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Textbook: Barbara Mueller, Dynamics of International
Advertising, Peter Lang Publishing, Inc., 2004.
ISBN 0-8204-6360-4
This course focuses on the basic principles of international marketing
communications in the 21st century with emphasis on global advertising.
These principles will include global versus local creative strategies
and executions, international media opportunities, and global research
methods. The course does not provide a country-by-country analysis of
the global marketplace. Given how quickly our world changes, this would
be a futile effort. Rather, it equips the student with an understanding
of the basic principles of global marketing and advertising, including
the various and differing cultural, economic and political factors that
impact international marketing communications.
The classroom environment will be highly interactive, and students will
be asked to present and defend their answers covered in the regularly
scheduled assignments. Emphasis will be on cooperative learning and free
discussion. Professor Seal has an MBA in marketing from New York University,
and has taught there for the last five years as an Adjunct Associate Professor
of Marketing at the graduate and undergraduate levels. Prior to teaching,
he spent 30 years in the advertising industry working as a senior executive
in account management for BBDO Worldwide, Lintas Worldwide, and Ted Bates
Advertising. In addition to the textbook material, there will be much
of his personal marketing and advertising experience shared with the class.
1. Communicate the role of international marketing communications in today's
highly competitive global marketing environment and its critical importance
in the creation and management of a company's global brands.
2. Communicate an understanding of the various and differing cultural
factors throughout the world that impact global marketing communications,
and how to deal with them.
3. Ensure that every student who completes this course will have a firm
basis for creating, implementing and evaluating international marketing
communications programs.
January 24, 2005 - Understanding the Basic
Principles of Integrated Marketing Communications. No reading is required
but it is critically important that students attend this class since it
will lay the foundation for understanding the key principles of integrated
marketing communications.
January 31 - Growth of International Business
and Advertising. Chapter 1.
- Historical perspective
- Need for corporate growth - new markets
- Trade pacts
- Growth of world trade
- Growth of global advertising/IMC
- Growth of global advertising agencies
February 7 - The International Marketing
Mix. Chapter 2, p. 22 - 54
Standardization versus Specialization of the Marketing Mix (The "Four
P's")
- Product: design, development, branding, packaging
- Place: distribution channels
February 14 - The International Marketing
Mix. Chapter 2, p. 54 - 84
Standardization versus Specialization of the Marketing Mix
- Price: pricing policies, profitability
- Promotion: advertising, personal selling, sales promotion, direct marketing,
public relations, sponsorships, product integration and trade fairs
February 21 - The International Marketing
and Advertising Environment. Chapter 3.
Demographics, Economic Factors, Geographic Characteristics, Political-legal
Factors, and Cultural Factors
February 28 - The Cultural Environment.
Chapter 4, p. 106 - 131
- Concept of Culture, Sub-cultures, Culture and Communication
- ASSIGNMENT OF TEAM PROJECT: An international advertising campaign in three
countries which differ in culture and economic status. Project is due
at the end of the course. To be discussed further in class.
March 7 - The Cultural Environment. Chapter
4, p. 131 - 155
Expressions of Culture, Influence of Culture on Consumer Behavior
March 14 - Coordinating and Controlling
International Advertising. Chapter 5.
- Centralized versus Decentralized Control of International Advertising
- MIDTERM EXAM in the last hour of class
March 21 - No class. Spring recess.
March 28 - Creative Strategy and Execution.
Chapter 6.
- Strategic decisions: Standardization versus Specialization
- Execution Decisions
- Themes and Concepts: Universal versus Culture-Bound
April 4 - Advertising Media in the International
Arena. Chapter 7.
- National and Local versus International Media
- Availability, Viability, Coverage, Cost, and Other/Unique Local Media
April 11 - Research in the International
Arena. Chapter 8.
The Role of Research in International Advertising, Steps in Research Design,
Secondary versus Primary Data, Key Issues and Problems with International
Advertising Research
April 18 - Advertising Regulatory Considerations
in the International Arena. Chapter 9.
- Influences on National Regulations Relating to Products, Audiences, Content,
Creative Approaches, and Media
April 25 - Social Responsibility and Ethics
in the Global Marketplace. Chapter 10.
- Social Responsibility and the Marketing Mix
- Environmental Concerns
- Advertising in Developing Markets
May 2 - Presentation of international advertising
project, in class.
May 9 - FINAL EXAM. Exam will be in-class,
closed book.
Project: 25%
Midterm exam: 25%
Final exam: 40%
Class Participation: 10%
David S. Seal, Iona College
Copyright © 2005. All rights reserved.
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