602.412 (18W) Special Topics in Consumer Behavior: International Advertising
Überblick
- Lehrende/r
- LV-Titel englisch Special Topics in Consumer Behavior: International Advertising
- LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
- Semesterstunde/n 2.0
- ECTS-Anrechnungspunkte 4.0
- Anmeldungen 60 (40 max.)
- Organisationseinheit
- Unterrichtssprache Englisch
- LV-Beginn 07.01.2019
- eLearning zum Moodle-Kurs
- Seniorstudium Liberale Ja
Zeit und Ort
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=24361Prüfungsinformationen
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 BenotungsschemaPosition 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)
-
Special Topics in Consumer Behavior (
2.0h VC / 4.0 ECTS)
-
Fach: Marketing
(Wahlfach)
- 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)
-
Special Topics: Consumer Behavior (
2.0h VK / 4.0 ECTS)
-
Fach: Electives I - Innovation, Marketing and Law (IML)
(Wahlfach)
Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung
-
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 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
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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)