Loyola University Chicago

John Felice Rome Center

Comm 212 International Advertising and Communication

Summer 2015 - Summer I

COMM 212-A01 (2426): International Advertising and Communication, Loyola University

John Felice Rome Center Summer 2015 Tuesday/Thursday 9:00-12:00

Dr. Pamela Morris (pmorris1@luc.edu, office hours/meetings before or after class and by appointment, Chicago office - Lewis Towers #904)


Course Description

The goal of this course is to introduce and examine the cultural, social, national, and business factors that affect international advertising and marketing communication. Students will experience firsthand the differences, similarities and cultural implications for developing advertising and communication programs in an international environment.


Communication theory as well as practical application in creating advertising and communication plans will be part of the course. It will examine how marketers adapt their communication and leverage their brand for maximum impact. Students will review Italian advertising media platforms, including television, newspaper, magazine, and outdoor, hear from local professionals in guest lectures, and visit stores and advertising and communication agencies in Rome and the surrounding area.


Course Objectives

  • Expose students to communication in an international environment while living outside the United States.
  • Build an understanding of the cultural, language, social, national, and business factors that drive communication programs in international markets.
  • Broaden student perspectives on how organizations communicate with their audiences in other countries and cultures.


Learning Outcomes

Through readings, lectures, class presentations, assignments, guest lectures, and onsite visits in and around Rome, students should accomplish the following:

  • Develop deeper sensitivities to different cultures, countries, economics, and social structures.
  • Understand how brands and organizations communicate in different countries.
  • Learn to apply their real life experiences when solving communication tasks in another country.
  • Develop a keener understanding of how organizations utilize media, distribution channels and promotional strategies to reach consumer audiences internationally.
  • Become familiar with ethical issues by international advertising practices.





Required Texts

Mueller, B. (2011). Dynamics of international advertising: Theoretical and practical

            perspectives, 2nd ed. New York: Peter Lang.


de Mooij, M. (2010). Global marketing and advertising: Understanding cultural paradoxes, 3rd

            ed. Los Angeles: Sage. 


Class Participation and Other Exercises (10%)

An overall grade for class participation will be given and will consider how actively involved students are in all class discussions and work. Participation is always valued and is expected of all students. Students should come to class prepared by reading assigned texts, doing homework or other outside investigations in order to do well. There will also be several in-class activities and other exercises where students will need to be engaged.


Tests 1 and 2 (15% each, total 30%)

There will be two tests to make sure you have a solid foundation of advertising knowledge. The tests will cover information from the readings, assignments, and in-class presentations.


Written Assignments and Projects (45%) and Presentations (15%)

During the semester there will be several short assignments to help you become more immersed in the culture. A project and presentation will also be due on the last day of class as will be a reflection paper. Details will be provided for each task in class.


Procedures All work is due at the beginning of class on assigned dates. No work will be accepted after the due date. Some items are required, but not graded. Assignments cannot be accepted by email. Hard copies must be submitted.


Attendance Regular and on time attendance is essential for the educational process to work. Loyola University expects all students to attend every scheduled class on time. Exceptions may be made for University sponsored or work related activities, illness, or valid emergency situations. Any unexcused absences will result in a lower participation grade


Meeting Deadlines Deadlines for all projects are firm. Any work turned in after the deadline will receive a one letter grade reduction for each day it is late. Especially in an intense session, it is important to keep up with the work.


Spelling and Grammar Assignments must be typed (unless otherwise directed) and free of spelling/grammar errors. Allow time for proofreading, editing, and revision. As communication students, you have a responsibility to pay attention to spelling/grammar and if your work contains blatant errors, expect a reduced grade.


Plagiarism and Academic IntegrityAny use in whole or in part of another person’s work or ideas constitutes plagiarism and will result in an automatic failure in this course. It is dishonest to: 1) Turn in the same work for multiple classes; 2) Turn in a paper you have not written yourself; or 3) Copy from another student or use a “cheat sheet” during an exam; 4) To pass off someone else’s design as your own; 5) To have someone else create your design. Remember, integrity is one of the most important traits for success and you control your own honor and integrity.


Special NeedsPlease give me written notice in the first week of class about any medical or other conditions that may interfere with your individual performance. Documentation may be required.


Performance Evaluation and Grading

In addition to project specifics, evaluation of assignments will use this rubric to ensure clear/consistent grading.



A range

Excellent analysis that critically examines topic; digs deep beneath the surface. Creative approach to the problem/question being considered. Outstanding content, clarity of writing, and organization of research material. Sophisticated, appropriate use of language. Thorough research and documentation of ideas, arguments, and comments. Free of mistakes: no typos; no misspellings; no punctuation or grammatical glitches; no errors of fact. All the necessary details, documentation, quotes, citations, and specifics are there.

B range

Very good attempt to link analysis to class themes, but more connections could be made. Very good to excellent; above average work and research. Some improvement needed in content, clarity, organization, or documentation. Occasional typos or other glitches say more about the lack of close proofreading than failure to master the mechanics of spelling, punctuation, grammar and usage. More details, quotes, citations, or examples needed. Errors of fact (incorrect spelling of a title, reference name, source, or date, etc.) show inattention to detail/accuracy although content is above average.

C range

Average analysis that lacks clear connections to class themes. Average, acceptable writing and research that meets basic expectations. Needs much work on content, clarity, organization, and documentation. Although basic facts most likely are there, lacks elaborating and supporting documentation or quotes. Errors indicate need for improvement in grammar, punctuation, spelling, and word usage; material was not proofread carefully. Errors of fact (incorrect spelling of a title, reference name, wrong source, date, or page number, etc.) show inattention to detail and accuracy.

D range

Weak, unfocused work. Organization is below average, with numerous grammar, punctuation, and spelling errors. Documentation and details are scanty or superfluous, with errors of fact. Paper may reflect a lack of understanding of the assignment or a lack of research effort.


The grading policy is subject to some change during the semester, but it will be based upon these guidelines:

 30%  Tests 1 & 2 (15% each)

 10%  Participation and Other Exercises

 45%  Written Assignments and Projects

 15%  Presentations


100-93%   = A

92-90%     = A-

89-88%     = B+

87-83%     = B

82-80%     = B-

79-78%     = C+

77-73%    = C

72-70%    = C-

69-68%    = D+

67-63%    = D

62-60%    = D-

59% >      = F


COMM 212 International Advertising and Communication – Summer 2015*



Topics/Readings Due/Tests

Activities/Assignments Due





Tues. May 19

Course Introduction and Overview

- Gannon & Pillai Chapters 1 and 2 (Posted)

Trends and Growth of International Advertising

- Mueller Chapter 1

Ignatian Pedagogy Paradigm

Introduce Assign. #1: Context Paper


Thurs. May 21

The International Marketing Mix

- Mueller Chapter 2


Review Creative Brief and Ad Strategy Outline

Due Assign. #1: Context Paper

Field trip – store checks of local grocers/retailers

Introduce Assign. #2: Store Check Report



Tues. May 26

Marketing, Advertising, and Cultural Environment

- Mueller Chapters 3 and 4

Due Assign. #2: Store Check Report

Introduce Assign. #3: Cultural Ethnography

Thurs. May 28

Control and International Creative Planning

- Mueller Chapters 5 and 6

Creativity Exercises



Tues. June 2

Media and Research

- Mueller Chapters 7 and 8

Due Assign. #3: Cultural Ethnography

Introduce Assign. #4: Media Report

Thurs. June 4

Test #1 (Gannon & Pillai 1-2, Mueller 1-8)

Introduce Assign. #5: Final Project/ Presentation




Tues. June 9

Regulatory, Social, and Ethical Responsibilities

- Mueller Chapters 9 and 10

Due Assign. #4: Media Report


Thurs. June 11

Understanding Cultural Paradoxes

- de Mooij Chapters 1 and 3

Culture Expanded

Introduce Assign. #6: Reflection Paper




Tues. June 16

Global Branding

- de Mooij Chapter 2

Test #2 (Mueller 9-10, de Mooij 1-3)

Global Audiences

Thurs. June 18

Projects, Presentations, and Reflections

Due Assign. #5: Final Project/Presentation

Due Assign. #6: Reflection Paper

*Note: Schedule is subject to change as field trips, to agencies and to other cultural visits will be incorporated into the schedule as soon as the locations and dates are confirmed.