10.1.12.16 HB7505 International Advertising 2 CR 3 ECTS Credits

Objectives
The student will deepen his/her understanding of advertising in international b-to-b markets. He/she will be able to plan and execute an advertising campaign and to assess the success of a campaign.

Content
Advertising in B-to-B markets / Objectives, Channels, Costs / Supranational vs Cultural Sensitive Advertising / Competition and Profile-Build-Up / Selecting Advertising Agency (global vs local) / Assignment / Co-operation / Follow-Up

Semester
Term 2