Pace University Lubin School
of Business
MAR 352 (PL 70283) Fall 2007
International Advertising Course Syllabus
Professor: Dr. Kathy Winsted
Office: Goldstein Academic Center in Pleasantville Rm
121
Phone Numbers: Pleasantville: 914/773-3905 (FAX 914/773-3908)
Home office: 914/962-3029 (FAX 914/962-3029)
Email address: kwinsted@pace.edu
Instant messaging at aol and MSN: kwinsted
Web page: http:://webpage.pace.edu/kwinsted
Course site: http://blackboard.pace.edu
Office Hours:
Pleasantville: Monday 2:30-3:30, Tuesday 12:30-3:00,
Wednesday 11:30-1:00
Class Session: Monday 1:25-2:20, Wednesday 1:25-3:15
Text: Custom textbook from Pearson Publishing (http://www.xanedu.com/login.shtml?PackId=253362) and materials online at blackboard.pace.edu
Grading: Each graded component of the course will be evaluated on a 100 point scale, with each weighted as follows to determine a final grade. Overall grades will be assigned as follows: A (93-100), A- (90-92), B+ (87-89), B (83-86), B- (80-82), C+ (77-79), C (73-76), C- (70-72), D+ (67-69), D (60-66), F (0-59).
MID TERM EXAM= 20%
FINAL EXAM = 20%
CASE ANALYSES (3 @ 10%) = 30%
CLASS PARTICIPATION = 30%
Course Objectives:
- To help give students an understanding of both the theory and the practice of international advertising and promotion.
- To build and expand on material learned previously about global marketing, with specific attention to implementation of an international marketing communications program.
- To develop student understanding of the considerations influencing the standardization versus adaptation of worldwide advertising campaigns for both consumer and industrial products and for services.
- To help students develop a better understanding of the marketing communications implications of the cultural diversity of an increasingly interdependent world, and to foster a better understanding of the ethical issues confronting an international advertiser.
- To develop and improve students' critical thinking, written and oral communication skills through written case analyses, essay exams, and class participation in every class session.
Class Participation: This class will be run primarily as a discussion class. Many sessions of the class are devoted primarily to the discussion of cases. All cases are available in the custom text from Pearson or online at blackboard.pace.edu. The success of the class is highly dependent on careful student preparation prior to class and active student involvement during class discussions. It is expected that all assigned reading will be done prior to the class in which it will be discussed. Class participation grades will be based both on quality and quantity of participation in class discussions and debates and on attendance in class.
Exams: Two tests will be given covering concepts in the readings indicated (noncumulative), as well as any cases, speakers, and videos. While all material in the readings will not be covered in class, students are responsible for all reading assigned. Most exam questions will be applications questions (i.e., being able to apply a concept from a reading or a case to a situation given on the exam). All exams are open-note and all students are encouraged to take notes while reading the assigned articles and cases, as well as in class. Any notes in the student's own handwriting may be used to assist in taking the exams. Notes typed by a student on his or her computer may also be used, but only if the notes are submitted to the digital dropbox prior to the exam. When submitting to the digital drop box, be sure to click on "Send File" or the file will not be sent to the professor's drop box. If any notes are found not to be the original work of the student using them (no shared, borrowed or study group notes are allowed), the notes will be confiscated and the student will receive a zero on the exam. Textbooks and other printed materials may not be used. Any student who cannot take an exam at the scheduled time must get an alternate date approved by the instructor prior to the date scheduled, or have an excuse from a doctor and notify the instructor as soon as possible, always before the next class meeting. No makeup exam will be scheduled if these guidelines are not met.
Case Analyses: Each student will write an analysis of at least three of the cases listed in the syllabus. All cases are included in custom text for the course or posted on the Blackboard site. Suggestions for writing case analyses and questions for all the cases are also provided on the Blackboard site. Any student not happy with a grade received for a case analysis may write a fourth case analysis (or more) if he or she wishes to do so. If so, all cases will be graded and the student will be assigned the best three grades. Though each student is only required to hand in three written case analyses for grading, every case should be prepared for discussion on the date indicated and all students should be prepared to announce and support a management/marketing decision for each case. Students should be prepared to show the professor written answers to case questions in each class where a case is assigned. Written case analyses should respond directly to the questions asked in the separately posted Case Questions document. Cases submitted for grading must be turned in electronically using the digital drop box on the course Blackboard site prior to the beginning of class on the day the paper is due. When submitting to Blackboard, be sure to submit before class on the date due and be sure to click on "Send File" or the file will not be sent to the professor's drop box. Late cases and cases not submitted to the digital drop box will NOT be accepted.
Academic Honesty: All notes for exams and all papers must be original work. Use of any work that is found to be not original will result in a grade of zero on the exam or paper. The department academic honesty policy will apply to all honesty issues.
Contacting the Professor: If the office hours listed at the top of the
syllabus are inconvenient for you, feel free to call me at home at any
reasonable time of day or night with questions or concerns. If you need to miss class when an assignment is due,
you still need to submit it via the digital drop box on Blackboard before the
start of class on the day it is due. You can contact me anytime by email
and I will respond promptly (I check messages each evening and usually morning
as well) or, if I'm online, you can contact me through instant messaging.
The Blackboard site and my web page provide easy access to information on the
syllabus, readings, assignments, office hours and course schedule if your
printed versions are not easily accessible.
Pace University, Lubin School of Business
MAR 352 International Advertising (PL70283)
Fall 2006 Course Schedule Professor Winsted
Mondays 1:25-2:20,
Wednesdays 1:25-3:15
|
Date |
Topics and Cases |
|
|
|
Introduction Foreign magazines |
none |
|
|
Growth of International
Advertising |
International Advertising
– Blackboard Globalization of Markets
– Coursepack Sweet Corn case* - Blackboard |
|
W Sept. 12 |
International Promotions Video: KFC Asian Promotions |
Kodak case - Blackboard |
|
|
Global Segmentation |
Understanding New Bases for
Global Segmentation – Coursepack Prepare for the Third Age -
Coursepack |
|
|
International Public
Relations |
How Global Brands Compete -
Coursepack Pepsi Blue case - Blackboard |
|
|
The International Marketing
Mix Case: McDonalds in |
McDonalds
in |
|
|
The International Marketing
Mix |
Unilever in |
|
M Oct 1 |
The Chinese and other Asian
Markets Video: A Look at Asian Ads Video: KFC Asian Promotions |
To Reach |
|
|
Adapting the Marketing Mix Video: The Colonel Comes to |
Nutrasweet in |
|
|
International Sponsorships |
Mastercard case - Blackboard |
|
|
International Sponsorships |
SONY-FIFA case - Coursepack |
|
|
Positioning Case: L’Oreal |
L’Oreal |
|
W Oct 17 |
The Cultural Environment Video: Cultural Environment of Marketing |
Do Multinationals Standardise or Localise? –
Coursepack (Up to Methodology, then Conclusions) |
|
|
Speaker |
No homework! |
|
|
MIDTERM EXAM - readings,
cases, videos |
Study for exam |
|
|
The Japanese Market Video: MITA copier ads Video: Japanese advertising |
Find and view Japanese ads
online |
|
|
Adapting to Culture |
Nippon Vicks case –
Blackboard and Coursepack |
|
|
International Research and Campaigns |
Revolution Master Class on
International Campaigns - Coursepack International Marketing
Research - Coursepack |
|
|
New International Media Case: Adidas Brand in the Hand |
Brand in the Hand Adidas
case - Coursepack |
|
|
Video: |
Lure of Global Branding
– Coursepack International Advertising
Strategy – Coursepack (Read Intro and
Literature Review) |
|
|
Standardization vs.
Localization |
Colgate readings -
Blackboard People on the Move – Coursepack Ad Exec: Going Global…
- Coursepack Small World – Coursepack |
|
|
Globalizing Advertising Video: Reebok advertising |
Reebok case - Blackboard |
|
W Nov 21 |
NO CLASS |
HAPPY THANKSGIVNG! |
|
|
Global Advertising Videos: Global Ads, Digital Equipment Corp., McDonalds, Indian ads, Romanian ads |
No homework! |
|
|
Ethics of International
Advertising |
Nestle case –
Blackboard |
|
|
International Celebrity
Advertising Case: Maria Sharapova * |
Maria Sharapova
case* - Coursepack |
|
|
Debate: Women in International Marketing |
Prepare for debate by finding articles and other info online |
|
|
FINAL EXAM, readings,
cases, videos, speaker |
Study |
·
Case with *
cannot be used as a written assignment for grading
·
Coursepack is at http://www.xanedu.com/login.shtml?PackId=268625
HAVE A GREAT