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Course Details

Title International Advertising and Communication
Field of Study Communication, Media
Professor Jooyoung Kim (jykim@uga.edu)
Type Academic course
Delivery Type Online Track (100% online course): Pre-recorded
Credits 3
Contact hours 45
Schedule N/A Recorded
Course code ISS1011
Course number 18033
Description

This course focuses on advertising and communication in different cultural contexts in global settings.

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

Should be able to write and understand texts in English. No pre-knowledge is needed.

Materials: All texts and class materials will be provided via online sources.

Materials
Evaluation
Attendance
20%
Group Project
40%
Midterm
20%
Participation
20%
Lesson Plan
Class 1: Terms & Trends; Environmental factors; Market entry strategies
Class 2: The Paradoxes in Global Marketing Communications
Class 3: The Global-Local Paradox; Values and Culture in our society
Class 4: Values and Culture in advertising
Class 5: Dimensions of Culture
Class 6: Values and Marketing Strategy
Class 7: Midterm
Class 8: Culture and Consumer Behavior
Class 9: Advertising and Media
Class 10: Value Paradoxes in Advertising Appeals
Class 11: Executional Style and Culture
Class 12: Advertising in Korea (Group Project)
Class 13: Advertising in Korea (Group Project)
Class 14: International Advertising Plan (Group Project)
Class 15: International Advertising Plan (Group Project)
Last Updated April 16, 2021
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