Sixth semester:
Study guidelines for International Market Communication in Practice (English):
This ‘helpline’ is intended to assist you in your learning process and preparation of written
assignments. It will be updated as needs arise, and the latest information will always
appear on top of the page.
Week 12, Tuesday 16/3
We are going to have a workshop on Appraisal on Tuesday. In preparation, please study
pp 6-11, An Overview of Appraisal. Do not read the material for workshop 2. We will have
enough to do covering the first part. The idea is for us to use it on the GAP annual report
introduction, which you also find in the models compendium (pp 48-49).
Week 9, Tuesday 24 February:
For Tuesday, please look at the LEGO brochure and compare it with the Lamaze
brochure, which you will find in the compendium. Then comment on move-structure and
also try to identify the communicative purposes revealed in the text. Also pay attention to
the rhetorical features used in the text. Now look at table 9.2 on p. 48 in the compendium
‘Evaluative criteria for screening new product ideas’ and relate one of the LEGO products
to the screening table – for the sake of simplification, let us choose one product: 3700
Emergency Vehicles Set on the page numbered 10. Try to give some thought to some of
these points, but you may bypass the points that do not seem relevant or for which you do
not have the necessary background knowledge.
I forgot to appoint somebody for a presentation of the article, so we will talk about it
together, all of us.
Week 8, Thursday 19 February:
1) Your written assignment will be accepted if you e-mail it to me before 16 p.m. on Friday.
If you submit later, you will need my approval.
Make sure that you submit at least the written product you were asked to write. In this
week it is a fund-raising letter. Then, for the sake of practice also try to do in-depth
analysis of one or two points from Halliday’s context of situation and report on them in your
paper.
2) Read the chapter on Product Decisions with a view to using aspects from it in the LEGO
assignment for next week.
3) If possible, try doing the exercise on argumentation, which we will talk about in class.
Click on the News link and read more 
4) We will briefly talk about the LEGO case, including move-structure and communicative
purposes in brochures.
Week 7, Thursday 12 February:
Read Chapter 15 in MAC and pay attention to the most important points for a joint
discussion). Read the case about Carbide at Bhopal (pp 536-538) and work on the
questions related to the case.
Read indigenisation of Marketing (compendium I, pp 23-28), and be prepared to answer
questions.
Presenter for week 8, Tuesday: Louise Hjerrild (MAC chapter 16)
Opponents: Teagh and Rikke
Week 7, Tuesday 10 February:
1) Read through Chapter 14 in MAC and pay attention to main points only. Usunier is
extremely talkative and gets lost in detail, especially when reviewing various
research. Go over this without spending too much time on it. The only case you
should read is the Borovets case, which we will discuss in preparation of your
written assignment.
2) Try analysing the three press releases on safety in ski resorts. You will be working
in groups or pairs tomorrow where you will discuss your analyses.
3) We will talk about assignment 1 and how it could be written.
Week 6, Thursday 5 February 2004:
1) When you prepare the chapter Bases on International Marketing in the
compendium, please try to answer the question at the end of the chapter (pp 2122).
2) When you read MAC, chapter 13, please pay attention to main points. Then read
the case on pp 443-444 (Supreme Canning) and think about questions 1 and 2 on p
445.
3) Finally, take a look at the two airbag press releases we did not manage to analyse
yesterday (pp 27-29 in the models compendium), and try to think about their movestructures and communicative purposes.
Week 6, Tuesday 3 February 2004:
Our first session will be a general introduction to the course where I shall also introduce
you to various models for analysis. The remainder of the time will be spent on studying the
genre of press releases. For this purpose, please read through the three press releases
found on pp 25-29 in Models, texts and cases (MTC). That is the only preparatory work
you are required to do for our first meeting in class.