This course introduces the student to the unique challenges associated with developing and implementing 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.   Attendance in this course is mandatory.  

Monday, January 8:      Role of Advertising in the Marketing Mix                                           Forces Driving and Restraining International Business/Advertising                                           The International Marketing Mix                       Tuesday, January 9:          The International Marketing Environment                                           The Role of Culture in International Business/Advertising                                            Wednesday, January 10:   The Role of Culture Continued                                           Culture and Values                                           Frameworks for Examining Cultural Variation                                           Culture & Ad assignment due – hard copy to instructor by 15:00.                                          Thursday, January 11:    NO CLASS:  Study for Exam  Friday, January 12:      Creative Strategy & Execution                                           London International Advertising Awards                                           EXAM (13:00 – 15:00) MANDATORY – NO make-ups

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 international advertising are addressed – from research and strategy development to creative execution and media planning.

INTERNATIONAL ADVERTISING READING LIST All readings are available to students via Moodle.TEXTBOOK CHAPTERS:Dynamics of International Advertising: Theoretical and PracticalPerspectives, Barbara Mueller, Third Edition (2017) Peter LangPublishing, (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 DoingBusiness in the Global Marketplace (Chapter 10)ADDITIONAL ARTICLES:The Globe Study: Applicability of a New Typology of CulturalDimensions 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 AmericanAdvertisements, 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.The Hofstede Model:  Application to Global Branding and Advertising Strategy and Research.  De Mooij, M. and Hofstede, G. International Journal of Advertising, 29(1), 2010.

Exam (100 points):  On Friday afternoon January 12th (13:00 – 15:00) students will complete a comprehensive exam. The exam is based on PowerPoint lecture material (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 multiple choice and/or true/false plus short answer questions. There will be only one opportunity to take the comprehensive exam scheduled for Friday January 12th – there are NO make-up exams. Culture & Ad Assignment (40 points): Students are to select a recent ad (past decade) that was found to be either particularly successful – or a complete failure – in appealing to consumers in a foreign country because the marketer either was particularly sensitive to the culture, or completely ignorant of some aspect of it.  Please note that this assignment focuses on the success or failure of the ADVERTISING, not of the product, price or distribution. If you focus on a failed campaign, the lack of success should be due to something beyond a mere translation blooper.  Given that this course is “International Advertising,” you must select a campaign that crosses borders (ie. it was crafted by a marketer in one country and is destined for consumers in another country). You will address your rationale in a short 2-3 page paper (double-spaced). You should draw upon the PowerPoint material dealing with culture. Please cite your sources at the end of your 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 Klagenfurt time). Late papers docked 25%. NOTE:  No assignments will be accepted after Friday January 12th, 15:00.   Class Participation (10 points):  Students will also be evaluated on seminar participation. 

Course content and readings (please take a look at moodle)

 This course is graded on a curve