International Marketing - 13-17 октября 2014

ЧОУ ВО Институт международной торговли и права негосударственное образовательное учреждение (экономический, юридический ВУЗ Москвы). Основан в 1991 году.
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Основан в 1991 году

International Marketing - 13-17 октября 2014

ПРОГРАММА ПО КУРСУ «International Marketing & PR» 13-17 октября 2014

Tutor: Susan Lilico Kinnear
Senior Lecturer
Manchester Metropolitan University

 

Teaching Hours: 20 hours

Subjects:

  • The relationship between Marketing and Public Relations
  • Media Structures in Europe and Great Britain
  • Media Relations, Media Writing and the mnemonic What
  • International Public Relations

Assessment:

  1. In-class individual assessment to produce 250 word press release from materials supplied to test applied learning
  2. 1.5 hour assessment a week following lectures incorporating 15 multiple choice questions and two essay questions from a choice of three
     

Пример программы 2012 года

Session 1 – 1.20 hours

Public Relations and Marketing; Relationships and differences

  • Professional and academic definitions of both disciplines
  • The historical development of PR and basic theories
  • The hegemony of marketing
  • The integration of marketing and public relations through IMC

Session 2 – 1.20 hours

Media Structures in Europe and Great Britain

  • The current European media landscape
  • Media concentration, saturation, convergence and tabloidisation
  • Theories of media; liberal pluralism, socio political theories of media, institutional/contextual theories of media

Session 3 – 1.20 hours

Media Relations, Media Writing and the mnemonic What

  • Elements of the news
  • The relationship between PR and the media
  • Press release writing
  • Intro writing, news line and introduction of voice
  • The mnemonic WHAT

 

Session 4 – 1.20 hours

Media Writing Practical Session 1

  • Media scenarios
  • Student practice of news writing using examples
  • Formative input from lecturer on individual basis

Session 5 – 1.20 hours

Media Writing Practical Session 2

  • Media scenarios
  • Student practice of news writing using examples
  • Formative input from lecturer on individual basis

Session 6 – 1.20 hours

Media Writing Assessment to produce 250 word press release from materials supplied

Session 7 – 1.20 hours

International Public Relations

  • Definitions, Theories and ethics
  • IPR context
  • Agenda Setting and lobbying
  • Centralised verses Adaptive Communications

Session 8 – 1.20 hours

International Public Relations

  • IPR Application & Cultural Orientation
  • Government IPR
  • International diplomacy

Session 9 – 1.20 hours

European Media and IPR

  • European media regulation and the public interest
  • New media, social media and advertiser sponsored programming/product placement

Session 10 – 1.20 hours

Feedback on Media Writing Assessment Plenary/individual tutorials/Q&A

 

Teaching Philosophy

The general principle of these sessions is to blend a selection of academic theory with accessible, interesting examples.  For example, while talking to the group about international tourism campaigns put together by the Australian or Danish government, I will be able to demonstrate the theory behind the strategy, at the same time as showing the students multi media clips that demonstrate how the theory relates to practice.