The course will help students understand the challenges and difficulties in designing and implementing advertising across different countries and societies. Students will learn about the issues of centralization versus decentralization and standardization versus localization. They will also learn practical issues such as regulation considerations and social responsibility of international advertising agencies. As an institution, business and industry, advertising has been a major force shaping the worldwide drive toward globalization. This subject is designed to enhance students’ understanding of advertising in the fast-changing global environment and assist them in developing skills necessary to plan and implement international advertising programmes.