Liberal Arts and Management Program | Global Marketing and Advertising
L216 | 12046 | Christine VonDerHaar

This course focuses on global marketing and advertising with the
goal of showing students the importance of recognizing and
appreciating cultural differences.  Tackling this subject is an
ambitious undertaking.  For one thing, it requires an understanding
of globalization—a rigorous course in its own right.  It also
requires students to mine the nuggets of their liberal arts
education.  They must consider and show how their courses in
literature, history, fine arts, linguistics, anthropology,
sociology, psychology, classics, foreign languages, and so on can be
used to explain how global marketing and advertising work.  Students
will quickly discover that this topic raises more questions than it
answers.  That, however, is what makes it an ideal topic.  This
course meets the College Intensive Writing requirement.

To make this course manageable, we will adopt a social psychological
perspective in seeking to understand how advertising works.  In
general, this means that we will consider how advertising influences
people’s thoughts, feelings, and behavior.  More specifically, we
will narrow our theoretical approach by laying the foundation of
this course upon the work of Geert Hofstede, a social psychologist
who identified five dimensions of national culture: power distance,
individualism/collectivism, masculinity/femininity, uncertainty
avoidance, and long-term orientation.  Built upon this foundation,
students will then explore the challenges of global marketing and
advertising.  Class meetings will take the form of problem-based
discussions, where students can raise questions, discuss ideas, and
offer solutions for particular problems.  These classes will prepare
students for the final project, a presentation of a multinational
advertising campaign.  As this suggests, developing strong critical
thinking skills is the primary goal of this intensive writing course.