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The course focuses on intensive analysis of theoretical concepts
and the practice of international advertising. Topics include
environmental considerations in international advertising,
the planning and execution of advertising worldwide, and the
role of media in the debate surrounding standardization versus
localization of worldwide advertising campaigns for consumer/industrial
products and services. Additional focus is placed on learning
about other communications methods including sales promotion,
direct marketing and public relations as integral elements
of an international marketing communication program.
1. To learn basic terms and important concepts as they apply
to international advertising and promotion.
2. To focus upon environmental similarities and differences
across nations with specific attention to implementation of
an international marketing communications program.
3. To foster an appreciation of research methods, planning
techniques, creation and placement of advertisements, and
ethical issues facing international advertisers today.
4. To generate students' awareness of other promotional activities
(sales promotion, PR, direct response etc.) used by international
advertisers in the formulation of an international communications
program.
5. To have students demonstrate knowledge and understanding
of the various issues underlying the standardization versus
localization debate of worldwide advertising campaigns.
6. To integrate and expand on concepts learned previously
from international marketing.
7. To help students develop a better understanding of the
marketing communications implications of the cultural diversity
of increasingly interdependent world, and to foster better
understanding of the complex issues confronting international
advertisers.
Prerequisite: MAR 351, International Marketing
Required Text: International Advertising, by Barbara Mueller,
first edition, Wadsworth, 1997.
Specific Requirements include the following:
1. Exams:
A total of two exams (mid-term and final) will be given covering
materials from the text, lectures, hand-outs, cases, speakers
and films. Tests will include a combination of multiple choice,
and short answer essay type questions. Students should be
able to demonstrate that they are able to apply concepts covered
in the course to current international advertising and promotion
issues. Essay questions will allow students to select which
questions they wish to answer. Any student who cannot take
an exam on the scheduled date must get an alternate date approved
by the instructor prior to the exam date. Last minute excuses
will not be tolerated.
2. Class Participation:
The course will be run primarily as a lecture/discussion
class. Many sessions will be devoted primarily to the discussion
of cases which will be used to supplement and dimensionalize
important concepts covered in various chapters. Cases will
generally be distributed in class prior to the session for
which they are assigned. Any student who misses class is responsible
for finding out if a case was distributed and getting a copy
before the class in which it will be discussed.
The success of the class is highly dependent on careful student
preparation prior to class and active student involvement
during class discussions. It is expected that all assigned
reading will be done prior to the class in which it will be
discussed. Students are strongly encouraged to keep abreast
of current events (in relation to international advertising)
reported in the business press, and share their reading during
class discussions. Class participation grades will rely heavily
upon both the quality and quantity of participation in class
discussions and on attendance in class, which will be monitored
each week.
3. Term Project:
As a term project for the course, students will be asked
to analyze ads from Cosmopolitan magazine in a foreign country
and to compare these ads to ads in the same issue of Cosmopolitan
in the US. Students will analyze both general differences
in advertising style and execution and specific differences
in individual company campaigns. Each student will make a
brief presentation at the end of the semester about the country
studied, and the class as a whole will discuss the findings
and the analysis. Details regarding the expected content of
the analysis and how papers should be written will be provided
in a separate handout. Due dates for the term project and
for the appendices which are to be handed in as progress reports
are shown in the schedule which follows.
Lateness and Academic Honesty:
Late papers will be penalized based on 5% off the first day
and 10% each day thereafter. The department policy will apply
to all honest issues.
Grading Policies:
Each specific component of the course will be graded on a
100 point scale, with each weighted as follows to determine
a final grade:
Mid Term Exam: 20%
Final Exam: 25%
Term project: 35%
Class Participation: 20%
Date Topics and Case Assignments Reading and Assignments
Sept. 14 Course Introduction International Advertising Overview
Sept. 28 The International Marketing Mix, Chapters 1 &
2 (skip p. 41-54) Globalization of Markets
Oct. 5 Cultural Environment, Chapters 3 & 4 Country preferences
Oct. 12 Coordinating and Controlling, Chapter 5 International
Advertising
Oct. 19 Creative Strategy Chapter 6
Oct. 26 Mid-term exam Study Chapters 1-6, films, cases
Nov. 2 Creative Execution
Nov. 9 Advertising Media, Chapter 7 Discuss US Cosmo Ads
Nov. 16 Research International Arena Chapter 8
Nov. 23 Advertising Reputation Chapter 9
Nov. 30 Social Responsibility and Ethics Chapter 10
Dec. 7 New Marketing and Advertising Frontiers Chapter 11
Dec. 14 Term Project Presentations Term Papers due
Dec. 21 Final Exam Chapter 7-11, cases, hand outs,
films, speakers
Cases to be drawn from the following: American Airlines, Budweiser,
Clorox, Diesel Jeans, Digital, Frito-Lay, Hasbro, Henkel,
McDonald's, Mobil, Moulinex, Nestlé, Sharp Electronics,
Reebok, Volkswagen
Paul Kurnit
Copyright © 2000. All rights reserved.
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