Global Marketing Communication & Advertising: Sample Courses

GM 603: Cultural Foundations of Buyer and Organizational Behavior

4 Credits
The foremost theme in this course is the discussion of what culture is, how members of different cultures differ, and on what criteria they can and cannot be compared. Cultural value systems will be highlighted as they provide insight into the impact of cultural differences on individual and group processes such as decision-making, verbal and non-verbal communication styles, and organizational structure. Models of decision-making and information processing, as well as the influence of cultural heritage on organizational dynamics such as planning processes and organizational structure, are topics covered in this course. (Fall)

GM 611: New Technologies in Global Markets

4 Credits
Designed to introduce students to the new technologies that are changing global marketing communication, this course explores new communication technologies including the Internet, the World Wide Web and satellite communication. In addition, the far-reaching social and cultural consequences of new technologies, and how they will transform notions about national borders, patterns of trade, and their impact on global marketing, will be discussed. (Spring)

GM 612: Global Public Relations

4 Credits
The course offers focused consideration of the role of public relations in a global setting, the application of market research to public relations, the benefits and limitations of analytical frameworks applied to strategy development, and the models of the roles and ethical responsibilities of corporations engaged in public relations. It includes attention to the evolution and present practice of public relations in major markets throughout the world. (Spring)

GM 614: Global Advertising

4 Credits
This course concentrates on the organizational and external environments within which global advertising decisions are made. The impact of business trends, the regulatory environment, media structure and procedures, as well as agencies and advertisers in global communication planning, are discussed in detail. The dilemmas faced by global marketers and their agencies in constructing global plans are highlighted in decisions such as when and how to standardize communication strategy, how to choose an agency for global brands, how to allocate decision responsibilities across a global network, how to localize creative executions, how to collect information on foreign buyers and media audiences and how to select and buy media in multiple markets. Many of these topics will flow out of case discussions and student readings and assignments. (Spring)

GM 668: Global Marketing Communication

4 Credits (Capstone)
This intensive class integrates the material from other courses in the GMCA program and provides the student an opportunity to experience the planning environment for global marketing communication decisions. Students will design and present a global marketing communication plan for an organization serving as the class client for the semester. This project requires students to demonstrate their knowledge of marketing communication planning in the global environment, as well as to work within a team environment to execute the assignment. (May Intersession).

GM 690: Internship for Global Marketing Communication and Advertising

4 Credits
This 200-hour internship is meant to acquaint Global Marketing Communication and Advertising students with the realities of the international marketing communication and advertising community and economy. Students must have the approval of the Global Marketing Communication and Advertising Graduate Program Director to register. (Summer)

Complete Course List...