602.412 (21W) Special Topics in Consumer Behavior: International Advertising

Wintersemester 2021/22

Beginn der Anmeldefrist
02.09.2021 00:00

Erster Termin der LV
10.01.2022 09:00 - 15:00 Details can be found in Moodle Off Campus
Nächster Termin:
11.01.2022 09:00 - 15:00 Details can be found in Moodle Off Campus

Überblick

Bedingt durch die COVID-19-Pandemie können kurzfristige Änderungen bei Lehrveranstaltungen und Prüfungen (z.B. Absage von Präsenz-Lehreveranstaltungen und Umstellung auf Online-Prüfungen) erforderlich sein.

Weitere Informationen zum Lehrbetrieb vor Ort finden Sie unter: https://www.aau.at/corona.
Lehrende/r
Tutor/in/Innen
LV-Titel englisch
Special Topics in Consumer Behavior: International Advertising
LV-Art
Vorlesung-Kurs (prüfungsimmanente LV )
LV-Modell
Onlinelehrveranstaltung
Semesterstunde/n
2.0
ECTS-Anrechnungspunkte
4.0
Anmeldungen
0 (40 max.)
Organisationseinheit
Unterrichtssprache
Englisch
mögliche Sprache/n der Leistungserbringung
Englisch
LV-Beginn
10.01.2022
Seniorstudium Liberale
Ja

Zeit und Ort

Beachten Sie bitte, dass sich aufgrund von COVID-19-Maßnahmen die derzeit angezeigten Termine noch ändern können.
Liste der Termine wird geladen...

LV-Beschreibung

Intendierte Lernergebnisse

This course introduces the student to the unique challenges associated with developing and implementing successful advertising campaigns globally.  The course mixes both theoretical and practical perspectives in addressing the dynamics of advertising as it functions within the international marketing mix.  The course is designed to help students understand key issues that advertisers must keep in mind in creating effective programs for foreign markets: cultural norms and values, economic policies, legal constraints, political environments, social  contexts, and more.  Both the process and product of international advertising are addressed – from research and strategy development to creative execution and media planning.

Lectures will be made available to you via PowerPoints (with extended lecture notes) that will be posted on Moodle on the afternoon prior to each day’s lectures (for example, PowerPoints for the first day of class – Monday January 10th – will be available on Moodle on Sunday afternoon January 9th). Readings will be available on Moodle approximately eight weeks prior to the beginning of the seminar. In order to do well in this class, you are strongly encouraged to complete ALL readings. Your responsibilities include completing an online examination, and submitting a Culture & Advertising assignment, as well as submitting responses to reflexive questions associated with the PowerPoint lectures to the instructor’s email address (see above). Please note that there are specific deadlines associated with submitting the Culture & Ad assignment as well as the responses to the reflexive questions. There will only be one opportunity to take the comprehensive exam scheduled for Friday January 14th (13:00 – 14:30 Klagenfurt time) – there are NO make-up exams.

Literatur

INTERNATIONAL ADVERTISING READING LIST

 All readings are available to students via Moodle.

TEXTBOOK CHAPTERS:

Dynamics of International Advertising: Theoretical and Practical

Perspectives, Barbara Mueller, Third Edition (2017) Peter Lang

Publishing, (Chapters listed below):

 

Coordinating & Controlling International Advertising (Chapter 5)

Advertising Media in the International Arena (Chapter 7)

Research in the International Arena (Chapter 8)

Advertising Regulatory Considerations in the International Arena

(Chapter 9)

Ethics and Beyond: Corporate Social Responsibility and Doing

Business in the Global Marketplace (Chapter 10)

ADDITIONAL ARTICLES:

The Globe Study: Applicability of a New Typology of Cultural

Dimensions for Cross-Cultural Marketing and Advertising Research,

Terlutter, R., Diehl, S. and Mueller, B. International 

Advertising and Communication: New Insights and Empirical

Findings, Gabler Verlag/Deutscher Universitatsverlag, 2006.

Our Ads ‘R US:  An Exploratory Content Analysis of American

Advertisements, Okigbo, C., Martin, D, and Amienyi, O.

Qualitative Market Research, 2005.

 

Cross-cultural Advertising Research:  Where We’ve Been and Where We Need to Go, Okazaki, S and Mueller, B.  International Marketing Review, 25(4). 2007.

The Hofstede Model:  Application to Global Branding and Advertising Strategy and Research. De Mooij, M and Hofstede, G. International Journal of Advertising 29(1), 2010.                

Prüfungsinformationen

Beurteilungsschema

Note Benotungsschema

Position im Curriculum

  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 12W.4)
    • Fach: Marketing (Wahlfach)
      • Special Topics in Consumer Behavior ( 2.0h VC / 4.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 4.0 ECTS)
  • Masterstudium Information Management (SKZ: 922, Version: 19W.1)
    • Fach: Marketing (Wahlfach)
      • 6.6.3 Special Topics in Consumer Behavior ( 0.0h VC / 4.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 4.0 ECTS)
          Absolvierung im 1., 2., 3., 4. Semester empfohlen
  • Masterstudium Media and Convergence Management (SKZ: 150, Version: 13W.2)
    • Fach: Electives I - Innovation, Marketing and Law (IML) (Wahlfach)
      • Special Topics: Consumer Behavior ( 2.0h VK / 4.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 4.0 ECTS)

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Wintersemester 2020/21
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2019/20
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2018/19
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2017/18
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2016/17
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2015/16
  • 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Wintersemester 2014/15
  • 602.412 VK Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
Sommersemester 2014
  • 602.421 VK Special Topics in Consumer Behavior: Online Video Streaming (2.0h / 4.0ECTS)
Wintersemester 2013/14
  • 602.412 VP Special Topics in Consumer Behavior: International Advertising (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics in Consumer Behavior: Branded Entertaiment and Media Studies (2.0h / 4.0ECTS)
Sommersemester 2013
  • 602.411 VP Special Topics in Consumer Behavior / MIM-Grundlagen 3: Mobile Marketing (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics in Consumer Behavior / MIM-Grundlagen 3 + MIM-Vertiefung 2 (2.0h / 4.0ECTS)
Wintersemester 2012/13
  • 602.411 VO MIM-Grundlagen 2: Vorlesung Internationales B2B Marketing (2.0h / 3.0ECTS)
  • 602.421 VK Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2: Strategic Business-to-Business Marketing (2.0h / 4.0ECTS)
  • 602.422 VK Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2/ Medienmanagement: Current Issues in Advertising (2.0h / 4.0ECTS)
Wintersemester 2011/12
  • 602.412 VP MIM-Grundlagen 3a: Übung/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)
Wintersemester 2010/11
  • 602.412 VP MIM-Grundlagen 3a: Übung/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)