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

Wintersemester 2023/24

Registration deadline has expired.

First course session
08.01.2024 09:00 - 15:00 S.0.05 On Campus
... no further dates known

Overview

Lecturer
Tutor/Tutors
Course title german Special Topics in Consumer Behavior: International Advertising
Type Lecture - Course (continuous assessment course )
Course model Attendance-based course
Hours per Week 2.0
ECTS credits 4.0
Registrations 44 (40 max.)
Organisational unit
Language of instruction English
possible language(s) of the assessment English
Course begins on 08.01.2024
eLearning Go to Moodle course
Seniorstudium Liberale Yes

Time and place

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Course Information

Intended learning outcomes

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.  


Teaching methodology

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

Course content

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.

Literature

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.

Examination information

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.

Examination methodology

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. 

Examination topic(s)

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

Assessment criteria / Standards of assessment for examinations

 This course is graded on a curve

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 12W.4)
    • Subject: Marketing (Compulsory elective)
      • 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)
  • Master's degree programme International Management (SKZ: 908, Version: 19W.1)
    • Subject: Options (Optional subject)
      • Freie Wahlfächer ( 0.0h XX / 9.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 4.0 ECTS)
  • Master's degree programme Information Management (SKZ: 922, Version: 19W.1)
    • Subject: Marketing (Compulsory elective)
      • 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
  • Master's degree programme Information Management (SKZ: 922, Version: 23W.1)
    • Subject: Marketing (Compulsory elective)
      • 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
  • Master's degree programme Media and Convergence Management (SKZ: 150, Version: 13W.2)
    • Subject: Electives I - Innovation, Marketing and Law (IML) (Compulsory elective)
      • 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)
  • Master's degree programme Business and Law (SKZ: 909, Version: 22W.2)
    • Subject: Freie Wahlfächer (Optional subject)
      • 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

Equivalent courses for counting the examination attempts

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)