Course ID: | ADPR 5100. 3 hours. |
Course Title: | Global and Multicultural Advertising |
Course Description: | Examination of the theory and practice of global competition
and worldwide markets. Brand management in very different
cultural, regulatory, and competitive conditions will also be
examined. |
Oasis Title: | GLB AND MLTCULT ADV |
Prerequisite: | ADPR 3100 and permission of department |
Semester Course Offered: | Not offered on a regular basis. |
Grading System: | A-F (Traditional) |
|
Course Objectives: | Students will learn the major concepts of international
advertising and their importance to global marketing activities
around the world; know the history and current state of
international and cross-cultural advertising research and
practice; know the potential influence of cultural factors on
international and cross-cultural advertising practices. |
Topical Outline: | 1.International Advertising Terms, Trends, & Environmental
factors: An exploration of the common terms used in
international businesses, trends of international marketing
practice, and the environmental factors of international
businesses.
2.Market Entry Strategies: Focusing on different methods of
market entry such as exporting, joint venturing, and indirect
exporting. A survey of different advertising strategies for
specific market entry methods.
3.Globalization vs. Localization: A theoretical and practical
survey of pros and cons of advertising standardization and
localization.
4.History and Trends of International Advertising: A
theoretical and practical review of the debates on the
strategies for effective international advertising.
5.Culture & Its Dimensions: An exploration on the definition of
culture. Introduction to various theories on the cultural
dimensions.
6.Cultural Values and Marketing: A systematic survey of the
cultural values and the selection of marketing strategies.
Introduction to cultural paradoxes found in advertising
strategies.
7.Culture and Consumer Behavior: An investigation of how
consumer behaviors are shaped by culture.
8.Cultural Influences on Advertising and Media: An analysis of
how culture influences advertising strategies and media
selections. An exploration of the connections between
culturally-influenced consumer behaviors and global companies’
marketing strategies.
9.Value Paradoxes in Advertising Appeals: A critical analysis
of the value paradoxes in advertising appeals. An investigation
of why culturally opposite or paradoxical advertising appeals
work better than culture-conforming appeals.
10.Executional Style and Culture: An analysis of the cultural
influences shown in actual ads from the world.
11.Consumer Identity in a Multicultural Society - African
American, Hispanic, Asian: An exploration of how culturally
different ethnic groups behave differently. An exploration of
advertising strategies for specific ethnic or cultural groups
in the United States. |