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.
PRESCRIBED TEXT - INTEGRATED MARKETING COMMUNICATIONS