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International Advertising and Communication – Prof. Jooyoung Kim

Home » International Advertising and Communication – Prof. Jooyoung Kim

COURSE DETAILS

Title International Advertising and Communication
Field of Study Communication,Media
Type Academic course
Credits 3
Contact hours 45
Schedule
Course code ISS1011
Course number
Description

This course focuses on advertising and communication in different cultural conditions.

Week 1
Day 1: Introduction to advertising and global competition
Day 2: Terms and Trends in international marketing
Day 3: Environmental Factors for internaitonal advertising
Day 4: Market entry strategies

Week 2
Day 1: The paradoxes in global marketing communications
Day 2: The global-local paradox
Day 3: Values and culture in our society
Day 4: Values and culture in advertising

Week 3
Day 1: Dimensions of culture
Day 2: Values and marketing strategy
Day 3: Culture and consumer behavior
Day 4: Advertising and media

Week 4
Day 1: Value paradoxes in advertising appeals
Day 2: Executional syle and culture
Day 3: International advertising group project
Day 4: International advertising group project

Objective By the end of this course, students will know the major concepts of international advertising and their importance to global marketing and communication activities around the world; know the history and current state of international and cross-cultural advertising practice; know the potential influence of cultural factors on international and cross-cultural advertising and communication practices.
Preparations N/A
Materials International Ad and Comm syllabus 2019
Evaluation
Participation
40%
Assignment
40%
Midterm exam
20%
Last Updated January 23, 2020
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