602.412 (18W) Special Topics in Consumer Behavior: International Advertising

Wintersemester 2018/19

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Erster Termin der LV
07.01.2019 09:00 - 15:00 , 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
60 (40 max.)
Organisationseinheit
Unterrichtssprache
Englisch
LV-Beginn
07.01.2019
eLearning
zum Moodle-Kurs
Seniorstudium Liberale
Ja

LV-Beschreibung

Intendierte Lernergebnisse

This courseintroduces the student to the unique challenges associated with developing andimplementing successful advertising campaigns globally.  The course mixes both theoretical andpractical perspectives in addressing the dynamics of advertising as itfunctions within the international marketing mix.  The course is designed to help students understandkey issues that advertisers must keep in mind in creating effective programsfor foreign markets: cultural norms and values, economic policies, legalconstraints, political environments, social contexts, and more.  Both theprocess and product of international advertising are addressed – from researchand strategy development to creative execution and media planning.   

Inhalt/e

INTERNATIONAL ADVERTISING COURSE OVERVIEW

 Monday, January 8:      Role of Advertising in the Marketing Mix

(9:00 – 15:00)                    Growth of International Business/Advertising

                                           Forces Restraining International Business/Advertising

                                             International Marketing: Competing in a Global Environment

Tuesday, January 9:          The International Marketing Mix

(9:00 – 15:00)                    The International Marketing Environment

                                           The Role of Culture in International Business/Advertising

Wednesday, January 10:   The Role of Culture Continued

(9:00 – 15:00)                    Culture and Values

                                           Frameworks for Examining Cultural Variation

                                           The Science of Buying & Selling:

                                           Why We Buy

Friday, January 12:      Creative Strategy & Execution

(9:00 – 15:00)                    London International Advertising Awards

Proliferation of Advertising Around the Globe                 

EXAM

Literatur

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.

Link auf weitere Informationen

https://moodle.aau.at/course/view.php?id=24361

Prüfungsinformationen

Prüfungsmethode/n

Exam (100 points):  On Friday afternoon January 12th (approximately 13:00 – 15:00) 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 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 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. Hard copy of the assignment is due in class Wednesday morning January 10th (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

  • 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 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)

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Wintersemester 2019/20
  • 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)