IMC 530 International and Global Communication Perspectives

Spring Semester

Our borders may be shrinking in today’s world, but understanding the cultural and political differences of a country is critical to having stakeholders and publics understand the message. This course explores the theoretical and practical framework for studying global integrated marketing communication, exploring specific countries around the world to identify differences and similarities that affect the areas of public relations, marketing, and advertising. It examines key issues by considering past successes and failures in strategy, addressing the importance of knowing local culture in communication and positioning, and discussing emerging issues in brand globalization. 3 credit hours