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2019/2020  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 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Thanaseelen Rajasakran - Department of Management, Society and Communication (MSC)
For academic questions related to the course, please contact instructor Thanaseelen Rajasakran at tra.msc@cbs.dk
Main academic disciplines
  • Globalisation and international business
  • Marketing
Teaching methods
  • Online teaching
Last updated on 16/04/2020

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-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 23/24 June-24 July 2020. 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: 5–8 October 2020 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 23–26 November 2020 – 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, structure and pedagogical approach


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 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: Culture and communication.
Feedback activity:
Class 7: Advertising appeals culture.
Class 8: Executional styles and culture.
Class 9: Brand positioning and different cultures.
Class 10: Perception of brand identity across different media and cultures.
Class 11: Applying global advertising strategies and research.
Description of the teaching methods
This year all courses are taught digitally over the Internet. Instructors will apply a mixture of direct teaching through a live link (like Skype, Team, Zoom…) and indirect, where visual pre-recorded material is uploaded on Canvas. The instructor will inform participants about the precise format on Canvas.
Feedback during the teaching period
Case study or quiz.

Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week.
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 March 2020.


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 16/04/2020