SemesterFall Semester, 2019
DepartmentInternational Master's Program in International Communication Studies, First Year International Master's Program in International Communication Studies, Second Year
Course NameInternational Media and Marketing
InstructorSHIAU HONG-CHI
Credit3.0
Course TypeElective
Prerequisite
Course Objective
Course Description
Course Schedule

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).



 



Detail schedule:





  1. Conceptual Foundations: Forces That Shape the Global Knowledge Economy and Implications for Global Marketing Management













































 



 



Week 1



Introduction, International Media Conglomerate



Case Approach; how to do a case study



Introduction to international advertising and public relations/case topic discussion



(1次上課)



Week 2



Bought media, owned media and earned media new strategies



 



 



Week 3



Country briefing 1/advertising strategies



Week 4



Country briefing 1/advertising strategies



 



 



Week 5



Holiday (off)



 



Week 6



 



Country briefing 1/advertising strategies




 



B. Understanding global market, identifying opportunities, formulating strategies for market entry







































Week 7



 



Gillespie chapter 8,9, 10 product packaging and development



Public Relations Strategies



 



Introduction to Case Presentation 1: Adaptation or standardization



 



Week 8



Case Presentation 1: Adaptation or standardization consumer insight (7次上課)



Week9



Case presentation 1: Adaptation or standardization consumer insight(8次上課)



 



 



Week 10



 



Case presentation 1: Adaptation or standardization consumer insight Global public relations strategies(9次上課)



 



Week 11



 



Guest speaker



 



 



 



Week 12



Guest speaker/advertising agency visit




Formulating Social Media Strategies: Developing Markets The internationalization public relations process, communicative strategy and social media strategies



























Week 13



The internationalization public relations process, communicative strategy and social media strategies



Week 14



Case presentation 2 on multinational corporation’s marketing project



 



Week 15



Case presentation 2 on multinational corporation’s marketing project



 



 



Week 16



 



Week 17



Case presentation 2 on multinational corporation’s PR and social media



 



Wrapped up conclusion




Week 18 No class (final exam)


Teaching Methods
Teaching Assistant
Requirement/Grading

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

In-class project briefings and pitch 60%, come prepared, you will have to work on a case assignment in a prescribed manner (Requirement will be passed on)

Attendance and Participation 25%,


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
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