Global Communication Strategies

Objectives

In this course we will explore the world of advertising the way that we will all experience it in the future: global competition and worldwide markets; technological revolutions; and advertising for brands under very different cultural, regulatory, and competitive conditions.

Today's marketers search the globe for potential target audiences and often find persons whose culture, values and beliefs are distinctive, and who will as a result, respond quite differently to advertising appeals.

Two major phenomena are currently impacting consumers worldwide.

The first is the extraordinary growth in the number of businesses operating internationally.

Today, consumers around the world smoke Marlboro cigarettes and write with Bic pens, watch Sony television sets and drive Toyota cars.

Shoppers can stop in for a McDonald's burger in Paris or Beijing, and German and Japanese citizens alike increasingly make their purchases with the American Express Card.

The growth and expansion of firms operating internationally have led to the rise of the second phenomenon, the growth in international advertising.

The challenge in this rapidly changing global marketplace is the need to find information about competitors, consumers, media audiences, accepted cultural practices, and reactions to advertising in unfamiliar locations and for which our “customary” sources of information are inadequate at best.

Issues of ethical and corporate responsibility by multinational advertisers operating in developing and less developed nations have raised new concerns about globalization and its varying influences, both positive and negative, on different societies.

Gaining understanding in cultural difference and risk-assessment are increasingly being demanded of 21st century marketing communicators.

Learning outcomes

By the end of the semester, the readings, readings, individual and group assignments that you and your class members prepare should enable you to:

1. Understand the major concepts of international advertising and their importance of global marketing activities in the world.
2. Examine the current state of international and cross-cultural advertising in terms of its magnitude and the major advertising agencies involved.
3. Recognize the potential influence of cultural factors on international and cross-cultural advertising.
4. Distinguish between the ways that advertising agencies function in developed, developing and less developed nations.
5. Identify the issues facing international and cross-cultural managers with respect to setting objectives and budgets, conducting research, selecting and purchasing media, creating and executing advertising messages.
6. Understand the ethical concerns, regulatory environments, and issues of corporate responsibility raised by the globalization of advertising.
7. Gain familiarity with the various international and cross-cultural secondary research tools available to access potential international and cross-cultural consumer behavior and market environments.

Content

Tentative schedule

• Week 1: Introduction to the Course
• Week 2: International Advertising: Historical
• Week 3: Perspectives and Why Companies Go Global
• Week 4: Assessing the Environmental Factors
• Week 5: International Marketing Mix
• Week 6: Standardization versus adaptation
• Week 7: Global adaptation
• Week 8: Mid Term Exam
• Week 9: Global Public Relations
• Week 10: Global Communications Plan(I)
• Week 11: Global Communications Plan(II)
• Week 12: Global Communication PR Plan
• Week 13: Final Exam

Evaluation

Various elements will be taken into account when determining your final grade. The instructor will explain in detail the content, criteria and specific requirements for all assessment categories but the basic breakdown is as follows below.

• Class Participation: 10%.
• Case Study & Analysis: 15%.
• Individual Presentation: 15%.
• Group Presentation: 20%.
• Midterm Examination: 20%.
• Final Examination: 20%.

I will explain in detail the content and specific instructions for all assessment categories and will also assign the topics or cases for your individual and group presentations at the beginning of term, taking into account your personal interests, experience and areas of specialization. However, when deciding class participation grades, traditional criteria such as attendance, punctuality, preparation, completed reading before class, interactive group work and active, meaningful participation are all taken into account

Methodology

• The class will include: viewing and discussing international and cross-cultural advertisements, viewing relevant websites, and periodic small group and individual activities.
• These in-class activities are designed to re-enforce the concepts being taught.
• Therefore, regular attendance is essential to gain from these in-class experiences.