Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24220 International Marketing
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject helps students acquire an understanding of the complexities which surround the successful undertaking of promotional and advertising campaigns overseas, with particular reference to the roles of promotion intermediaries, promotion infrastructure, legal impediments and government involvement. In-depth study is undertaken of the appropriateness of different forms of promotion according to the market, the product/service offered and the situation of the supplier. The subject enables students to acquire an understanding of the way in which advertising campaigns need to be modified to suit overseas markets; and develops an appreciation of the various forms of promotion which are appropriate to developing international business.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Understand the way in which advertising campaigns need to be modified to suit overseas markets;
2. Appreciate how the various forms of promotion operate when undertaking global promotion activities;
3. Evaluate the opportunities and constraints which face firms when endeavouring to promote overseas; and
4. Prepare advertising and promotional campaigns for overseas markets.

Contribution to graduate profile

This subject builds upon the basic marketing knowledge acquired in 24220 International Marketing. It enables students to broaden their understanding of international marketing by focusing on the role of promotion and advertising overseas. Specifically, it focuses on how to build market share and create awareness in markets where the promotional expectations, the nature of customers, the promotional infrastructure, the nature and availability of promotional intermediaries and the political and legal environment for promotion and advertising differ from that in Australia.

Teaching and learning strategies

The teaching method for this subject is based primarily on lectures and seminar discussion. Students must at least read the assigned chapters each week and be prepared to answer questions with examples. Student input is vital for the success of the discussions. Participation in at least 80 percent of the classes is required to pass the subject. Where this is not possible the subject coordinator must be consulted at the beginning of the semester.

Content

• Introduction to International Advertising
• Advertising Approaches in Different Countries
• Perspectives on Consumer Behaviour
• External Environment
• Creative Strategy
• Media Planning and Strategy
• Campaign Effectiveness.

Assessment

Assignment 1 (Individual)	30%
This addresses objectives 1-3.
Assignment 2: Promotional Plan (Group)	30%
This addresses objectives 1-4.
Final Exam (Individual)	40%
This addresses objectives 1-4.

The examination will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. The assignments will be secured through a combination of updating of assessment tasks across semesters and/or plagiarism detection software.

Recommended text(s)

Readings in International Advertising, (2004) School of Marketing, UTS.

Indicative references

Belch, George and Michael Belch (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th edition, Irwin/McGraw-Hill.

De Mooij, Marieke. (1998), Global Marketing and Advertising: Understanding Cultural Paradoxes, Sage Publications, California.

Fletcher, R. and Brown, L. (2002), International Marketing: an Asia-Pacific Perspective. 2nd Edition, Prentice Hall, Sydney.

Mueller, B. (1996), International Advertising: Communicating Across Cultures, Wadsworth Publishing, CA.