602.412 (16W) Special Topics in Consumer Behavior: International Advertising

Wintersemester 2016/17

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Erster Termin der LV
09.01.2017 09:00 - 14:30 , S.0.05
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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
31 (30 max.)
Organisationseinheit
Unterrichtssprache
Englisch
mögliche Sprache/n der Leistungserbringung
Englisch
LV-Beginn
09.01.2017
eLearning
zum Moodle-Kurs
Seniorstudium Liberale
Ja

LV-Beschreibung

Inhalt/e

This course introduces the student to the unique challenges associated with developing andimplementing 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 internationaladvertising are addressed – from research and strategy development to creativeexecution and media planning.

Literatur

INTERNATIONAL ADVERTISING READING LIST - 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

Prüfungsmethode/n

Exam (100 points):  On Friday afternoon January 13th (approximately 12:00 – 14:30) students will complete a comprehensive exam.  The exam is based on class lectures (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 six weeks prior to the beginning of the seminar. In order to do well in this class, you are strongly encouraged to complete the readings.  Exam will be in English and will consist of a combination of true/false and short answer questions. 

Culture & Ad Assignment (40 points): Students are to select an ad that is particularly appropriate (or inappropriate) for a foreign culture.  You will address your rationale in a short 1-2 page paper. For print ads, please include a copy of the ad.  For broadcast ads, please provide source where this ad can be accessed. Assignment is due in class Wednesday morning January 11th (9:00 am). You will be asked to make a brief presentation of your ad. Late papers docked 25%. Non-presenters docked 25%

Class Participation (10 points):  Students will also be evaluated on class attendance and participation.  This course is graded on a curve

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)
  • 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)
  • 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 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)