The course will help students understand the challenges of designing and implementing advertising across different cultures and societies. Students will learn about the issues of centralization versus decentralization and standardisation versus localisation. They will also learn practical issues such as regulation considerations and social responsibility of international advertising agencies.

Advertising has been a major force shaping the worldwide drive toward globalisation. This course 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 programs across varied cultural contexts. Multiple cases across cultures will be covered and, for instance, the course will discuss the organisation and operation of advertising agencies in China, as well as the regulatory system of the advertising industry in Mainland China.