602.412 (22W) Special Topics in Consumer Behavior: International Advertising
Überblick
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- 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 52 (40 max.)
- Organisationseinheit
- Unterrichtssprache Englisch
- mögliche Sprache/n der Leistungserbringung Englisch
- LV-Beginn 09.01.2023
- eLearning zum Moodle-Kurs
- Seniorstudium Liberale Ja
Zeit und Ort
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 9th – will be available on Moodle on Sunday afternoon January 8th). 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.
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
Prüfungsmethode/n
Exam will be in English and will consist of a combination of multiplechoice and short answer questions.
Prüfungsinhalt/e
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 9th – will be available on Moodle on Sunday afternoon January 8th). 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.
Beurteilungskriterien/-maßstäbe
Exam (100 points): Students will complete a comprehensive exam online. The exam is based on all PowerPoint lecture material (50%) and all readings (50% -- textbook chapters 5, 7, 8, 9 and 10 as well as several articles – all on Moodle). Exam will be in English and will consist of a combination of multiple choice and short answer questions. There will only be one opportunity to take the comprehensive exam scheduled for Friday January 13th (13:00 – 15:00 Klagenfurt time) – there are NO make-up exams.
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 12th (18:00 Klagenfurt time). Late papers docked 10 points. No assignments accepted after Monday January 16th (18:00 Klagenfurt time).
Responses to Reflexive Questions (20 points): A series of reflexive questions are tied to lectures that will be posted by Monday January 9, and Tuesday January 10. 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. No reflexive assignments will be accepted after Monday January 16th (18:00 Klagenfurt time).
Beurteilungsschema
Note BenotungsschemaPosition 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)
-
Special Topics in Consumer Behavior (
2.0h VC / 4.0 ECTS)
-
Fach: Marketing
(Wahlfach)
- Masterstudium Betriebswirtschaft
(SKZ: 918, Version: 22W.1)
-
Fach: Freie Wahlfächer
(Freifach)
-
Freie Wahlfächer (
0.0h XX / 8.0 ECTS)
- 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 4.0 ECTS)
-
Freie Wahlfächer (
0.0h XX / 8.0 ECTS)
-
Fach: Freie Wahlfächer
(Freifach)
- 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
-
6.6.3 Special Topics in Consumer Behavior (
0.0h VC / 4.0 ECTS)
-
Fach: Marketing
(Wahlfach)
- 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)
-
Special Topics: Consumer Behavior (
2.0h VK / 4.0 ECTS)
-
Fach: Electives I - Innovation, Marketing and Law (IML)
(Wahlfach)
Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung
-
Wintersemester 2023/24
- 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
-
Wintersemester 2021/22
- 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
-
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
- Sommersemester 2013
-
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)
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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)