602.412 (23W) Special Topics in Consumer Behavior: International Advertising

Wintersemester 2023/24

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Erster Termin der LV
08.01.2024 09:00 - 15:00 S.0.05 On Campus
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Überblick

Lehrende/r
Tutor/in/Innen
LV-Titel englisch Special Topics in Consumer Behavior: International Advertising
LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
LV-Modell Präsenzlehrveranstaltung
Semesterstunde/n 2.0
ECTS-Anrechnungspunkte 4.0
Anmeldungen 44 (40 max.)
Organisationseinheit
Unterrichtssprache Englisch
mögliche Sprache/n der Leistungserbringung Englisch
LV-Beginn 08.01.2024
eLearning zum Moodle-Kurs
Seniorstudium Liberale Ja

Zeit und Ort

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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.  

 Attendance in this course is mandatory.  


Lehrmethodik

Monday, January 8:      Role of Advertising in the Marketing Mix

                                           Forces Driving and Restraining International Business/Advertising

                                           The International Marketing Mix

                       

Tuesday, January 9:          The International Marketing Environment

                                           The Role of Culture in International Business/Advertising

                                           

 

Wednesday, January 10:   The Role of Culture Continued

                                           Culture and Values

                                           Frameworks for Examining Cultural Variation

                                           Culture & Ad assignment due – hard copy to instructor by 15:00.

                                          

Thursday, January 11:    NO CLASS:  Study for Exam

 

 

Friday, January 12:      Creative Strategy & Execution

                                           London International Advertising Awards

                                           EXAM (13:00 – 15:00) MANDATORY – NO make-ups

Inhalt/e

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.

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.

Prüfungsmethode/n

Exam (100 points):  On Friday afternoon January 12th (13:00 – 15:00) students will complete a comprehensive exam. The exam is based on PowerPoint lecture material (50%) and all readings (50% -- textbook chapters 5, 7, 8, 9 and 10 as well as several articles).  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.  Exam will be in English and will consist of a combination of multiple choice and/or true/false plus short answer questions. There will be only one opportunity to take the comprehensive exam scheduled for Friday January 12th – there are NO make-up exams. 

Culture & Ad Assignment (40 points): Students 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.  Please 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 is destined for consumers in another country). 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 cite your sources at the end of your paper. For print ads, please include a copy of the ad. For broadcast ads, please provide source where this ad can be accessed. Hard copy of the assignment is due in class Wednesday morning January 10th (9:00 am Klagenfurt time). Late papers docked 25%. NOTE:  No assignments will be accepted after Friday January 12th, 15:00.  

 

Class Participation (10 points):  Students will also be evaluated on seminar participation. 

Prüfungsinhalt/e

Course content and readings (please take a look at moodle)

Beurteilungskriterien/-maßstäbe

 This course is graded on a curve

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 International Management (SKZ: 908, Version: 19W.1)
    • Fach: Freie Wahlfächer (Freifach)
      • Freie Wahlfächer ( 0.0h XX / 9.0 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 Information Management (SKZ: 922, Version: 23W.1)
    • Fach: Marketing (Wahlfach)
      • 6.5.2 Advanced Marketing 2 ( 0.0h VC, VI, VO / 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)
  • Masterstudium Wirtschaft und Recht (SKZ: 909, Version: 22W.2)
    • 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)
          Absolvierung im 3., 4. Semester empfohlen

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Wintersemester 2022/23
  • 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
  • 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)