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.

 

Prerequisite

None

 

Required Texts

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

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

 

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

            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 Integrity – Any 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 Needs – Please 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.

Grade	Description
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%

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*

Week	Date	Topics/Readings Due/Tests	Activities/Assignments Due
1	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
2	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
3	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
4	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
5	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.