Area: | School of Marketing |
Credits: | 25.0 |
Contact Hours: | 3.0 |
Seminar: | 1 x 3 Hours Weekly |
Prerequisite(s): | 11016 (v.3) Marketing Communications 211 or any previous version
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Syllabus: | Coke, Intel, McDonalds, Kodak, Nike, Toyota, Sony, Nescafe, the list goes on. Many of the most exciting and successful brands today have a global presence. This poses a unique set of challenges for marketers and advertisers. Investigation of the cultural and social differences among nations that influence advertising initiatives in an international context. |
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Unit Outcomes: | On successful completion of this unit students will have- Gained a broad based understanding of how cultures differ. Understood the impact of the Hofstede study in identifying country-based cultural diversity. Determined the impact of culture on marketing related areas. Developed an understanding of the role of multi-culturalism in advertising. Applied different cultural styles of communication to the advertising area. Distinguished the advertising creative and execution approaches used in various cultural settings. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
Unit References: | Jones, J.P. (2000). International Advertising: Realities and Myths. California, Sage Publications. Mueller, B. (1996). International Advertising. California, Wadsworth Publishing Company. |
Unit Texts: | DE MOOIJ, M. (1998). Global Marketing and Advertising: Understanding Cultural Paradoxes. California, Sage Publications. |
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Unit Assessment Breakdown: | To pass this unit, you must obtain an overall mark of 50% or more by completing the following tasks. Individual Assignment 25%, Group Project 25%, Final Examination 50%. This is done by grade/mark assessment. |
Field of Education: | 80507 Advertising | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Not Categorised | Result Type: | Grade/Mark |
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Availability
| Year | Location | Period | Internal | Area External | Central External | | 2004 | Bentley Campus | Semester 1 | Y | | | | 2004 | Bentley Campus | Semester 2 | Y | | | | 2004 | Joondalup Campus | Semester 1 | Y | | | | 2004 | Joondalup Campus | Semester 2 | Y | | |
Area
External | refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research. |
Central
External | refers to external course/units run through the Curtin Bentley-based Distance Education Area |
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