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2020/2021  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 90
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
  • Communication
  • Marketing
Teaching methods
  • Online teaching
Last updated on 27/04/2021

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/models 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 advertising forms and 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: 22 June-30 July 2021. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: 72-hour home assignment: 27 – 30 September 2021 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 22 – 25 November 2021 – 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. 
This 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. It includes understanding various communication models and analyzing how advertising appeals and messages need to be culturally sensitive in order to attract the right target audience.


Preliminary assignment: Short video case analysis


Class 1: Perceptions of a global brand. 


Class 2: Ironies in global advertising.


Class 3: Understanding various communication models within the cultural framework.


Class 4: Understanding concepts of culture and values: Stereotyping, selective perception, signs, symbols and body language.


Class 5: Classifying culture and values: Applying models within cross-cultures.


Class 6: Advertising appeals within the framework of culture.


Feedback activity: Review of take-home assignment


Class 7: Classifying and executing advertising forms within the framework of culture.


Class 8: Culture and its effects on consumer behavior domains.


Class 9: Media use across global cultures.


Class 10: Global corporate advertising strategies.


Class 11: Further research on global advertising and strategies.

Description of the teaching methods
This year all courses are taught digitally over the Internet. Instructors will apply direct/live teaching through a link (like Skype, Team, Zoom). In some courses, pre-recorded material will also be used.
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 in March 2020.


Expected literature

Mandatory readings:


de Mooij, M. K. (2018). Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, California: Sage Publications, Inc.
eText ISBN: 9781526453518, 9781526453525, 9781526453532
de Mooij, M. (2019). Fairy tales of global consumer culture in a polarizing world. International Marketing Review, 36(4), 581-586.
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:


Pierce, C.S. (1990). Collected papers [1931-1958]. In J. Fiske (ed.), Introduction to communication studies (2nd ed, pp. 47-48). New York: Routledge.


Hall, E.T. (1984). The dance of life. Garden City, New York: Doubleday/Anchor, p.7.


Hall, E.T. (1969). The hidden dimension. Garden City, New York: Doubleday/Anchor, p. 131-137.


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.


Last updated on 27/04/2021