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2017/2018  KAN-CIBCV2055U  International advertising

English Title
International advertising

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 70
Study board
Study Board for Master of Arts (MA) in International Business Communication in English
Course coordinator
  • Benjamin Holk Henriksen - Department of Management, Society and Communication (MSC)
  • Simon Ulrik Kragh - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Intercultural studies
  • Communication
  • Marketing
Last updated on 01-09-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • demonstrate ability to work with a creative brief.
  • demonstrate ability to conduct strategic planning.
  • demonstrate ability to analyze a communication campaign.
  • show that they master the ability to adapt a master campaign to a new market.
  • be familiar with the concept "barriers to entry".
  • demonstrate ability to analyze a competitive market.
  • show knowledge of inter-cultural concepts incl. Hofstede.
  • understand pros and cons of using a centralized or decentralized marketing approach.
  • be able to develop a pitch for a new campaign including storyline, tagline and log-line.
  • be able to structure their work flow and assignment/presentation.
  • demonstrate ability to read the case and subtract important information based on the strategic tools learned over the semester.
International Advertising:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Case based assignment
Duration 3 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter and Summer
Aids Open book: all written and electronic aids, including internet access
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Description of the exam procedure

Question A) Students will be given a creative brief and a case, and asked to turn it into a campaign for a new market. The students must demonstrate their abilities to analyze a competitive market based on the case information and other resources, overcome barriers to entry and list the advantages and disadvantages of using centralized or decentralized approach.


Question B) Based on the result on question A, students must develop a pitch for a new campaign including storyline, tagline and logline.

Course content and structure

Course description


The course will prepare students for a life as strategic planners, marketers and communication professionals in a global environment.


Companies working internationally are faced with the global-local dilemma. On the one hand they seek to reap the efficiency benefits of globally standardized advertising. On the other, national differences require specialized advertising to effectively reach target audiences in different markets.


The course will provide the students with an understanding of the problems and opportunities facing people working with international advertising. Students will understand the relationship between corporate marketing and communications, subsidiaries, the master ad agency and local sub-agencies. Watch and analyze commercials and current marketing and communication trends, conduct international research and strategic planning, and adapt these strategies to the local markets.


Content and structure

The course combines discussion-based class sessions, lectures, guest lectures, teamwork, and team presentations.


The semester is divided into two parts:


Part 1. The creative brief.

Conduct campaigns and define the creative brief behind current strategies and campaigns.


Lesson 1. The relation between marketing, communications and ad agencies.

Lesson 2. The creative brief.

Lesson 3. The organizations objectives and strategy.

Lesson 4. Mission & Vision.

Lesson 5. History, traditions, philosophy and values.

Lesson 6. Primary and secondary target group incl. preferences, values and

Consumer behavior/analyses with an intercultural lens.

Lesson 7. Stakeholder management concerns.

Lesson 8. Positioning.

Lesson 9. Benchmark (cases, competitors, past campaigns)

Lesson 10. SWOT analysis

Lesson 11. Product portfolio and industry (Boston Matrix).

Lesson 12. The communication platform.


Students will choose their own company and present findings as the course evolve.


Part 2. The international campaign (going global).

How to work with an agency or local marketing department on adapting the creative brief (business plan, strategy and communication platform) to a new market, and come up with a pitch for new creative campaign. Topics include:


Lesson 13. International market research and barriers to entry.

Lesson 14. Centralization & decentralization (incl. the communication platform).

Lesson 15. Hofstede’s 5 dimensions.

Lesson 16. The value paradox.

Lesson 17. Advertising forms.

Lesson 18. The international media mix (usage).

Lesson 19. The ideal pitch: Storytelling, logline and tagline.



The actual number of lessons may vary depending on the CBS calanedar and structure.

Teaching methods
Current examples
Video commercials
Academic video documentaries
Feedback during the teaching period
Class presentation feedback, assignments feedback, student to student feedback.
Student workload
Forberedelse 134 hours
Undervisning 30 hours
Eksamen 42 hours
Expected literature

Brief Case: Mission, Vision and Strategic Intent. By Andrew Campbell and Sally Yeung

Text book: Henry Mintzberg Strategy Safari: Chapters: Design school and positioning school.

Harvard cases: Virgin, Lavender etc.

Textbook: Basic textbook “Global Marketing and Advertising, Understanding Cultural Paradoxes” (Third edition) by Marieke de Mooij is used.

Holk’s Masterclass: Film

The Mind of a Leader chapter/episodes: Mission & vision, Centralization and decentralization, communication platform, positioning, communication.


Current media affairs.


This list might be subject to changes.




Last updated on 01-09-2017