Course Number:

Credit Hours:

4

Course Title:

International Advertising

Course Description:

Provides a provocative examination of two emerging forces in global advertising: the commitment of companies to compete in the global marketplace using global brands, and the strong shift in the power base from marketers to consumers in many countries. Examines the global consumer, from local to worldwide, and the complexities of creating global advertising campaigns to communicate with different cultures. Explores consumer insights, product concept and strategy development, and idea placement in a market. Studies actual global advertising campaigns from a major agency, and students develop a prototype campaign for an existing brand. The campaign is meant to satisfy the often differing priorities of advertisers and ad agencies, as discussed in the course.