24440 International Promotion and Advertising

Subject level: Undergraduate

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.
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 Analysis & Strategy. 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 diverse 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.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops (ie, tutorials). The lectures involve critical debate and case deliberations; and the workshops are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

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

Assessment item 1: Mid-semester Exam (Individual)

Assessment item 2: Project Report (Group)

Assessment item 3: Final Exam (Individual)