Aims: To develop students' understanding of the principles of marketing from their Second Year and to ally it to their own experience on placement, passing on to the international context. It also aims to place the marketing function within social and organisational networks of communication.
Learning Outcomes:
On completion of the Unit students shall have an understanding of the interrelation between social, political and practical elements of international marketing within (particularly but not exclusively) the context of advertising in Spain. Students will be able to demonstrate this knowledge through seminar presentations on a given communications brief, and examination performance.
Skills:
Skills in critical analysis, conceptual thinking, precision in the use of written and spoken language, exercise of independent judgement, reasoned argument, teamwork and the planning/conduct/reporting of non-quantative research are developed and assessed in this unit.
Content:
The unit examines the application of theory to specific products, campaigns and case studies. It also focuses on theory and practice of mass communications, the role of PR, and the impact of national on marketing practice.
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