Transnational Advertising (7839.6)

Availability

Unit Outlines

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• Semester 2, 2018, ON-CAMPUS, BRUCE (178352) - View
• Semester 2, 2017, ON-CAMPUS, BRUCE (164705) - View
• Semester 2, 2016, ON-CAMPUS, BRUCE (160479) - View
• Semester 2, 2015, ON-CAMPUS, BRUCE (139400) - View

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Syllabus

This unit will discuss the issues associated with global campaigns and their effects on communication and creative appeals. It will consider research, segmentation methods, management and organisational structure of operations, and strategic applications in creating global campaigns. A key element which will also be examined is the influence of culture on the consumer in terms of motivations, values and consumption of product and media.

Learning Outcomes

On successful completion of this unit, students will be able to:

1. Demonstrate knowledge of the approaches, problems and decision making of global advertising campaigns;

2. Apply the methods used in carrying out transnational advertising and reasons for the adaptation and modification to the creative message; and

3. Identify issues related to brands crossing borders; apply centralisation/decentralisation and standardised/localised methods and analyse how they affect the development and implementation of global strategies.

Assessment Items

Contact Hours

3 hours per week.

Prerequisites

8122 Introduction to Professional Communication OR 9496 Principles of Marketing.

Corequisites

None

Assumed Knowledge

None

Incompatible Units

None

Equivalent Units

None