International Advertising in a European Context
Fall & Spring
| 3 credits
| Elective
Majors:
Advertising,
Business,
and
Communication
Globalization has made the corporate world more alike, but it has not diminished the often subtle cultural and sociological differences among markets. Hence, companies working internationally are faced with the global-local dilemma. On the one hand they seek to reap the efficiency benefits of globally standardized advertising. On the other hand, national differences require specialized advertising to effectively reach target audiences in different countries. This course offers knowledge of the challenges of international advertising. Specific topics include: international market segmentation and the marketing mix, cross-cultural challenges of advertising, media strategy, advertising planning and information gathering, regulations, ethics, trends, advertising effectiveness and international marketing research.
Field Studies
- Advertising, Marketing, and Public Relation Firms
- Students will discuss advertising, branding, and marketing with industry professionals. Past visits included Mattel, advertising firms, and public relations firms.
Instructors
-
Susanne Goul Hovmand
Cand.merc. (International Business, Copenhagen Business School, 1999). Marketing Research Consultant, Harrigan-Bodick, Inc. New York, 2000- 2001. TNS Gallup A/S Copenhagen, 2002-2006. External Lecturer, Copenhagen Business School, 2003-2005. With DIS since 2006.
-
Kimberly Sallingboe
B.A. (English, Rice University, 1999). Director of Communications, Settlement Facility – Dow Corning Trust, 2000-2004. Marketing Manager, Saxo Bank, Copenhagen, 2005-2008. Marketing and Communications Manager, Excitor A/S, 2008-2009. Internal Communications Partner, A.P. Møller–Maersk, 2009 – present. With DIS since 2010.
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Leif H. Rasmussen
Cand.merc. (Copenhagen Business School, 1982). Head of Marketing, Faxe Brewery A/S, 1985-1989. Marketing Director, The Danish Brewery Group A/S, 1990-1996. Sales and Marketing Director, Royal Unibrew, 1997-2007. CEO and Owner, Imexpo. With DIS since 2007.
