Interest in understanding culture’s influence on marketing and advertising is growing worldwide. New digital developments in the global marketplace also reinforce the need to know how communication works across cultures, as digital media hybrid forms of interpersonal and mass communication. Global Advertising and Promotion offers a mix of theory and practical applications while covering globalization, global brand strategies, classification models of culture and the consequences of culture for all aspects of marketing communications.
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Upon successful completion of this course, the student should be able to:
Discuss the global-local dilemma and the standardization - adaptation debate in global marketing
Understand the brand concept, what makes a successful global brand and how global brands are perceived by customers
Define various aspects of culture and the applications to marketing and advertising
Understand the influences of culture on consumer behaviour and communications
Describe how media usage is influenced by culture
Discuss the global marketing mix including product/market development across cultures, product and packaging design and communication strategies
Effective as of Winter 2016
MKTG 3525 is offered as a part of the following programs:
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