INTERNATIONAL ADVERTISING STRATEGY

SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN522560
Module Leader Shirley Rate
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • B (January start)

Summary of Content

The International Advertising Strategy module aims to provide an understanding of the process involved in creating advertising campaigns in a global context. Initially, students' analytical and evaluative skills are developed through the examination of theoretical ideas and models which attempt to explain how advertising communication works. Particular focus will placed on information processing models and the dimensions of culture which affect them. This theoretical foundation will act as a basis for the examination of the practical issues involved in planning and creating an international advertising campaign. These include culture, executional style and message design and standard v adapted campaign strategies as well as international media planning including digital and emerging technologies. Finally, the module will consider, in the context of the Principles for Management Education (PRME), the ethical, moral, social and legal standards to which advertisers should give due consideration when communicating with audiences and other stakeholders.

Syllabus

-360b7 The International Advertising Environment -360b7 Advertising Theory: Culture & The Hierarchy of Effects b7 Advertising Theory: Information Processing & International Audiences b7 Advertising Strategy & Planning: Standardisation v Adaptation b7 Segmenting & Defining the Target Audience b7 Advertising & Global Brand Positioning b7 Creative Tactics: Getting Attention b7 Creative Tactics: Executional Style and Culture -360b7 The Global Media Landscape & Media Planning -360b7 New Media: Digital, Online and Emerging Technologies b7 Advertising Standards & Responsibilities

Learning Outcomes

On successful completion of this module, the student should be able to:* Demonstrate an advanced conceptual and theoretical understanding of the changing international environment in which advertising operates and the role of advertising in integrated marketing communications strategies* Demonstrate an advanced conceptual and theoretical understanding of the communication and response process to advertising and the cultural dimensions affecting that process* Demonstrate an advanced conceptual and theoretical understanding of advertising planning in a global context and decision making relating to standardisation and adaptation* Review and evaluate various advertising objectives and their appropriateness in various situations* Demonstrate an understanding of the role and implications of message strategy, culture and executional style* Analyse and evaluate traditional media, the impact of digital and emerging technologies and media planning in a global context* Evaluate the regulations which advertisers must adhere to and the broader environment to which advertising has a responsibility

Teaching / Learning Strategy

Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated and applied in a series of intensive seminars which encourage students to actively participate, work in teams, present ideas and critically analyse 'real-world problems'. All class activity requires prior directed reading and preparation. The module promotes independent, autonomous learning in both class and assessment activities and is designed to encourage responsible decision making in the context of the industry and the Principles of Responsible Management Education (PRME). Assessments are designed to promote reflection, analyse real-life situations and require students to apply ethical and sustainable business thinking and professional skills to present solutions to problems and challenges. The assessment process is supported with custom made assessment workshops created in association with the Learning Development Centre. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, encourage an entrepreneurial outlook and support a contemporary, challenging and industry-relevant curriculum. The module incorporates the use of VLE's (GCU Learn) whereby student resources will be served on a dedicated module website. This will provide a range of sophisticated learning resources, including bulletin boards, chat rooms and the opportunity to deliver course materials and a diverse range of learning resources to students through varied devices. Students will be given written feedback on all assessment which will clearly highlight areas where students performed well and also areas for improvement. The feedback will be given within a 3 week deadline in accordance with GCU assessment guidelines.

Indicative Reading

-567 Books and articles: -360 Aaker, D. A. and Biel, A. L. (1993), Brand Equity and Advertising: Advertising's Role in Building Strong Brands, L. Erlbaum Associates. Arens, W., Weigold, M. and Arens, C. (2011), Contemporary Advertising , 13 th Edition, McGraw-Hill. Arens, W. and Schaefer, D. (2008), Essentials of Contemporary Advertising , 2 nd Edition, McGraw-Hill. Belch, G. E. and Belch, M. A. (2012), Advertising and Promotion: An Integrated Marketing Communications Perspective , 9 th Edition, McGraw-Hill. Clow, K. E. and Baack, D. (2016), Integrated Advertising, Promotion and Marketing Communications , 4 th Edition, Pearson. Davis, M. P. & Zerdin, D. (1996), The Effective Use of Advertising Media: A Practical Handbook , Century. Fill, C. (2013), Advertising: Strategy, Creativity and Media , Pearson. Hackely, C. (2010), Advertising & Promotion : An Integrated Marketing Communications Approach , Sage. Heath, R. (2001), The Hidden Power of Advertising , WARC. Jewler, A. J. and Drewniany, B. L. (2005), Creative Strategy in Advertising , 8 th Edition, Thomson/Wadsworth. Jones, J. P. (1999), The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications , Sage Publications. Jones, J. P. (1999), How to Use Advertising to Build Strong Brands , Sage Publications. Jones, J. P. (2004), Fables, Fashions & Facts About Advertising , Sage Publications. Kapferer, J. (2012), The New Strategic Brand Management: Advanced Insights and Strategic Thinking, 5 th Edition, Kogan Page. De Mooj, M (2010), Global Marketing & Advertising: Understanding Cultural Paradoxes , 3 rd Edition, Sage. Mueller, B. (1996), International Advertising: Communicating Across Cultures , Wadsworth Publishing. Odih, P. (2007), Advertising in Modern and Postmodern Times , Sage Publications. Ogilvy, D. (1995), Ogilvy on Advertising , Pan/Prion. O'Guinn, T. C., Allen, C. T. and Semenik, R, J. (2012), Advertising and Promotions: An Integrated Brand Approach , 6 th Edition, Thomson Southwestern. Packard, V. O. (1991), The Hidden Persuaders , Penguin. Percy, L. and Rosenbaum-Elliott, R. (2012), Strategic Advertising Management , 4th Edition, Oxford University Press. Powell, H. (2009), The Advertising Handbook , 3 rd Edition, Routledge. Rossiter, J. R. & Percy, L. (1998), Advertising, Communications & Promotion Management , 2 nd Edition, McGraw-Hill. -360b7 Schumann, D. W. (2007), Internet Advertising: Theory and Research , Lawrence Erlbaum Associates -360 Shimp, T. A. (2013), Advertising, Promotion and Other Aspects of Integrated Marketing Communications , 9th Edition, Cengage. Tibbs, A. (2010), Advertising: Its Business, Culture and Careers , Routledge. Moriarty, S. E. Wells, W. & Mitchell, N. (2009), Advertising Principles & Practice , 8 th Edition, Prentice Hall. Yeshin, T. (2006), Advertising , Thomson Learning. -567 Journals: -360b7 Applied Communication Research b7 European Journal of Marketing b7 International Journal of Advertising b7 Interactive Marketing b7 Journal of Advertising b7 Journal of Advertising Research b7 Journal of Business Research b7 Journal of Consumer Marketing b7 Journal of Consumer Research b7 Journal of Interactive Advertising b7 Journal of Marketing b7 Journal of Marketing Communications b7 Journal of Marketing Management b7 Journal of Marketing Research b7 Psychology and Marketing

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -360b7 Cognitive and intellectual skills including critical thinking, self-reflection, creativity and ethical problem-solving -360b7 Presentation skills: written communication in a variety of formats; visual communication and oral presentational skills b7 Planning and time-management; organising and planning work; self-management and independent working b7 Inter-cultural awareness: understanding different perspectives, multi-cultural sensitivity and appreciation and development of a global mindset -360b7 Inter-personal and group working skills including questioning and listening, influencing and persuading, advising others and giving feedback -360b7 Research skills: information retrieval and collection; data analysis and synthesis

Module Structure

Activity Total Hours
Seminars (FT) 12.00
Assessment (FT) 47.00
Lectures (FT) 24.00
Independent Learning (FT) 117.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (Exams Office) 2.00 50.00 35% Closed book exam
Coursework 1 n/a 50.00 35% Individual Essay (2000 words) week 12