602.412 (15W) Special Topics in Consumer Behavior: International Advertising

Wintersemester 2015/16

Anmeldefrist abgelaufen.

Erster Termin der LV
11.01.2016 09:00 - 14:00 , Z.1.09
... keine weiteren Termine bekannt

Überblick

Lehrende/r
LV-Titel englisch
Special Topics in Consumer Behavior: International Advertising
LV-Art
Vorlesung-Kurs (prüfungsimmanente LV )
Semesterstunde/n
2.0
ECTS-Anrechungspunkte
4.0
Anmeldungen
12 (30 max.)
Organisationseinheit
Unterrichtssprache
Englisch
LV-Beginn
01.10.2015
eLearning
zum Moodle-Kurs
Seniorstudium Liberale
Ja

LV-Beschreibung

Inhalt/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.

Lehrziel

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

All readings are available to students via Moodle. Dynamics of International Advertising: Theoretical and Practical Perspectives, Barbara Mueller, Second Edition (2011) 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) 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.

Inhalt/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.

Lehrziel

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

All readings are available to students via Moodle. Dynamics of International Advertising: Theoretical and Practical Perspectives, Barbara Mueller, Second Edition (2011) 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) 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.

Prüfungsinformationen

Beurteilungskriterien/-maßstäbe

Exam (100 points): On Friday afternoon January 15th (approximately 12:00 – 14:00) students will complete a comprehensive exam.

Beurteilungskriterien/-maßstäbe

Exam (100 points): On Friday afternoon January 15th (approximately 12:00 – 14:00) students will complete a comprehensive exam.

Beurteilungsschema

Note/Grade Benotungsschema

Position im Curriculum

  • Bachelorstudium Angewandte Betriebswirtschaft (SKZ: 518, Version: 05W.5)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • BS1/2.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • Bachelorstudium Angewandte Betriebswirtschaft (SKZ: 518, Version: 05W.5)
    • Fach: Medienmanagement - Grundlagen (Wahlfach)
      • BS1/2.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • 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 Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Medienmanagement - Grundlagen (Wahlfach)
      • BS1.3 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Medienmanagement (Wahlfach)
      • Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Vertiefung: Marketing- und internationales Management (Wahlfach)
      • BS2.2 Proseminar oder Vorlesung mit Proseminar ( 2.0h PS, VP / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 05W.7)
    • Fach: Medienmanagement - Grundlagen (Wahlfach)
      • EW1.2 Proseminar oder Vorlesung mit Proseminar ( 2.0h VP, PS / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • Masterstudium Informationsmanagement (SKZ: 922, Version: 05W.2)
    • Fach: Marketing und internationales Management - Grundlagen (Wahlfach)
      • Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • Bachelorstudium Wirtschaft und Recht (SKZ: 519, Version: 05W.5)
    • Fach: Marketing und internationales Management (Wahlfach)
      • BS1.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VK, VP / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)
  • Bachelorstudium Wirtschaft und Recht (SKZ: 519, Version: 05W.5)
    • Fach: Medienmanagement - Grundlagen (Wahlfach)
      • BS1.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs ( 2.0h VP, VK / 3.0 ECTS)
        • 602.412 Special Topics in Consumer Behavior: International Advertising (2.0h VC / 3.0 ECTS)

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

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 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)