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24700 Promotion and Advertising Overseas

UTS: Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
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 develops an understanding of the complexities surrounding 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 also develops an understanding of the way in which advertising campaigns need to be modified to suit overseas markets, and builds on the 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. Recognise the issues which need to be taken into account when undertaking global promotion activities
  4. Be able to evaluate the opportunities and constraints which face firms when endeavouring to promote overseas
  5. Develop an awareness of the principals of ethics in a variety of settings when advertising overseas
  6. Prepare advertising and promotional campaigns for overseas markets
  7. Develop work-ready reports in the advertising industry
  8. Further develop written and oral communication skills.

Contribution to graduate profile

This subject builds upon the basic marketing knowledge acquired in 24738 International Marketing Management. 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. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (Blackboard Course Information) will be used to share information and encourage interaction between staff and students. 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% of the classes is required to pass the subject. Where this is not possible, please consult with the subject coordinator at the beginning of the semester.

Content

  • Introduction to the subject including its aims and rationale.
  • Overview of the international environment for advertising.
  • International marketing environment.
  • Characteristics of the customer in different cultural settings.
  • Advertising and Communication models.
  • Media usage in different countries.
  • The role of research in international advertising.
  • Case studies.

Assessment

Assessment item 1: Seminar Presentation and Assignment (Individual)

Objective(s): 1-5, 8
Weighting: 40%
Task: Students will choose a topic from the subject outline and present to their seminar group a practical report relating the topic to planning an international advertising campaign. This should be no longer than 15 minutes in length plus discussion time. A written report on the session must be handed to the tutor in the following week. This will test objectives 1-8. Students must also choose a country and write a report analysing issues relating to conducting an advertising and promotions (marketing communication) campaign in this country. You may want to focus on the media (e.g. broadcast or print), consumer profiles, culture, marketing environment, etc. Assume that you are writing the report to your Marketing Manager who wants to decide whether to totally standardise or customise a new campaign in the country. This will test objectives 1-5 and 8.

Assessment item 2: Group Assignment: International Promotional Campaign (Group)

Objective(s): 1-6, 8
Weighting: 30%
Task: Students must form groups of 3-5 and prepare a promotional plan for a product or service of your choice in an international market. This plan requires the student to formulate an appropriate strategic plan over a campaign period of one year. Research the product and its market, and plan various promotional activities, from Yellow Pages to Television advertisements. You should include 'rough' advertisement formats which you have developed. Be as creative as you like, but you must also be businesslike in your approach. A one (1) page preliminary report to be handed in on Week 4. An oral presentation is to be given at the end of the Semester in which all group members will be involved. The contents of a promotional plan will be discussed in the lectures as well as presented in the text (Waller 1999). Finally, two copies of your report must be handed in, one to be marked and returned, while the second is to be kept for future reference. Presentations will be no longer than 15 minutes. This will test objectives 1-6 and 8.

Assessment item 3: Final exam (Individual)

Objective(s): 1-5
Weighting: 30%
Task: The examination will be a closed book exam and is worth 30% of the total assessment for this subject. Details of the exam will be given closer to the exam date. Note that students must obtain a satisfactory mark in the final exam to pass the subject. Material for the examination will be drawn from any of the topics covered during the semester. This will test objectives 1-5.