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International Marketing Communications & Ethics - MAN00057M

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  • Department: The York Management School
  • Module co-ordinator: Dr. Nadina Luca
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2018-19

Module will run

Occurrence Teaching cycle
A Spring Term 2018-19

Module aims

This module aims to examine marketing communications in both domestic and international/cross-cultural settings. It aims to develop students capacity to learn and engage with:

  • the need to build up long-term, sustainable relationships with customers and various stakeholder groups in an age of increasing media specialisation and fragmented audiences.
  • the role of marketing communications strategies in the maintenance of a coherent and consistent image of an organisation and their influence on consumer behaviour.
  • the various tools of marketing communications: advertising, public relations, sales promotion, personal selling, direct marketing, and digital marketing with appreciation of ethical and sustainability issues..
  • the ethics of marketing communications and the opportunities and challenges of communicating brand images and corporate values across national, linguistic and cultural borders.

Module learning outcomes

  • Critically analyse the tools of an integrated marketing communications mix (advertising, PR, personal selling, sales promotion, direct marketing) as well as their role in the building and communication of successful organisations and brands.
  • Critique, select and apply marketing communication theories and concepts to write a concise academic report on an integrated marketing communications plan.
  • Develop knowledge and understanding of the need for individuals and organisations to manage marketing communications responsibly and sustainably and behave ethically in relation to social, cultural, economic and environmental issues in domestic and International contexts.

Other learning outcomes

  • Ability to write a concise fully referenced academic report using relevant library resources.
  • Demonstrate ability to work both independently and in teams, set goals, and complete tasks within deadlines.
  • Produce logical and structured arguments supported by relevant evidence.

Module content

  • Understanding the nature of marketing communication within both a domestic and international context.
  • Critical awareness of how marketing communication is formed and influenced by external environment.
  • A systematic understanding and comprehensive knowledge of how organisations communicate with their various stakeholders and the ethics of marketing communications.
  • The strategic implications of marketing communications and their contributions to achieving organisational and social goals.

Topics to be covered include:

  • Fundamentals of Marketing: marketing and society.
  • Integrated Marketing and the communications mix.
  • Communication theory and decision making in the global context.
  • Relationship Marketing and the different approaches across cultural contexts.
  • Communicating corporate identity and corporate image.
  • Consumer perspective and the role of marketing communications in creating meaning
  • Advertising.
  • Public Relations.
  • Sales promotion & sponsorship.
  • Direct marketing, personal selling and product placement
  • Digital marketing


Task Length % of module mark
Consultancy Report
N/A 100

Special assessment rules



Task Length % of module mark
Consultancy Report
N/A 100

Module feedback

Each student will receive a feedback sheet with detailed comments on his/her assessment, explaining how the student performed in relation to each of the criteria used for assessment
At the end of term an evaluation of the course to be approved by the Board of Examiners and uploaded on the VLE
Turnaround time is maximum 6 weeks

Indicative reading

  • Fill, C. (2013) Marketing Communications: Brands, experiences and participation. (6th Edition) Harlow: Prentice Hall

Other readings:

  • Eagle, L. & Dahl, S. (2015), Marketing Ethics & Society, Sage.
  • Crane. A & Matten. D (2016), Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization (4th ed). Oxford University Press.

Other supplementary texts

  • Belch, G. E and Belch, M. A (2009) Advertising and Promotion: An integrated Marketing Communications Perspective, 8th Edition, Boston; London: McGraw-Hill/Irwin
  • Brassington, F., and Pettitt, S. (2006), Principles of Marketing, (4th Edition), Prentice Hall.
  • Ghauri, P., Philip and Cateora, P. (2010), International Marketing, (Third Edition), McGraw Hill, London.
  • Murphy, P. E., Laczniak, G. R. and Prothero, A. (2012) Ethics in Marketing: International Cases and Perspectives. New York: Routledge
  • Pickton, D. and Broderick, A. (2005), Integrated Marketing Communications, (2nd Edition), Prentice Hall, Harlow.
  • Smith, P. R. and Ze Zook, Z. (2011), Marketing Communications: An Integrated Approach, (5th Edition), Kogan Page,London.
  • Usunier, J. C. and Julie, A. L. (2012), Marketing Across Cultures, (6th Edition), Prentice Hall, Harlow.

Useful Journals:

  • Journal of Advertising
  • Journal of Advertising Research
  • International Journal of Advertising
  • Journal of Marketing Communications
  • Journal of Business Ethics

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.