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Educational Programme International Business Communication

CODE IBLIBC02R3 ECTS 8 Year of Study 3 Block 3 and 4 Outline module The module consist of a marketing communication project and a knowledge driven unit. For the marketing communication project the students will execute market and communication investigation for an existing company and product. They will investigate marketing and communication possibilities and ways to approach the market in a European country. Besides the project, the module consists of a series of lectures, on the subject of marketing communication strategy; marketing communication instruments, media.

Qualifications

Contribution to BBA Standards Contribution to ROM “50% Practice driven (project assignments for companies that want to do business in Europe), 50% knowledge driven

Contribution to IBL Profile/Competencies C2 Implement, interpret, assess and evaluate (international) market research. Level 3.1 – 3.6

C3 International market analysis and competition analysis. Determine, on the one hand, what the strengths and weaknesses of an organisation are based on analysis of internal processes and culture, as part of the value chain, and on the other hand, determine what the chances and threats are on the international market based on relevant national and international trends. Level 2 and Level 3.1 – 3.3

C4 Develop a marketing policy for a company operating nationally or internationally and be able to support the choices made. Level 3

C5 Set up, execute and adjust various plans on internationalisation from a marketing policy point of view. Level 2.1 - 2.3

C6 International Sales and International Account Management. Develop, maintain and improve business relationships for purchasing, sales and service, and selling products and/or services with the help of modern media (such as customer relationship management, CRM). Level 2.1 and level 2.2

C7 Communicate in three modern foreign languages with awareness of cultural differences, internal and external, national and international. Level3.2 and 3.3

C10 Personal professional international skills. The profession of an IBL graduate is in part characterised by frequent visits abroad for shorter or longer periods, and by him/her representing the interests of the company on site indirectly (promotion, research) or by working in direct contact with the client. He/she must be able to operate in all international regions where the company is represented. This demands various more specific, personal, professional skills from the IBL graduate (= new competency, only for IBL). Level 2.4

Professional product An international marketing communication plan.

Contribution to Dublin Descriptor(s) Knowledge and understanding: Graduates have demonstrated knowledge and understanding in a field of study that builds upon and supersedes their general secondary education, and is typically at a level that, whilst supported by advanced textbooks, includes some aspects that will be informed by knowledge of the forefront of their field of study Applying knowledge and understanding: Graduates can apply their knowledge and understanding in a manner that indicates a professional approach to their work or vocation, and have competencies typically demonstrated through devising and sustaining arguments and solving problems within their field of study. Making judgements: Graduates have the ability to gather and interpret relevant data (usually within their field of study) to inform judgements that include reflection on relevant social, scientific or ethical issues Communication: Graduates can communicate information, ideas, problems and solutions to both specialist and non-specialist audiences. Learning skills: Graduates have developed those learning skills that are necessary for them to continue to undertake further study with a high degree of autonomy.

Context / interconnection

Learning Tracks Semester 6, Specialization year 3

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Relation with other modules/subjects Parallel IBLINT00R3 International Marketing Plan (CEE) IBLEXP0R3 Export plan - Doing business in Latin America Pre- and after Pre: Second year and Placement After: Study abroad and Thesis

Conditions

Starting Level Main phase year 3

Conditions Modules year 2 completed.

Objectives / outcomes Learning objectives / Learning outcomes The Project: The student with his group

- Carries out an international field research as part of a marketing plan - Applies knowledge of international marketing - Designs a marketing plan for realizing targets, including the organizational and financial consequences, - Applies knowledge of (international) marketing communication - Develops a marketing communication strategy for realizing the marketing goals including the organizational and financial

consequences, taking into account knowledge of the company, the market, cultural circumstances, characteristics of the target group giving explicit account of the use and meaning of contemporary media tools for the company’s international marketing activities

The Lectures: The student

- knows the position of marketing communication and branding in an international environment - is aware of the connection between a marketing plan and a (marketing) communication plan. - knows the components of a complex marketing communication plan. - Applies the components of a marketing communication plan in a given case - Distinguishes the different mar com strategies given a market analysis and a product - Distinguishes the pros and cons of different marketing communication instruments - Recommends on how to use direct marketing in the communication strategy in a given case. - Designs (parts of) a marketing plan, including the organizational and financial consequences, giving explicit account of the

use and meaning of contemporary media tools for a company’s international marketing activities

Assessment

Test criteria

…..

Assessment Methods

Assignment 1 Assignment 2 Exam

Description Project report Presentation project report Written test on theory

Details on Format Project report: result of effort throughout module

Presentation – 15 minutes Written test on theory – 120 minutes

Individual/Group Group Individual

Weighting 25% / 25% 50 %

Aids … … None

Grading See Syllabus See syllabus See correction model

Scale of Result Scale of 1-10 Scale of 1-10

Resit Details Resit between exam weeks Resit Exam Week

Review / feedback During Block In Exam Review Session

Special Conditions

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Minimum Requirements A minimum score of 5,5 is required for each component to pass the 3 different assessment components. The final grade will be the average of the components taking into account the mentioned percentages. A minimum score of 5,5 is required to pass the exams.

Compensation A minimum score of 5,5 is required for each component to pass the 3 different assessment components.

Period of validity As Per OER As Per OER

Attendance As the classes are practical, students must attend 80% of classes. Scheduled team meetings 100%.

Programming

Instruction Method(s) Lectures, consultation hours, student presentations, class discussion, film

Facilities/ classroom Theory class room 40 students for the full day, equipped with computer, beamer, audio installation. Classroom available one day, so the students can stay there, classes and tutoring are to be scheduled in this classroom.

Contact Hours per Week 4

Content and planning of lectures and exams/assessments

Blck Wk

Sst (hrs)

Cont. Hours

Instruction Methods / Exams

Group Size Theory/Practical

Content/ Subjects

(x)

B3 1 4 Kick - off / Lecture 40 / 8 x 5 Introduction

B3 2 4 Lecture / Media training

40 / 8 x 5 Branding

B3 3 4 Lecture / Consulting hours

40 / 8 x 5 Marcom plan








40 / 8 x 5 Marcom strategy


40 / 8 x 5 Marcom strategy


40 / 8 x 5 Creative development


40 / 8 x 5 Marcom instruments

B4 4 4 Lecture / Presentations 40 / 8 x 5 Marcom instruments

B4 5 4 Lecture / Presentations 40 / 8 x 5 Marcom instruments


40 / 8 x 5 media


40 / 8 x 5 media

B4 8 4 Project Presentations / report

40 / 8 x 5 presentations

B4 9 2 Exam week 40 / 8 x 5 Theory exam, written test

B4 10 Resit Presentations / report

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B4 12 Resit week Resit theory written test

Literature and Aids

Main Source:

Title Marketing Communication Strategy

Type Book

Compulsory literature : Yes

ISBN 978-90-01-78256-6

Author(s) Ko Floor & Fred van Raaij

Publisher Noordhoff uitgevers

Year Published 2011

Other source: Website:

Educational resources, including software tools.

None.

Lecturers

C.J. Gorter

Document Details

Contactperson C.J. Gorter

Author C.J. Gorter

Version 1

Version Date 16-03-2015

Previous Module Code IBLIBC00R3

Date of change to new Module Code

Study year 2013-2014

Appendices - Study load form - Test matrix - Test example - Answering model / score form - rubric

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Appendix One: Study Load Form

Subject: IBLIBC01R3

Number of weeks Number of classes/lessons (50 minutes)

Number of hours (60 minutes)

Classes/lessons 16 2 27

Self-tuition

Reading time Number of pages

407 3 per hour 0

6 per hour 68

10 per hour 0

Presentations (1) 0,5

Time for consultation 5

Time for research/ preparation presentations 5

Non scheduled lessons

Tests preparation 10

test 2

evaluation 2

Report, thesis, paper per student

research 48

consultation 32

writing 16

Practical training, practical assignment preparation

attendance

consultation

Sub-total in hours (60 minutes) 215,5

Unprovided 5% 10,8

Total number of hours (60 minutes) 224 226

Total number of European Credits (multiples of 28 hours only) 8

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Appendix Two: Test Matrix

Rotterdam Business School

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Test Matrix

Module code IBLIBC01R3

ECTS 8

Competency

Which learning objective will be tested (per competency)

Bloom level (Knowledge, Understanding, Applying, Analyzing, Evaluating, Creating)

Test Criteria Professional product or BoKS- element

Test type Weighting in %

Question number or part of the answering model

Assessment part if applicable (e.g. individual presentation, peer assessment, group assignment)

The student knows the position of marketing communication and branding in an international environment

knowledge Marketing communication plan

Open question

10 1

is aware of the connection between a marketing plan and a (marketing) communication plan)

understanding Marketing communication plan

oq 10 2

knows the components of a complex marketing communication plan

knowledge Marketing communication plan

oq 10 3

Applies the components of a marketing communication plan in a given case

applying Marketing communication plan

oq 10 4

Distinguishes the different mar com strategies given a market analysis and a product

evaluating Marketing communication plan

oq 10 5

Distinguishes the pros and cons of different marketing communication instruments

evaluating Marketing communication plan

oq 10 6

Assessment part if applicable

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Recommends on how to use direct marketing in the communication strategy in a given case

creating Marketing communication plan

oq 20 7

Designs (parts of) a marketing plan, including the organizational and financial consequences, giving explicit account of the use and meaning of contemporary media tools for a company’s international marketing activities

creating Marketing communication plan

oq 20 8

Ceasura/decision pass or fail: 5,5

Constructed by C.J. Gorter

Module owner C.J. Gorter

Date of construction

18-05-2014

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Appendix Three: Text Example

International Business Communication

Examination

This examination consists of 8 questions with a total amount of 100 points. 55 points or over will mean a pass.

The questions refer to the theory as explained in the textbook, the PP’s and in the lectures.

1. A strong brand is worth a fortune. Explain why the following functions of a strong brand are important

and give for every function a short example. (10 pt)

a. For consumers:

i. Convenience when buying

ii. Psychological function

b. For companies

i. Distinction

ii. Continuity

iii. Higher price

iv. Easier product introductions

v. Greater independence as regards the retail trade

2. The marketing plan and the marketing communication plan have a strong connection. (10pt)

a. What is this connection?

b. Explain the similarities and differences between a marketing target group and a marketing

communication target group.

3. “Classical models of the effect of communication are based on a hierarchy of effects on the consumer

confronted with marketing communication. If involvement is high, consumers go through six phases in

three main groups.” (pg 97 textbook) (10 pt)

a. Give the six phases and the three main groups (the high-involvement hierarchy).

b. Give for every phase an example of how marketing communication can ‘help’ the consumer

from one phase to the next.

4. “There are eight communication effect objectives that may occur separately or in combination. The

effect objectives in the textbook are ranked to reflect the product lifecycle and the decision making

process.”(textbook pg 141) (10 pt)

a. Imagine you are the marketing communication manager for Google Glass. Describe for every

one of the eight objectives (in the right order) how communication can play its role.

5. The advertising strategy of international brands may take one of four forms. (10pt)

a. Describe these four forms briefly in terms of positioning, proposition, concept and execution.

6. Direct Marketing Communication can be a one-shot offer, but most of the time it is about building up

information and influencing the prospect in a sort of learning process. Often the goal is two-sided

communication, interaction between producer/retailer and consumers. This is often called dialogue

marketing communication. (10 pt)

a. Explain the steps of DM communication:

i. Preparation

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ii. Proposistion

iii. Follow-up of non-response

iv. After-sales

v. Cross-selling

vi. Relation management

vii. Recruitment

7. Marketing communication plan. Read the case and answer the following questions as if you were the

marketing communication manager of a vegetable growing company that wants to introduce this kind

of product for the finer restaurants in the Netherlands: (20 pt)

a. What are the components of a strategic marketing communication plan?

b. Explain in detail with what method this product can best be positioned? Make use, among

others, of ‘features, benefits, values’.

c. Advise on the marketing communication strategy. Weight the different possible strategies and

give arguments for the one you choose.

Case: Baby or Miniature Vegetables

Whether you call them Teenage Varieties, Personal Sized, Mini-Sized, Baby Vegetables, or

Midget Vegetables, they are all the same--smaller sized examples of vegetables. Mini-

vegetables first caught on in the 1980s. Since that time, the demand for miniatures has waned,

but is coming back.

Miniature vegetables are popular at farmer's markets and at finer restaurants for use with

salads and dessert bowls, and as attractive garnishes for dishes. Mini’s have excellent direct

market and roadside potential where they are seen as cute, novel, and unique, and may help

as a good branding tool. There is very good potential for trade in the premium restaurant

arena where they are a good fit for salads, specialty dishes, and desserts. There is some

potential for specialty wholesale markets, especially with caterers and food service

companies.

The major disadvantage to miniatures is their cost of production, particularly for labor inputs.

Many more fruit must be picked to equal the same volume as with traditional crops,

therefore, labor costs are high. There are multiple mechanisms to produce miniature

vegetables. Many miniatures are immature fruit picked early such as squash, zucchini,

onions, baby corn, lettuce, and cabbage. Some are genetically compact or bred by plant

breeders to be small varieties such as muskmelon, watermelons, baby bak-choy, peppers, and

eggplant. Finally, some are a combination of both variety and growing and maturity, such as

carrots. (source: www.extension.umd.edu)

8. Multi Channel Approach is important in reaching potential customers. (20 pt)

a. Create a Multi Channel Approach for the above case (a chart).

b. Explain (in words) the choices you made, how and why are the different media

/ channels linked to support the buying process?

== END OF EXAM ==

http://www.extension.umd.edu/

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Appendix Four: Answering model/Score Form

Assignment 1: Project Report

Evaluation Form –Project Report Year 3 2013-2014 (NB: this model may differ slightly depending on the content of the project)

Project group

Client Pedak Measurement Solutions

Tutor

Assessment Satisfactory (score 5.5) / Not satisfactory (score < 5.5)

Assessment criteria Weighing

Plan of Approach The project group:

(1) Internal and external analysis:

(2) Country analysis & Market context:

(3) Field research: data collection and data analysis:

(4) Marketing Communication Strategy & first outline MC Mix

(5) Final report

a. Marketing objectives, Marketing strategy & Possibilities E-business b. Financial analysis (marketing & marketing communication) c. MC target group, MC objectives, MC strategy & brand proposition d. Multi Channel Approach, Direct Marketing & New Media

P/F 10 10 10 10 40

Quality of report 20

TOTAL SCORE (max. 100 pt = 10):

…

Assignment 2: Report Presentation

Criteria Weighting

Attendance all team members Sine qua non

Professionalism (visuals, clothing etc) 10

Management summary / hand out 10

Structure 10

With conviction present the results and justify the analysis 10

Content:

Marketing objectives, Marketing strategy & Possibilities E-business

Financial analysis (marketing & marketing communication)

MC target group, MC objectives, MC strategy & brand proposition

Multi Channel Approach, Direct Marketing & New Media

10

10

10

10

Two examples of the Look & Feel 10

Conclusion/advice 10

Total Score (max 100 pt = 10) 100

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Appendix Five: Rubric