GLOBAL ADVERTISING AND PUBLIC RELATIONS
COMM 663 M03
INSTRUCTOR’S INFORMATION:
Name:
James W. Wyckoff, APR
Office location:
16 W. 61st Street, 10th Fl (Adjunct Office)
Telephone:
Cell: 631 478 9079
E-mail:
jwyckoff@nyit.edu,
prexpert2009@gmail.com
Office hours: By app’t (CAN MEET BEFORE OR AFTER CLASS)
Global Advertising and Public Relations
Term: Fall 2014 Date of syllabus: September 1, 2014
Course number and section: COMM 663 MO3
Credits: 3.0
Meeting times: Tuesdays, 6:00-9:00 pm
Meets in room 1026 (16 W. 61st St. Bldg.)
Prerequisites and co-requisites:
ADVG 101 Advertising, PREL 101 Public Relations
Coca-Cola Chair on Jeju Island, Korea
COURSE DESCRIPTION:
Global marketers debate the merits of adopting one unified advertising approach (globalization, or
standardization) or ones customized for each country (localization, or customization). After years of
debate and practice, neither dominant approach has been universally adopted. The course will involve
discussion, readings and research to understand each approach, and to examine case studies of each.
Regarding public relations, to the extent that the discipline relies on cooperation and collaboration with
the press to deliver a message for a product, services or organization, the course will provide resources
and projects with which to examine state and private actions dealing with media, censorship, and freedom
of the press.
Theoretical framework for course: The instruction, assignments and course materials adhere to Grunig’s
theory and writings describing public relations as a strategic management function, and the Excellence
theory (both for Public Relations), and Hofstede’s theory of cultural differentiation (for Advertising).
REQUIRED TEXTS (2):
Global Marketing and Advertising, de Mooij, Marieke ISBN: 9781412970419 Sage Publishing
SUPPLEMENTAL / RECOMMENDED TEXTS:
Adland, Tungate, Mark ISBN: 0749448370 Kogan Page Publishers.
The instructor will be reading and discussing chaptersfrom this textbook.
Companion/reference texts (used in PREL 101 & ADVG 150 courses):
Seitel, F. (2011). The practice of public relations (11th Ed.) Englewood Cliffs, NJ: Prentice Hall.
Parente, D. (2006). Advertising campaign strategy: A guide to marketing communication plans. Mason,
OH: South-Western/Cengage.
RELATED READINGS:
Geert Hofstede (WEBSITE) www.geert-hofstede.com/
Nastasia, Sorin (2011, December 4). A Cross-Country Comparison of Public Relations Practices
Employing Critical Theories and Mixed Methods. Romanian Journal of Communication and Public
Relations
http://ehis.ebscohost.com/eds/pdfviewer/pdfviewer?sid=bea6beac-9ee2-4534-88312ddafc2d942a%40sessionmgr13&vid=3&hid=2
Prindle, Ron (2010). A Public Relations Role in Brand Messaging. International Journal of Business &
Social Science. https://ehis.ebscohost.com/eds/pdfviewer/pdfviewer?vid=2&hid=121&sid=bea6beac9ee2-4534-8831-2ddafc2d942a%40sessionmgr13
Walton and Wakefield ( 2010, October 1) The Public Relations Strategist (PRSA)
https://ehis.ebscohost.com/eds/pdfviewer/pdfviewer?vid=2&hid=2&sid=bea6beac-9ee2-4534-88312ddafc2d942a%40sessionmgr13
Sivulka, J. (2012). Soap, sex and cigarettes: A cultural history of American advertising (2nd Ed). Boston,
MA: Wadsworth. BOOK.
Recommended daily reading: The New York Times (hard copy, or www.nytimes.com)
Links to videos, reports, news items:
Inside the case method: http://www.youtube.com/watch?v=JJ7aVrtTbg0&feature=related
Eastern European airlines http://www.youtube.com/watch?v=mLCY3zKEyiA&feature=related
CNBC report http://www.youtube.com/watch?v=3vjnW9tCemU&feature=relmfu
Top 100 brands (BrandZ) 2011 to music (replace sound track)
http://www.youtube.com/watch?v=Cymn3VEip2E
Dasani water from Coca-Cola http://www.youtube.com/watch?v=ZKS_R9pZScE&feature=related
McDonalds Global and local strategy http://www.youtube.com/watch?v=v6coDUDCJ10&feature=related
Trust around the world (Edelman Trust Barometer) http://www.youtube.com/watch?v=OSmVU7rIu_k
Jack Trout - Positioning around the world http://www.youtube.com/watch?v=EAiWIV7IWxE
COURSE GOALS:
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Help students recognize the extent and diversity of global advertising and public relations;
Teach students how to develop global branding strategies for products and services;
Develop an understanding of the challenges of conducting PR around the world;
Share strategies for building building global brands.
NYIT Global Competence: Students can identify interdependencies among cultures
and are able to collaborate effectively, participating in social and business settings
globally.
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Upon graduation, students will be able to:
Recognize the impact of the global interconnectedness of issues, processes, trends, and systems on their
academic specializations and worldviews.
Practice well-researched oral, written, visual, and digital communication in its diverse cross-cultural forms.
Describe a complex global issue from multiple cultural perspectives and explain how those perspectives
affect the treatment of the issue.
Employ effective and appropriate interaction and teamwork with people of different nationalities and
cultures, demonstrating respect for social, cultural, and linguistic diversity.
LEARNING OUTCOMES AND INSTRUMENTS OF ASSESSMENT:
Upon graduation, graduate students will be able to:
Choose appropriate research techniques, analyze and interpret data and recommend an appropriate
course of action for a variety of audiences.
Demonstrate professional level production skills, incorporating emerging technologies as appropriate.
Collaborate effectively, assuming a variety of job responsibilities, in a professional environment.
Upon successful completion of this course, students will be able to:
1. Review the advertising and public relations (press, media) climate in specific countries;
2. Develop advertising and public relations plans for global brands;
3. Recognize effective and ethical advertising for unique cultural contexts;
4. Understand what makes advertising and public relations unique in different regions and countries;
5. Formulate and utilize research studies of cultures and countries;
6. Understand the basics of global consumer behavior.
Methods of assessment will include (numbers correspond to learning outcomes):
1. Projects (individual and group/tandem) [1,2,5]
2. Exams [2,3,4,5,6]
3. Participation and attendance [1,2,3,4,6]
Grading formula
Midterm project
(2-person teams)
30.00%
Research a country, its “customers,” and its state policies, media
environment, large advertisers, and distribution systems, etc.
Presented to class
Due: 3/12 Written report and Presentation to class
Presentation/Report
15.00%
(See Above) Due 3/12 on Blackboard and presented in class
Research paper
analysis
15.00%
Analysis of findings and recommendations for further research of a
paper assigned concerning the course topic and applied to the
country the student studies. Due 3/12
Final project
30.00%
PowerPoint of an integrated advertising plan outline for a
multinational organization. Due: 4/30
Final Exercise/Key
Concepts Exam
30.00%
Finals Week 5/14 (Time to be confirmed per finals scheduling)
Please note, the exam will be more complex than that for ADVG 330
(undergraduate)
Case Study
15.00%
Supplied and explained at final
Key Concepts
15.00%
Exam format
Participation
10.00%
TOTAL
100.00%
Contribution to discussion materials, adequate attendance (10%);
absences, consistent lateness, and no participation will merit points
deducted.
Extra credit opportunities: Top mid-term project team (2 points per player added to grade calculation );
one or fewer absences, 1 point added to grade calculation.
DESCRIPTION OF ASSIGNMENTS
MIDTERM PROJECT
The first part of the midterm project requires research into a country or region assigned to each team of
2 students. Elements of the research and subsequent hard copy report and presentation will include:
leading types of media and their reach; leading media companies, communication agencies and
consultants; state policies regarding journalism and censorship; media ethics; social media and Internet
penetration and participation. The second part requires the student to understand an assigned research
paper, and then apply its findings and recommendations to the country media environment which has
been studied and comprises part one. 30 %.
Learning Outcome: The media environment is changing dramatically worldwide. This change affects
advertising, public relations and access to information by citizens and corporations. The typical and vital
role of the Advertising and Public Relations professional and organizational function is that of a “boundary
scanner,” and that involves constant assessment and reassessment of local, regional and global media
trends and practices. The first part of the Midterm Project engages the student in just this type of
scanning. The second part enables the student to apply a theoretical “lens” before the snapshot they
have provide in part one, whether it be Grunig’s four-part model of public relations, the Excellence theory,
or standardization-customization of advertising.
FINAL PROJECT
For the Final Project, each student will review and demonstrate, in PowerPoint form, an integrated
advertising plan for a multinational organization operating in a specific country, region, or globally. This
will encompass strategy (advertising and creative); competitive assessment (including specific cultural
difference assessment using Hofstede), and executional sample such as slogans, logos, TV commercials,
social media campaigns, radio scripts, billboards, etc. 30%
Learning Outcome: The predominant experience working in advertising is that of strategizing and
producing creative product for communication that increases awareness and sales. This project
simulates such work for the student.
FINAL EXERCISE
The final exercise will consist of two parts: one (Case Study) prepared prior to the final class meeting
(5/14), and the other (Key Concepts) involving an assessment of the students’ mastery of key concepts
taught in class, and possibly a real-time crisis simulation. 30%
Learning Outcome: Global Advertising and Public Relations work requires elements of both strategic
communications of a deliberate and planned nature, and real-time output based on professional
knowledge and real-life scenarios. The first part of the Final Exercise will require that each student react
to a case study by developing a plan of action for a certain assemblage of persons, organizations and
events presented as a point in time. This is a normal occurrence in the case of pitching a new client,
developing a plan for a global sales convention, or planning for key messages or reputation management.
The second part of the Final Exercise will require that the student learn to “think on one’s feet” in the
midst of a turbulent time, whether it is the reassessment of a failed messaging plan, or in a situation
brought about by inappropriate or incompetent management action (or inaction).
The final exercise will involve a bring-to-exam case study portion (15%), and a real-time assessment
(15%). 30% (12/17)
POLICY FOR MAKE-UP EXAMS AND MISSED OR LATE ASSIGNMENTS
Policy for make-up exams and missed or late assignments. Generally, there will be a grade level
sacrificed for each day late on assignments. See instructor if necessary. If not advised by the actual date,
instructor will grade accordingly.
ATTENDANCE POLICY
See Course schedule section. Also, NYIT Undergraduate Catalog. Note: maximum of 3 absences.
Attendance at every class is expected by the instructor, and if you have a reason for missing class,
please email to instructor ahead of time, or as soon as possible. Please do not be late. The instructor
WILL start on time, and take attendance. Consistent lateness will result in deduction of points in one’s
grade. Perfect attendance is encouraged, and will be reflected in one’s grade (see extra-credit
opportunities).
WITHDRAWAL POLICY
A student may withdraw from a course without penalty through the end of the 8th week of class during a
14- or 15-week semester and through the 8th meeting during an 8week course cycle. After this, the
student must be doing passing work in order to receive a W grade. Students who are not passing after
the 8th week or equivalent will be assigned the grade of WF.
It is the student’s responsibility to inform the instructor of his/her intention to withdraw from a
course. If a student has stopped attending class without completing all assignments and/or examinations,
failing grades for the missing work may be factored into the final grade calculation and the instructor for
the course may assign the grade of WF. The grade of F is used for students who have completed the
course but whose quality of work is below the standard for passing.
Withdrawal forms are available in departmental offices and once completed must be filed with the
registrar. Students should be reminded that a W notation could negatively impact their eligibility for
financial aid and/or V.A. benefits, as it may change the student’s enrollment status (full-time, part-time,
less than part-time). International students may also jeopardize their visa status if they fail to maintain fulltime status.
ACADEMIC INTEGRITY AND PLAGIARISM POLICIES
All social media activity, especially blogs, will be closely monitored for any unoriginal text and images.
Content theft in any form will not be tolerated in this class and will be immediately escalated to the chair
of the department and the dean of students.
From the student handbook:
Each student enrolled in a course at NYIT agrees that, by taking such course, he or she consents to the
submission of all required papers for textual similarity review to any commercial service engaged by NYIT
to detect plagiarism. Each student also agrees that all papers submitted to any such service may be
included as source documents in the service’s database, solely for the purpose of detecting plagiarism of
such papers.
Plagiarism is the appropriation of all or part of someone else’s works (such as but not limited to
writing, coding, programs, images, etc.) and offering it as one’s own. Cheating is using false pretenses,
tricks, devices, artifices or deception to obtain credit on an examination or in a college course. If a faculty
member determines that a student has committed academic dishonesty by plagiarism, cheating or in any
other manner, the faculty has the academic right to 1) fail the student for the paper, assignment, project
and/or exam, and/or 2) fail the student for the course and/or 3) bring the student up on disciplinary
charges, pursuant to Article VI, Academic Conduct Proceedings, of the Student Code of Conduct.
LIBRARY RESOURCES
All students can access the NYIT virtual library from both on and off campus at www.nyit.edu/library. The
same login you use to access NYIT e-mail and NYITConnect will also give you access to the library’s
resources from off campus.
On the left side of the library’s home page, you will find the “Library Catalog” and the “Find Journals”
sections. In the middle of the home page you will find “Research Guides;” select “Video Tutorials” to find
information on using the library’s resources and doing research.
Should you have any questions, please look under “Library Services” to submit a web-based “Ask-ALibrarian” form.
SUPPORT FOR STUDENTS WITH DISABILITIES
NYIT adheres to the requirements of the Americans with Disabilities Act of 1990 and the rehabilitation Act
of 1973, Section 504. The Office of Disability Services actively supports students in the pursuit of their
academic and career goals. Identification of oneself as an individual with disability is voluntary and
confidential. Students wishing to receive accommodations, referrals and other services are encouraged to
contact the Office of Disability Services as early in the semester as possible although requests can be
made throughout the academic year.
Week #
Wk 1
9/9
Wk 2
9/16
Wk 3
9/23
Wk 4
9/30
Wk 5
10/7
Wk 6
10/14
Wk 7
10/21
Wk 8
10/28
Wk 9
11/4
Wk 10
4/2
Wk 11
4/9
Wk 12
4/16
Wk 13
4/23
Wk 15
4/30
5/7
5/14
COURSE OUTLINE, SESSION TOPICS, AND READINGS
Tentative Topics
Overview and Discussion of class
Determination of Projects
Early history of advertising
Paradoxes of Global Marketing Communications: Global-Local
(Standardization versus Customization)
GUEST LECTURER
“Bernbach’s book;” Global Branding
Reading and
Assignments
DeMooij: Ch.1
DeMooij: Ch. 2
DeMooij: Ch. 3
Values and culture
DeMooij: Ch. 4
Dimensions of culture
DeMooij: Ch. 5
Culture and consumer behavior
DeMooij: Ch. 6
Midway Consultation/Evaluation
At this time, midway through the semester, the student and the instructor will
discuss progress and whether there are any mid-course corrections desired, and
any enrichment/remedial work necessary
Researching and applying cultural values
Midterm Project (Presentations) Due: 3/12
Work on Presentation
DeMooij: Ch. 7
Culture and communication
DeMooij: Ch. 8
Culture and advertising appeals
DeMooij: Ch. 9
Culture and executional styles
DeMooij: Ch. 10
“Student choice” Students will plan and deliver a class consistent with the aims
and status of the course.
From value paradox to strategy
Review, New Material
Final (solo) project due
DeMooij: Ch.11
Make up Week
Final in-class exercise (Case study submitted at start of class)
DeMooij: Ch. 12
Case Study Work