7
[Revised August 21, 2004]
THE UNIVERSITY OF TEXAS AT EL PASO
DEPARTMENT OF COMMUNICATION
COMM 3336: INTERNATIONAL ADVERTISING
(FALL 2004) (3 Credits) (CRN: 16584)
COMM. 5334: INTERNATIONAL ADVERTISING (SEMINAR)
(FALL 2004) (3 Credits) (CRN: 16802)
Class Time: MWF 10:30—11:20 am
Classroom: UGLC 210
Instructor:
Dr. Kenneth C. C. Yang
Email:
Office Phone: 1-915-747-6517
Office: Room 208, Quinn Hall
Office Hours: Monday 12:30—5:00 pm or by appointment
Wednesday 12:30—5:00 pm or by appointment
Email consultation is also welcome. Email any questions if you cannot
drop by my office.
Course Prerequisites:
Students taking this course are expected to have basic knowledge about marketing communication/advertising. Students must have taken or are taking concurrently either of the following courses: Comm. 2330 (Principles of Advertising) or MKT3300 (Principles of Marketing). Those who have not met the above requirements need to approach the instructor for a waiver.
Course Overview:
This course is designed to familiarize students with major concepts and theories in international advertising. It aims to help students understand current developments and trends in international advertising research and practices.
Course Objectives:
It is expected that students will come out of this course with:
·an understanding of challenges and opportunities facing international advertising researchers and practitioners
·an understanding of the impacts of culture on international advertising research and practices
·an understanding about how changing consumer behavior can influence international advertising theories and practices
·an understanding of issues and practices in international advertising management and research
·a preparation for careers in international advertising industry as theory guides practice
Required Reading Materials:
Mooij, M. de. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks: Sage Publication [ISBN/ISSN: 0761926690] [Abbrev. Mooij] [Available at the UTEP University Bookstore].
Course Packet [Available from the CopyCenter at the basement of the University Library]
Handouts [to be distributed in class]
Recommended Reading Materials:
Other recommended reading materials will be available at the Library Reserved Shelf under Course Number (Comm. 3336). Graduate students are particularly encouraged to read these recommended readings to have a more in-depth understanding of the subject.
Anholt, Simon. (2000). Another one bites the grass: Making sense of international advertising. New York: John Wiley. [Abbrev. Simon] [Reserved]
John, Philip J. (2000). International ad: Realities and myth. Thousand Oaks: Sage Publication. [Abbrev. John] [Reserved]
Journals related to international advertising: International Journal of Advertising, Journal of Advertising, Journal of Advertising Research, Journal of Global Marketing, International Journal of Marketing, International Marketing Review, and International journal of Consumer Marketing [Full-text and abstract available from the databases at the Library].
Related Websites:
1. Louisa Ha’s web site, International Advertising Research Center http://www.bgsu.edu/departments/tcom/faculty/ha/intlad1.html#iar
2. Asia Advertising & Marketing web site http://www.asianad.com/
3. International Advertising Association web site http://www.iaaglobal.org/
4. CIA The World Factbook website, http://www.cia.gov/cia/publications/factbook/
Evaluation/Grading for Undergraduate Students:
Grades (1000 points) will be based on the following components:
1. Class attendance (100 points)
2. Class participation and presentation (300 points)
3. Four Homework assignments/exercises (600 points)
Grade A 900 points and above
Grade B 800—899 points
Grade C 700—799 points
Grade D 600—699 points
Grade F Under 599 points
Evaluation/Grading for Graduate Students:
Grades (1000 points) will be based on the following components:
1. Class attendance (100 points)
2. Class participation and presentation (300 points)
3. Homework assignments/exercises (600 points) or research prospectus (600 points)
Grade A 900 points and above
Grade B 800—899 points
Grade C 700—799 points
Grade D 600—699 points
Grade F Under 599 points
Research Prospectus Guidelines [For Graduate Students Only]:
Research prospectus should be theoretically oriented, with well-defined research questions or hypotheses. The prospectus should be written in such a manner that it will be further developed into a convention paper or your master’s thesis (if you are interested in pursuing a research focus in marketing communication/advertising area). The instructor will assist students in this process and identify potential presentation venues.
Because of my research training and interests, you research prospectus should be quantitative and empirical. If you are interested in a qualitative approach, please consult with me first about your research topic.
Selection of topics will be on first-come, first-served basis. You are encouraged to make an appointment with the instructor with your one-page draft research proposal. Expected length and format: 20 pages (max., appendices included), double-spacing, Times New Roman font, 12 points, APA style.
Your research prospectus (hardcopy) will account for 600 points and will be evaluated on the basis of the followings:
1. Introduction & Background (100 points)
2. Extensive Review of Literature (200 points)
3. Methodology (200 points)
4. Expected Results (50 points)
5. References (50 points)
Using Human Subjects:
Using human subjects in any research project requires special protocols, as mandated by the Federal government agencies and the UTEP. To familiarize yourself with the background, regulations, and protocols, you must complete National Institute of Health Online Compliance Training (http://cme.nci.nih.gov/) and submit your Completion Certificate to earn 50 extra points on or before September 8, 2004. Failure to comply with this requirement will result in termination from the class.
Plagiarism and Academic Dishonesty:
In preparing your homework assignments or exercises, you have to give a reference to any sources of information. You should paraphrase any information you obtained from another source and write the source according to the reference style published by the American Psychological Association (APA) (See attached reference style guidelines in your course packet). Unless you put them in "quotation marks", do not copy anything word by word. Violation of this guideline will constitute plagiarism and is a serious academic dishonesty. In addition, all assignments or exams must represent individual effort. An individual who copies from another student’s work constitutes academic dishonesty. According to the UTEP Regulations, offenses will be reported to the Dean of Student Affairs. Depending on the severity of the individual case, penalties include verbal warning, zero on assignment, grade deduction, probation, or suspension.
Make-up Policy:
You will not be granted any make-ups for your exams, assignments or exercises. Under special circumstances with legitimate written and certified excuses, a student may request the instructor for a special arrangement to make up for the loss of grade or score during his or her absence.
Make-up exam questions will be different from those in the regular exams. Only essay questions will be given. Once you miss the exams, you must approach the instructor immediately to arrange the make-up exam as soon as possible.
Attendance and Classroom Policy:
Class attendance is mandatory. Students commuting from Mexico or holding employment outside the campus need to plan their drive time. You must finish your reading assignments in order to actively participate in the class discussion. You are obliged to observe classroom disciplines such as no chatting with classmates during the lecture session. You are encouraged to raise questions in class. Feel free to ask for further explanation. You must turn off your cellular phones or pagers before entering the classroom.
Deadlines:
Homeworks and exercises are due at the beginning of the class. All homeworks or exercises handed later than the due date are considered as late. No late works will be accepted unless written evidences such as a physician's letter is accompanied with the request for late submission. Late submission, even if accepted, will lose 50 % of the grade. On extremely urgent circumstances, email submission might be permitted. If you should miss the class on the due date, please email your homework before the due date.
<Course Schedule>
Dates / Topics / ReadingAssignments
PART ONE: AN INTRODUCTION TO INTERNATIONAL ADVERTISING
AUG. 23 [M] / Session 1
Course introduction
Video Presentations: International advertising samples / Handout
Course Packet
AUG. 25 [W] / Session 2
Globalization, consumer behavior, and international advertising / Mooij, Chapter 1
AUG. 27 [F] / Session 3
Globalization, consumer behavior, and international advertising
Managerial implications / Mooij, Chapter 1
Course Packet
AUG. 30 [M] / Session 4
An overview of global marketplace: The Americas / Course Packet
SEP. 1 [W] / Session 5
An overview of global marketplace: Asia / Course Packet
SEP. 3 [F] / Session 6
An overview of global marketplace: Europe / Course Packet
SEP. 6 [M] / LABOR DAY; NO CLASS
PART TWO: CROSS-CULTURAL CONSUMER BEHAVIOR
SEP. 8 [W] / Session 7
Explore cultural differences among global consumers
Consumer values and international advertising
[NIH Certificate Due] / Mooij, Chapter 2
SEP. 10 [F] / Session 8
Dimensions of culture
Hofstede’s five dimensions of national culture / Mooij, Chapter 2
SEP. 13 [M] / Session 9
Distinguishing features of Asian cultures
Advertising in Asia / Course Packet
SchÜtte and Ciarlante (1998), Chapter 2
SEP. 15 [W] / Session 10
Distinguishing features of Latin American cultures
Advertising in Latin America / Course Packet
SEP. 17 [F] / Session 11
Distinguishing features of European cultures
Advertising in Europe / Course Packet
SEP. 20 [M] / Session 12
Convergence and divergence in consumer behavior / Mooij, Chapter 2
SEP. 22 [W] / Session 13
Consumer attitudes and international advertising
National wealth and consumer behavior / Mooij, Chapter 3
SEP. 24 [F] /
Assignment 1 due and Oral Presentations
SEP. 27 [M] / Oral Presentations (Assignment 1) [Cont]PART THREE: HOW TO CREATE SUCCESSFUL INTERNATIONAL ADVERTISING CAMPAIGNS
SEP. 29 [W] / Session 14
Understanding cross-cultural consumers / Mooij, Chapter 4
OCT. 1 [F] / Session 15
Global branding issue / Mooij, Chapter 4
OCT. 4 [M] / Session 16
Country of origin effects / Mooij, Chapter 4
OCT. 6 [W] / Session 17
Consumer lifestyle and international advertising / Mooij, Chapter 4
OCT. 8 [F] / Session 18
Consumer motivation and international advertising / Mooij, Chapter 5
OCT. 11 [M] / Session 19
Emotions and international advertising / Mooij, Chapter 5
OCT. 13 [W] / Session 20
Group influence and international advertising / Mooij, Chapter 5
OCT. 15 [F] / Session 21
Language and international advertising / Mooij, Chapter 6
OCT. 18 [M] / Session 22
Perception and international advertising / Mooij, Chapter 6
OCT. 20 [W] / Session 23
Communication styles and international advertising / Mooij, Chapter 6
OCT. 22 [F] / Assignment 2 due and Oral Presentations
OCT. 25 [M] / Oral Presentations (Assignment 2) [Cont.]
OCT. 27 [W] / Session 24
Advertising styles and international advertising / Mooij, Chapter 6
OCT. 29 [F] / Session 25
Ownership and international advertising / Mooij, Chapter 7
NOV. 1 [M] / Session 26
Cross-cultural responses to marketing communications / Mooij, Chapter 7
NOV. 3 [W] / Session 27
Global marketing and advertising communications / Mooij, Chapter 8
NOV. 5 [F] / Session 28
Standardization vs. localization in international advertising / Course Packet
NOV. 8 [M] / Session 29
Media issue: Media landscape in different countries / Course Packet
NOV. 10 [W] / Session 30
International advertising research / Mooij, Chapter 8
NOV. 12 [F] / Assignment 3 due and Oral Presentations
NOV. 15 [M] / Oral Presentations (Assignment 3) [Cont.]
PART FOUR: EXTERNAL ENVIRONMENT
NOV. 17 [W] / Session 31
Seasonality, buying patterns, and international advertising / Course Packet
NOV. 19 [F] / Session 32
Ethic concerns in international advertising / Course Packet
NOV. 22 [M] / Session 33
Laws and regulations in international advertising / Course Packet
NOV. 24 [W] / Session 34
Working for international advertising agencies / Course Packet
NOV. 26 [F] / THANKSGIVING HOLIDAY; NO CLASS.
NOV. 29 [M] / Assignment 4 due and Oral Presentations
DEC. 1 [W] / Oral Presentations (Assignment 4) [Cont.]
[Last day of the Class]
[Your semester grade will be emailed to you]