Course Details

Title International Advertising and Communication
Field of Study Communication
Professor hanyang (summerschool@hanyang.ac.kr)
Type Academic course
Delivery Method Offline (100% offline 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
Assignment
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Lesson Plan
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Last Updated October 29, 2021
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