factors and their effect on standardization or adaptation of products, services and promotion, and business negotiations.
Regional and global sourcing, manufacturing and distribution of products and services.
Issues in effective organizational structure and human resources for international business.
An overview of financial issues relating to international business with emphasis on the management of risk.
This module provides an understanding of how political, economic, social and technical developments in world trade have created opportunities and challenges for businesses which can be addressed through internationalization. It helps students evaluate opportunities and risks in international markets and critically analyze options for expansion into international markets for any firm and propose appropriate strategies. The module provides an in-depth understanding of cross-cultural issues and the ways in which they can be managed in product/service categories, promotion and business communication and helps students evaluate organizational structure and propose changes which enhance the functioning of international business. Students will critically analyze options for international manufacturing, sourcing, and distribution of products and services and propose appropriate solutions, and also evaluate alternative options for managing finance in international business.
Strategic Marketing Management (focus on marketing strategy and planning)
Marketing and corporate planning: the strategic marketing framework, marketing planning | Mission and objectives | Basis for competitive advantage | Segmentation, targeting and positioning | Brand management; components and brand values, the brand management process, importance of advertising | Price and channel management - the tactical execution of marketing strategy | Relationship marketing - building long-term business partnerships | Strategic implementation; allocating, monitoring, organizing and internal marketing skills, managing the barriers.
Strategic Marketing Management is the process by which marketing tools are utilized to create and implement marketing plans. This module builds, through a combination of taught sessions and guided study, a strategic marketing management framework that facilitates the development of creative marketing solutions to a range of business problems. To achieve this goal, students will be given the environment within which to build the necessary body of strategic marketing management knowledge as well as the analytical skills required to apply these principles and concepts to real-life scenarios. A deeper understanding will be gained through a critical evaluation of contemporary issues.
Marketing Contexts and Perspectives
The application of marketing past, present and future | Services marketing theory | Business to Business marketing theory | International marketing theory | Not-for-profit/public sector marketing theory.
There is a tendency among students and practitioners alike to see marketing as the sole preserve of the fast moving consumer goods sector. This viewpoint, though widely held, looses sight of the influential role that marketing plays across the business landscape as a whole. This module seeks to broaden students' horizons by demonstrating the key issues affecting the application of marketing in general and, more specifically, in a variety of modes of business. To this end, students will be encouraged to test their preconceptions of marketing via a combination of real-life scenario analysis and critical engagement with the contemporary issues.
International Marketing and Communications
International Marketing | International Marketing Research,in its greater complexity | The development of international segmentation: focus on the strategic targeting and positioning of products and services for cross-borders segments | The role of pricing in the positioning of products and services for cross-borders segments | The role of distribution in international marketing | International and global branding issues | International marketing communications: issues of availability and suitability and cost of media, international communications campaigns and the standardization/adaptation debate.
International Marketing and Communications will explore the uses and challenges of international marketing research in order to identify appropriate cross-border customer segments. It will also explore issues in identification, targeting and positioning for cross-border customer segments including pricing and distribution factors.
Moreover, it will investigate the key issues of branding, culture, legality and media issues in international customer communications in order to develop effective cross-border communications strategies.
Introduction to the UK media. Role and development of the media function, its relationship to marketing communications | Media usage for business communications in the UK and Europe: availability, costs and practices | Media trends: technology and globalization. An overview | Integrated Business Communications | Media planning in the U.K.: agency selection and management | Media selection and evaluation: empirical evidence and research techniques to assess suitability, effectiveness and efficiency of communications | Developing the media plan: a case study.
Customer communication is more than developing an effective advertising campaign. It is about the practical application of the range of promotional tools (i.e. the integrated marketing communications mix). It is equally about the practical application of an understanding of customer dynamics such as segmentation and buyer behaviour and how the organization manages the customer interface. This module offers, through a combination of taught sessions and guided study, the opportunity to critically evaluate approaches to customer communications and develop creative solutions to a range of business problems. A deeper understanding will also be gained through a critical evaluation of contemporary issues.
On completion of the Module, students will take examinations and hand in assignments
Modulo III: Accademia di Comunicazione, Italy
April- June, 10 weeks
Teaching language: Italian
Marketing and Communications
Students will be taken gradually further in their preparation by adding more in-depth competencies in the main areas of their specialisation, and, at the same time, broadening their knowledge by tackling further issues essential to master integrated marketing communications.
Internet Marketing | Direct Marketing | Relationship Marketing | CRM | Trade Marketing | Branding - Case Histories | Marketing Strategy | Marketing Mix Implementation | Audit of Marketing plans | Media management and planning » Analysis of the advertising investments
Communication Strategy | Communication Research Methods | Account Management | Advertising: the advertising brief | Sales Promotions | Sponsorship | B 2 B
Crisis Communication CSR | Corporate Image | Corporate Identity | Multimedia
End of module project works Project work 1 is a simulation concerning the entry into new markets and the launch of new products, meant as the practical application of what students have learnt in modules 2 and 3. Project work 2 is based on the briefing of a client organisation and focuses on internet marketing and on-line communication. It is meant to be the logical conclusion of the first segment of the students' tuition in this area, propaedeutic to the focus and contents of the following module.
Module IV: Universitat Autonoma de Barcelona, Spain
June - July, 5 weeks
Teaching language: Spanish
Introduction to the Spanish media. Role and development of the media function, its relationship to marketing communications | Marketing and Business Communications, especially focussing on brands, products and services | Media usage for business communications in Spain: availability, costs and practices | Communication Strategy | Client/Agency Relationship | Corporate Communication | Case Histories: Political, Institutional and Business Communication | Interactive Communication: functions and opportunities offered by the Web in the Sales of Products on Line | New Opportunities - case studies | Creative Strategy for enterprises: Planning of Communication on the Internet. Workshop | Visits to Web agencies | Professional Seminars: guest speakers will illustrate their experience related to applications of marketing to the media in general and new media in particular. Participants are in permanent contact with outstanding practitioners, organisations and activities of Barcelona cutting - edge communication industry in order to provide them with a fullimmersion learning and training experience at international level | The Creative Process in the Internet - case studies and brainstorming | Media and Advertising Formats in the Internet - case study | Art Direction for Interactive Media - case study | Tv and Internet Contents - case study | Interactive Technology applied to Communication - case studies | Off and On line Advertising Integration - case study | Weekly campaign planning workshops in preparation of the end- of- module project work focussing on a problem of on-line communication.
End of module project work viva presentation.
Module V: Accademia di Comunicazione, Italy
September - October, 8 weeks
Teaching language: Italian
Marketing and Communications: final tuning up.
Design and implementation of a Final Major Work (a marketing and communication project with briefing set by a realworld participating company).
The final project is the natural summation of all the knowledge, competencies, and application skills students have achieved during the educational path of the Programme. As a "real-life" situation, it gives students practical work experience while offering the participating company useful marketing advice.
Students, working in teams, are required to solve a practical marketing problem for the participant company, analysing the unique characteristics and circumstances of such a company. To do so they will be required to undertake extensive research into the enterprise and its environment as well as the specific extent of the marketing problem and prepare a written report. The contents of the Final Major Work will be defended in a viva presentation in front of an Examination Panel including the participating company as well as the module leaders from Accademia di Comunicazione, the Nottingham Trent University and the Universitat Autonoma de Barcelona.
On successful completion of the Masters Programme, students will be awarded the diploma of Master in International Marketing and Strategic Communication by Accademia di Comunicazione and Certificates of Achievement by the Nottingham