This unit examines global branding concepts, analytical methods and decision tools necessary for understanding the dynamic nature of international marketing communications. Recognising that global consumers have diverse needs, preferences, and expectations, the unit provides understanding of the strategies required to meet these challenges and exploit opportunities. Internationalisation issues will be analysed via case studies from around the world. The unit also explores diverse concepts, theories, and managerial tools available, and their application in the context of political, economic, legal, ethical, technological and socio-cultural environments. This unit develops the necessary skills to design and implement global brand strategies for effective cross-and intra-cultural interactions in real world situations.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Interpret and apply advanced knowledge of communications practice, exhibiting critical analysis of trans-cultural marketing communication and branding issues in the process;

2. Demonstrate autonomy, accountability and expert critical judgment in managing international level brands through the synthesis of theory and practice;
3. Strategically analyse research principles, multi-country data, and segmentation methods to capitalise on market opportunities; and
4. Apply oral and written skills developed from the synthesis of information knowledge and cultural literacy to the international branding context.

Graduate attributes

1. UC graduates are professional - communicate effectively
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings

Prerequisites

Must have passed 24 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

9113 International and Sectoral Marketing Communication PG

Assumed knowledge

None.