602.412 (16W) Special Topics in Consumer Behavior: International Advertising
Overview
- Lecturer
- Course title german Special Topics in Consumer Behavior: International Advertising
- Type Lecture - Course (continuous assessment course )
- Hours per Week 2.0
- ECTS credits 4.0
- Registrations 31 (30 max.)
- Organisational unit
- Language of instruction English
- possible language(s) of the assessment English
- Course begins on 09.01.2017
- eLearning Go to Moodle course
- Seniorstudium Liberale Yes
Time and place
Course Information
Course content
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.
Literature
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.
Examination information
Examination methodology
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
Grading scheme
Grade / Grade grading schemePosition in the curriculum
- Bachelor's degree programme Applied Business Administration
(SKZ: 518, Version: 05W.5)
-
Subject: Foundation course - Marketing and International Management
(Compulsory elective)
-
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)
-
BS1/2.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs (
2.0h VP, VK / 3.0 ECTS)
-
Subject: Foundation course - Marketing and International Management
(Compulsory elective)
- Bachelor's degree programme Applied Business Administration
(SKZ: 518, Version: 05W.5)
-
Subject: Foundation course - Media Management
(Compulsory elective)
-
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)
-
BS1/2.3 Proseminar oder Vorlesung mit Proseminar (
2.0h PS, VP / 3.0 ECTS)
-
Subject: Foundation course - Media Management
(Compulsory elective)
- 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 Applied Business Administration
(SKZ: 918, Version: 05W.7)
-
Subject: Foundation course - Marketing and International Management
(Compulsory elective)
-
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)
-
BS1.3 Proseminar oder Vorlesung mit Proseminar (
2.0h PS, VP / 3.0 ECTS)
-
Subject: Foundation course - Marketing and International Management
(Compulsory elective)
- Master's degree programme Applied Business Administration
(SKZ: 918, Version: 05W.7)
-
Subject: Foundation course - Media Management
(Compulsory elective)
-
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)
-
BS1.3 Proseminar oder Vorlesung mit Proseminar (
2.0h PS, VP / 3.0 ECTS)
-
Subject: Foundation course - Media Management
(Compulsory elective)
- Master's degree programme Applied Business Administration
(SKZ: 918, Version: 05W.7)
-
Subject: Media Management
(Compulsory elective)
-
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)
-
Vorlesung mit Proseminar oder Vorlesung mit Kurs (
2.0h VP, VK / 3.0 ECTS)
-
Subject: Media Management
(Compulsory elective)
- Master's degree programme Applied Business Administration
(SKZ: 918, Version: 05W.7)
-
Subject: Advanced course: Marketing and International Management
(Compulsory elective)
-
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)
-
BS2.2 Proseminar oder Vorlesung mit Proseminar (
2.0h PS, VP / 3.0 ECTS)
-
Subject: Advanced course: Marketing and International Management
(Compulsory elective)
- Master's degree programme Applied Business Administration
(SKZ: 918, Version: 05W.7)
-
Subject: Foundation course - Media Management
(Compulsory elective)
-
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)
-
EW1.2 Proseminar oder Vorlesung mit Proseminar (
2.0h VP, PS / 3.0 ECTS)
-
Subject: Foundation course - Media Management
(Compulsory elective)
- Master's degree programme Information Management
(SKZ: 922, Version: 05W.2)
-
Subject: Marketing und internationales Management - Grundlagen
(Compulsory elective)
-
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)
-
Vorlesung mit Proseminar oder Vorlesung mit Kurs (
2.0h VP, VK / 3.0 ECTS)
-
Subject: Marketing und internationales Management - Grundlagen
(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)
- Bachelor's degree programme Business and Law
(SKZ: 519, Version: 05W.5)
-
Subject: Marketing and International Management
(Compulsory elective)
-
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)
-
BS1.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs (
2.0h VK, VP / 3.0 ECTS)
-
Subject: Marketing and International Management
(Compulsory elective)
- Bachelor's degree programme Business and Law
(SKZ: 519, Version: 05W.5)
-
Subject: Foundation course - Media Management
(Compulsory elective)
-
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)
-
BS1.2 Vorlesung mit Proseminar oder Vorlesung mit Kurs (
2.0h VP, VK / 3.0 ECTS)
-
Subject: Foundation course - Media Management
(Compulsory elective)
Equivalent courses for counting the examination attempts
-
Wintersemester 2023/24
- 602.412 VC Special Topics in Consumer Behavior: International Advertising (2.0h / 4.0ECTS)
-
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 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)