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2018/2019  KAN-CCMVI2072U  Advertising in a Global Context

English Title
Advertising in a Global Context

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Dr. Rajasakran, Thanaseelen, Assistant Professor, Universiti Tunku Abdul Rahman, tra.msc@cbs.dk
    Thanaseelen Rajasakran - Department of Management, Society and Communication (MSC)
For academic questions related to the course, please contact the course instructor.

Other academic questions: contact academic director Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Globalization and international business
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 29-05-2019

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • 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.
Course prerequisites
Completed Bachelor degree
Advertising in a Global Context:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 25/26 June - 29 July 2019. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: Home Assignment: 72-hour home assignment: 8-11 October 2019 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 25-28 November 2019 – for all ISUP courses simultaneously

Exam schedules available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question
Course content and structure

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.

Description of the teaching methods
A combination of lectures, cases discussions. Students are also expected to participate in group discussions involving written/video case study analysis, or business news articles Students may share cases insights from their own countries. It is also students’ responsibility in managing their own time in completing a mini-individual project.
Feedback during the teaching period
Case study or quiz.
All Home Project Assignments/mini projects are based upon a research question (problem formulation) formulated by the students individually, and must be handed in to the course instructor for his/her approval no later than 11 July 2019. The instructor must approve the research question (problem formulation) no later than 16 July 2019. The approval is a feedback to the student about the instructor's assessment of the problem's relevance and the possibilities of producing a good report.
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

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.


Expected literature

Mandatory readings:


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


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.

Last updated on 29-05-2019