Course Name (short): International Advertising
School: Business
Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Cathryn Oliver
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 4.0
Status: Approved - Under Rev (AREV)

Calendar Description
In this course students learn how to develop communications plans appropriate to the global marketplace. Emphasis will be placed on the assessment of promotional opportunities in international markets. A particular focus will be placed on political systems, new technologies, consumer behaviour and culture.

Typical Instructional Format

Courses may be offered in other formats.

Section I Notes: N/A

Detailed Description
In this course students learn how to develop communications plans appropriate to the global marketplace. Emphasis will be placed on the assessment of promotional opportunities in international markets. A particular focus will be placed on political systems, new technologies, consumer behaviour and culture. The learning experience will be characterized by case study discussions in order to develop students' promotional planning skills in a variety of international business situations.

Program Context

 Critical Performance:   By the end of this course, students will have 
demonstrated the ability to distinguish the variances of 
communication techniques and strategies within various cultures and
effectively approach advertising within these geographic areas.

Learning Outcomes:  To achieve the critical performance, students will
have demonstrated the ability to:

1.  Identify advertising opportunities in global markets through 
    recognition of various elements of market assessment.
2.  Compare global promotional concepts, approaches and practices with
    those of the Canadian marketplace.
3.  Evaluate the viability of advertising a product/service in an 
    international market(s).
4.  Conduct research utilizing the internet, newspapers, magazines and
    other secondary sources.
5.  Apply advertising concepts in various international situations.
6.  Develop creative alternative approach solutions to communications 
    problems.
7.  Contribute to effective group processes for solving promotional
    problems.
8.  Identify cultural, social and legal implications for advertising 
    in Quebec.

Students demonstrate their learning in the following ways:

In class global conference workshop 5%
In class Quebec case study assignment 10%

Test #1 - 20%:
Global marketing diversification strategies, social and cultural 
implications worldwide, market segmentation and brand positioning. 

Global Expansion Assignment - 25%:
Analysis of international brand.

Test # 2 - 20%:
Global advertising, promotional and marketing communications, 
technology and convergence and 
diversity in Canada (Quebec and French language).
  
Case Study Presentation - 20%:
Presentation of advertising, promotional choices, communication 
differences for another country or culture/ethnic groups.

Global Marketing, 7th Edition, Pearson

Week 1/Lesson 1: 
Content: Orientation and Introduction into Advertising & the Global 
Market, course overview and assignment review;
Learning Outcomes: LO1,2
Class room learning activity: In-class lecture, power point 
presentation, activity, group discussion;

Week2 /Lesson 2: 
Topic: The social cultural setting, regulating global marketing;
Learning Outcome(s)LO 2,3, 4
Class room learning activity: In-class lecture, power point 
presentation, activity,  group discussion;

Week 3: Global Conference Assignment - Mandatory Attendance (5%)
 
Week 4: Topic: The Global Electronics Marketplace.
Learning Outcome(s)LO4
Class room learning activity: In-class lecture, power point 
presentation, activity, group discussion;

Week 5: 
Topic: Segmenting, targeting & positioning in a global marketplace.
Learning Outcome(s)LO 4,5
Class room learning activity: In-class lecture, power point 
presentation; research activity integrated with group "product" 
assignment; 

Week 6: 
Workshop - Global Expansion Assignment ¿ Workback Schedule due 

Week 7: 
Test #1 (20%)
Learning Outcomes: LO 1, 2, 3, 4, 

Week 8: 
Topic: Developing global advertising strategies.
Learning Outcome(s)LO 5
Class room learning activity: In-class lecture, power point 
presentation, activity, group discussion;

Week 9: 
Topic: Developing global public relations, publicity strategies & 
promotional strategies;
Learning Outcome(s) LO6, LO 7
Class room learning activity: In-class lecture, power point 
presentation, group discussion assignment workshop;

Week 10: 
Topic: Topic: Canada's Diversity & Quebec
Learning Outcome(s)LO2
Class room learning activity: In-class lecture, power point 
presentation, group discussion test review;

*Global Expansion Assignment Due (25%)

Week 11:
Marketing Communications in Quebec - In class case study assignment 
(10%)
 
Week 12:
Class room test # 2 (20%)
Learning Outcomes: LO 2,5,6,7, 

Week 13/Lesson 13: 
Class room activity: Group Presentations (15%)

Week 14/Lesson 14: 
Class room activity: Group Presentations continue