|Semester||Fall Semester, 2019|
|Department||International Master's Program in International Communication Studies, First Year International Master's Program in International Communication Studies, Second Year|
|Course Name||International Media and Marketing|
This course is restructured into a 18-week class, with two official holiday weeks. Our meeting time begins from 9:00-12:00
Project pitch: You will be representing an account executive for an advertising/media agency. You will have to plan and pitch your project to me. On fifth week you will have to select a brand that you want to work for, and upon my approval, I will be acting as the brand marketer (your client).
B. Understanding global market, identifying opportunities, formulating strategies for market entry
Formulating Social Media Strategies: Developing Markets The internationalization public relations process, communicative strategy and social media strategies
Week 18 No class (final exam)
Country briefings 15% -- a case study warm up exercise: Select five indicators from database and a news article from Variety, Advertising Age, Wall Street Journal (Media and Consumption section), Economist to brief a country story revolving around media product flows, brand strategies, advertising/integrated marketing communication
|Textbook & Reference|
Global Marketing, 3rd Edition by Kate Gillespie, H. David Hennessey, Publisher: South Western (International version)
Global Marketing and Advertising, Understanding Cultural Paradoxes, by Marieke de Mooij, Publisher: Sage.
Case studies from a wide range of sources will be prepared for discussion. Based on the number of students in the class, case studies will be selected to each student for leading the group discussion.
|Urls about Course|