Global Advertising and Marketing Communications

This course provides a framework for understanding how global advertising and marketing communications (public relations, promotions, events, sponsorship, etc.) campaigns are developed and how they succeed and fail in today's highly competitive and rapidly changing world. It will cover areas such as account planning, market research, consumer insight, branding, positioning, segmentation, creative development and media. Secondarily, it addresses the global environment ranging from developed to developing markets and what makes them unique as well as similar in terms of cultural, social, consumer and other factors. Pre- or corequisite: MKT 9703.