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.
Athena 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.
Syllabus