Global Integrated marketing communications


You should provide a BRIEF introduction to your Organisation to help your tutor and any other reader understand it. Using published supporting material in the appendices, if required, your introduction to the Organisation is likely to include the mission statement (if applicable), key objectives, key markets and areas of operation.

Part One  Review of Current Practice  60% Weighting

The opportunities and challenges for planning and implementing integrated marketing communications on a global scale are vast. Considering your selected organisation you should critically examine, with appropriate references to both theory and examples of practice:

a) how they employ marketing communications strategies and tactics to reach specific target markets

b) to what extent they adapt or standardise their communications globally/internationally

c) whether there is evidence of integration in their marketing communications

This section of the report should draw on relevant theories of marketing communications and their use, or lack thereof, within the practices of the Organisation selected. This section of the report is likely to be more discursive in nature and thus include references to appropriate academic literature. Please ensure you include all references at the end of your report in the appropriate section.

Part Two  Recommendations for Improvement & Change  40% Weighting

Propose a marketing communications strategy, incorporating a one year outline tactical plan, to enable the organisation to respond in an integrated manner to the needs of a given (,Inc) target market.

This plan should include:
” Marketing Communication objectives and an explanation of how these relate to organisational objectives
” Targets and justification for their selection
” Messages & creative ideas
” Tools and justification using the 4C s approach
” Gantt chart or table showing timeframe/task
” Budget
” Evidence of integration.

Global Integrated marketing communications

Students will be required to demonstrate their knowledge and understanding in communications theories and techniques through a critical evaluation of theory followed by the development of an Integrated Marketing Communications plan for a selected organisation in a country of their choice.

” Student presentations and discussion on key aspects of communication and IMC.
” Analysis of contemporary practice in marketing communications using case studies.
” Presentation of student generated research into present-day communication practice.
” Guest speakers and opportunity to attend network meetings and workshops
Organised by industry practitoners


” The global marketplace
” Communication theory and IMC theory
” The role of marketing communications
” Marketing Communications strategies
” The IMC planning process
” The marketing communication mix
” Strategic interactivity of the communications mix with other elements of the marketing mix and organisational activities.
” Analysis of the factors that affect managers decisions on the specific ingredients within the mix to achieve marketing goals
” The marketing communications industry The communications business and parties involved in communication strategy and the issues related to managing this in a global context (consumer culture and media/industry perspectives)
” Locating marketing communications within the framework of corporate communication objectives and its relationship to corporate identity and branding
” The relevance of cultural factors that influence marketing communications practice
” Current and future developments in marketing communications, such as new media, integration, interactivity and relationship dialogue.

This assignment is an enjoyable one; it will encourage you to think about the different ways in which organisations (of different types) decide to communicate to their different stakeholders. We will consider theories of marketing communications and the need for integration, we will explore the different roles of communication, and we will evaluate the different marketing communications strategies and tools used to meet organizational objectives. We will also consider the added complexities of managing and undertaking such activities on an international and global scale. Such complexities exist in terms of markets but also in the communications industry itself. Through considering both theory and practical examples you will become practiced in critically evaluating marketing communications and have the ability to recommend strategies and actions to improve the management and impact of marketing communications.

Fill, C. (2006 or 2007 new media version), Marketing Communications: Engagement, Strategies & Practice, FT Prentice Hall, ISBN13: 9781405873086

De Mooij, M. (2005), Global Marketing and Advertising  Understanding Cultural Paradoxes, Second Edition, Sage Publications, ISBN 9781412914765

Schultz, D. E. and Kitchen, P (2000), Communicating Globally An Integrated Marketing Approach, Palgrave Macmillan, ISBN 0333921372

Journal Articles:

You should download and read each of the following journal articles  we will be evaluating the contents and contributions to knowledge in the seminars. There are many other articles on Integrated Marketing Communications  collect and evaluate some of these too.

Cornelissen, J.P. and Lock, A.R. (2000), Theoretical Concept or Management Fashion? Examining the Significance of IMC, Journal of Advertising Research 40, 5: 7-15
Gould, S. J., Lerman, D. B and Grein, A. F. (1999), Agency Perceptions and Practices on Global IMC, Journal of Advertising Research, Volume 39, Issue 1
Grein, Andreas F. and Gould, Stephen J. (1996), Globally Integrated Marketing Communications, Journal of Marketing Communications, Volume 2, No. 3 pp141-158
Kanso, A. M., and Nelson, R. A., (2006), Older and Bigger: Do Larger, more established international firms use standardised advertising more than their younger, smaller counterparts, Journal of Marketing Communications, Volume 12, No. 3, pp147-164
Kitchen, P.J. (2005) New Paradigm  IMC  Under Fire, Competitiveness Review, Vol 15, No. 1
Kitchen, P., Brignell, J., Li, T. and Jones, G.S. (2004), The Emergence of IMC: A Theoretical Perspective, Journal of Advertising Research, March, P19, 12 pages
Kitchen, P. and Schultz, D.E. (1999), A Multi-Country Comparison of the Drive for IMC, Journal of Advertising Research, February, P21, 18 pages
Kitchen, P.J. and Schultz, D.E. (1997) Integrated Marketing Communications in US Advertising Agencies: An Exploratory Study, Journal of Advertising Research, 37 5, pp 7-18
Nowak, Glen J. and Phelps, Joseph (1994), Conceptualising the Integrated Marketing Communications Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research, Journal of Current Issues and Research in Advertising, Volume 16, No.1
Schultz, D. E. (2004), IMC Receives More Appropriate Definition, Marketing News, Sept 15th
Schultz, D.E. (1996), IMC has become a Global Concept, Marketing News, 30, 5: 6
Schultz, D.E. and Kitchen, P.J. (2000) A Response to Theoretical Concept or Management Fashion?, Journal of Advertising Research, 40 5: 17-21


Journal of Marketing Communications
Journal of Integrated Marketing Communications (online)
Journal of Advertising Research
Corporate Communications; An International Journal
Journal of Marketing Management
European Journal of Marketing


Advertising Standards Authority  uk
Chartered Institute of Marketing  uk
The Advertising Association  uk
The Institute of Direct Marketing