• Explain the cultural issues concerning international advertising campaigns.
• Examine relevant cultural theories and dimensions related to international advertising.
• Analyze and assess global advertising strategies in successful, as well as unsuccessful advertising campaigns.
• Explore practical aspects international advertisers need to consider in terms of cultural message appeals to effectively operate in the international arena.

Products may be global in nature, but consumers are local in context. In the current global market environment, many international companies are facing the global versus local conundrum. This can be attributed to differences in culture and sociological variances in the markets they serve. Therefore the tug-of-war is between global standardized advertising and specialized advertising in different markets. The course attempts to provide the theoretical and practical perspectives international advertisers should consider, especially in terms of the issues and opportunities of cultural differences in international advertising. This includes analyzing how advertising appeals and messages need to be culturally sensitive in order to attract the right target audience.

Preliminary assignment

Class 1: Ironies in global advertising.

Class 2: Perceptions of a global brand. 

Class 3: Understanding the values and culture: Signs, symbols and body language.

Class 4: Classifying the the theory and dimensions of culture.

Class 5: Culture and consumer behavior domains.

Class 6: Effects of culture on advertising appeals.

Feedback activity

Class 7: Understanding global advertising types.

Class 8: Effects of culture on media.

Class 9: Understanding and measuring cultural values.

Class 10: Effects of culture on communication.

Class 11: Exploring global advertising strategies.

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams

We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2019 at the latest.

Mandatory readings:

de Mooij, M. K. (2018). Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, California: Sage Publications, Inc.

Articles

Quelch, J. (2003). The Return of the Global Brand. Harvard Business Review, 81(8), 22–23.

de Mooij, M. (2015). Cultural Marketing: Maximising Business Effectiveness in a Multicultural World. Journal of Cultural Marketing Strategy, 1(1), 11-18.

de Mooij, M. (n.d.). Translating advertising: Painting the tip of an iceberg. Translator, 10(2), 179–198.

de Mooij, M. (2013). On the misuse and misinterpretation of dimensions of national culture. International Marketing Review, (3), 253.

de Mooij, M. (2016). Comparing dimensions of national culture for secondary analysis of consumer behavior data of different countries. International Marketing Review, 34(3), 444–456.

Additional relevant readings:

Mueller, B. (2017). Dynamics of international advertising: Theoretical and practical perspectives (3rd ed.). New York: Peter Lang Publishing, Inc.

Cheng, H. (Eds.). (2014). The handbook of international advertising research. Oxford: Wiley-Blackwell.

Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. Thousand Oaks, California: Sage Publications, Inc.