602.412 (23W) Special Topics in Consumer Behavior: International Advertising
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
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 MixForces 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
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 schemePosition 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)
-
Special Topics in Consumer Behavior (
2.0h VC / 4.0 ECTS)
-
Subject: Marketing
(Compulsory elective)
- 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)
-
Freie Wahlfächer (
0.0h XX / 9.0 ECTS)
-
Subject: Options
(Optional subject)
- 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
-
6.6.3 Special Topics in Consumer Behavior (
0.0h VC / 4.0 ECTS)
-
Subject: Marketing
(Compulsory elective)
- 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
-
6.5.2 Advanced Marketing 2 (
0.0h VC, VI, VO / 4.0 ECTS)
-
Subject: Marketing
(Compulsory elective)
- 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)
-
Special Topics: Consumer Behavior (
2.0h VK / 4.0 ECTS)
-
Subject: Electives I - Innovation, Marketing and Law (IML)
(Compulsory elective)
- 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
-
Freie Wahlfächer (
0.0h XX / 8.0 ECTS)
-
Subject: Freie Wahlfächer
(Optional subject)
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
- 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)
-
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)