0650 - Specialization in Business Administration Course IV - International Management and Marketing
| Subtitle: | Topic 6 - Global Advertising |
| Instructors: | Ass.Prof. Robert J. Kent |
| Type: | PI |
| Weekly hours: | 2 |
| Members (max.): | 25 |
| Registration period: | 09/30/08 to 10/06/08 |
- Class objective(s) (learning outcomes)
- This course uses interactive lectures, readings, examples, and discussion to help students understand the basics of advertising strategy, media, creative, and research in the current global context.
Students will explore and discuss the roles and interaction of culture, technology, and basic marketing and branding strategy in international advertising.
Students will develop knowledge and skills that improve their ability to work with or in advertising suppliers. They will also improve their ability to understand how advertising works in our daily life.
- Teaching and learning method(s)
- We will learn about ad concepts and practices, discuss examples from various cultures/economies, and consider ideas from readings. Two general themes that will infuse every meeting and discussion are technology and culture. The pre- and post-course assignments will be detailed in the readings package, and the pre-course assignment is due at the start of the first class meeting on November 24. Active participation, and not mere regular attendance, will be crucial to succeed in this course. It would also be helpful if students know company website links or youtube keywords to quickly locate ads they want to discuss in class. On the last day, student teams will present as much background as possible on an ad campaign they select using the course ideas and materials. A course packet with complete readings, visuals, and assignments will be distributed before the pre-course period. Students should be careful to do the readings before each meeting and bring the package for reference as we discuss.
- In case of restricted admission; selection criteria
- Registered students who do not deliver the pre-course assignment cannot be considered for participation.
Students on the waiting list who can not deliver the pre-course assignment cannot be considered for participation, either!
Hence, students from the waiting list only have a chance to get into the course when they can provide the pre-course assignment by the indicated date. - Criteria for successful completion
- Pre-course assignment: individual 1000 word how they do advertising paper, 20%
Individual Participation: quality and quantity, 10%
Team Project: brief presentation on specific advertisement or campaign, 20%
Post-course assignment: individual 3000 word how to improve an ad campaign paper, 50% - Availability of instructor(s) for contact by students
- Robert Kent, University of Delaware, USA
mailto:Bobkent10@yahoo.com (fastest) or mailto:kentr@lerner.udel.edu
Fax: 302-831-4196 - Miscellaneous
- PLEASE CHECK THIS WEBSITE FOR UPDATES
All information are subject to change!
Detailed schedule
| Day | Date | Time | Room |
|---|---|---|---|
| Monday | 11/24/08 | 09:00 AM - 04:00 PM | SR 5.46 (C) |
| Tuesday | 11/25/08 | 12:00 PM - 03:00 PM | H 4.40 (C) |
| Tuesday | 11/25/08 | 04:00 PM - 06:30 PM | H 2.19 (A) |
| Wednesday | 11/26/08 | 03:00 PM - 07:00 PM | SR 5.45 (B) |
| Thursday | 11/27/08 | 01:00 PM - 07:00 PM | H 2.18 (A) |
Contents
| Unit | Contents |
|---|---|
| 1 | Advertising Overview, Positioning with Ads, Agencies, Buyer Behavior and Advertising |
| 2 | Ad Objectives, Ad Creative |
| 3 | Media |
| 4 | Internet and Interactive Ads, Sales Promotion |
| 5 | Public Relations, International Ads and Culture, Social Issues, team presentations, sign-off summary |
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