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

Wintersemester 2021/22

Ende der Anmeldefrist
31.10.2021 23:59

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
63 (40 max.)
Organisationseinheit
Unterrichtssprache
Englisch
mögliche Sprache/n der Leistungserbringung
Englisch
LV-Beginn
10.01.2022
eLearning
zum Moodle-Kurs
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

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

Geänderte Prüfungsinformationen (COVID-19 Ausnahmeregelung)

Exam (100 points): On Friday afternoon January14th (13:00 – 14:30 Klagenfurt time) students will complete a comprehensiveexam online. The exam is based on all PowerPoint lecture material (50%) and allreadings (50% -- textbook chapters 5, 7, 8, 9 and 10 as well as severalarticles). Exam will be in English and will consist of a combination of multiplechoice and short answer questions.

Culture & Ad Assignment (30 points): You are to select a recent ad (past decade) that was found to be either particularly successful – or a complete failure -- in appealing to consumers in a foreign country because the marketer either was particularly sensitive to the culture or completely ignorant of some aspect of it. Note that this assignment focuses on the success or failure of the ADVERTISING, not of the product, price or distribution. If you focus on a failed campaign, the lack of success should be due to something beyond a mere translation blooper. Given that this course is “International Advertising,” you must select a campaign that crosses borders (ie. it was crafted by a marketer in one country and destined for consumers in another). You will address your rationale in a short 2-3 page paper (double-spaced). You should draw upon the PowerPoint material dealing with culture. Please include a copy of the ad or a link so that I might access it. Electronic copy of the assignment is due Thursday January 13th (18:00 Klagenfurt time). Late papers docked 10 points.

Responses to Reflexive Questions (20 points):  A series of reflexive questions are tied to lectures that will be posted by Monday January 10, and Tuesday January 11. By 18:00 Klagenfurt time on each of these dates, please send your responses to these questions to the instructor’s email address. Late papers docked 5 points.

 This course is graded on a curve

Prüfungsmethode/n

Exam will be in English and will consist of a combination of multiplechoice and short answer questions. 

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)