Semester	Spring Semester, 2018
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
Instructor
Credit	3.0
Course Type	Elective
Prerequisite

Course Objective

Course Description

Course Schedule

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

Week 1/302	Introduction, Case Approach; how to do a case study

Week 2/309	Introduction to international advertising and public relations/case topic discussion
Week 3/316	Country briefing 1/ case topic discussion
Week 4/323	Country briefing 2/ case proposal

Week 5/406	Spring break

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

Week 6/413	Gillespie chapter 8,9, 10 product packaging and development 1: Adaptation or standardization consumer insight
Week 7/420	Case presentation 1: Adaptation or standardization consumer insight
Week 8/427	Case presentation 1: Adaptation or standardization consumer insight
Week 9/504	Case presentation 1: Adaptation or standardization consumer insight

C. Formulating Global Public Relations Strategies: Developing Markets The internationalization public relations process, communicative strategy,

Week 10/511	Global public relations strategies Case presentation 3 on multinational corporation’s marketing project
Week 11/518	NCCU's annversary celebration holiday
Week 12/525	Case presentation 3 on integrated public relations project
Week 13/601	Case presentation 3 on integrated public relations project
D. Conclusion	Global Media and Marketing
Week 15/608	International new/mobile media and branding (research paper assigned)
Week 16/615 Week 17 Week 18	Advertising/media agency visit (To be arranged) Final hand-on pitch Final hand-on pitch

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

Attachment

Globalmarketing2018.pdf
Country briefing03022018.pdf