Module title: International & Intercultural Communication

SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: JAC10109
Module leader: Gary Lunt
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

There are no pre-requisites for this module to be added

2018/9, Trimester 1, Blended, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Gary Lunt
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods
The Lecture programme will develop the students understanding of the historical context relative to global corporate communication and the globalisation debate and will lead into contemporary research and best practice providing the student with a holistic understanding of global communication planning, strategy and implementation. A blended approach and balance between theory and practice will develop the students' critical and analytical approach to the area, with the workshop programme engaging them in in-depth monitoring/tracking, evaluation/analysis and debate relative to how corporations/organisations approach strategic global communication (this will in turn develop the autonomous learner).

Assessment (formative and summative)
Formative group work throughout the module on case study material will engage the student and develop their knowledge and critical/analytical skills. The summative assessments allow for the student to demonstrate their knowledge, critical and analytical skills relative to a range of global corporate communication situations and contexts.

The module content and focus encourages collaborative engagement, through group and team work and class debate relative to global communication situations/contexts and in addressing the challenges & problems associated with international communication strategies. Students are also engaged in individual work and assessment allowing for increased autonomous learning. In all assessments, the student is expected to engage in and apply secondary research & theory in critical analysis and reflection.

Embedding of employability/ PDP/ scholarship skills
The aim of the module is to enable students to interpret a wide range of strategies, communication models and cultural awareness within PR, advertising and a corporate communication milieu.

Research
On-going tutor/lecturer interest and related research will underpin the taught element of this module.

Suppor

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 60 1,2,4 12 HOURS= 0, WORDS= 3000
Oral Assessment 40 1-5 12 HOURS= 0, WORDS= 0
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Description of module content:

The student will study: issues of global & national identity; international brands & products and related communication activities; international brand management and reputation management; international/global marketing activity including message/product placement, distribution & promotion; cultural considerations such as Imperialism and the Global-Local Nexus; international & national legislation/regulation and its impact on communication.

Learning Outcomes for module:

Upon completion of this module, you will be able to:
LO1: Demonstrate an enhanced understanding of the theoretical issues underpinning the academic study of globalisation and international corporate communication.
LO2: Evaluate the policies and practice involved in multi/trans-national business operations and communication.
LO3: Apply relevant communication theories and concepts/perspectives in professional analysis of global communication activity.
LO4: Demonstrate knowledge of international approaches and strategies of ownership; marketing/promotion; formal & informal codes of representation and communication.
LO5: Consider the viability and debate surrounding cultural and economic imperialism.

Indicative References and Reading List - URL:

Recommended - HANS OUWERSLOOT, TOM DUNCAN INTEGRATED MARKETING COMMUNICATIONS: MCGRAW HILL, 1st ed.
Recommended - THOMAS L. MCPHAIL GLOBAL COMMUNICATION: THEORIES, STAKEHOLDERS AND TRENDS: WILEY, 4th ed.
Recommended - FRED E. JANDT AN INTRODUCTION TO INTERCULTURAL COMMUNICATION
IDENTITIES IN A GLOBAL COMMUNITY: SAGE, 8th ed.
Recommended - FRED E. JANDT INTERCULTURAL COMMUNICATION
A GLOBAL READER: SAGE, 1st ed.
Recommended - MARIEKE DE MOOIJ GLOBAL MARKETING AND ADVERTISING
UNDERSTANDING CULTURAL PARADOXES: SAGE, 4th ed.
Recommended - SHUANG LIU, ZALA VOLCIC & CINDY GALLOIS INTRODUCING INTERCULTURAL COMMUNICATION
GLOBAL CULTURES AND CONTEXTS: SAGE, 2nd ed.
Recommended - WILLIAM B. GUDYKUNST CROSS-CULTURAL AND INTERCULTURAL COMMUNICATION: SAGE, 1st ed.
Recommended - WALLACE V. SCHMIDT, ROGER N. CONAWAY, SUSAN S. EASTON & WILLIAM J. WARDROPE COMMUNICATING GLOBALLY
INTERCULTURAL COMMUNICATION AND INTERNATIONAL BUSINESS: SAGE, 1st ed.
Recommended - JAMES W. NEULIEP INTERCULTURAL COMMUNICATION
A CONTEXTUAL APPROACH: SAGE, 6th ed.
Recommended - CEES HAMELINK GLOBAL COMMUNICATION: SAGE, 1st ed.
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