Objective:

To provide a sound understanding of and an integrated approach towards marketing communications mix. It will also assess the impact of globalization of markets on marketing communications. In this connection, an understanding of the cultural, legal and lifestyle dimensions of various Asia Pacific markets will be developed.

At the end of this course, candidates should be able to:

1.    Understand the impact of culture (values and lifestyles) on consumer attitude towards and the

       execution of various marketing communication tools;

2.    Plan and manage communications program at both national and regional levels;

3.    Manage regional/worldwide advertising campaigns;

4.    Have insight into the media landscape in the Asia Pacific region; and

5.    Have some knowledge of the rules and regulations governing the marketing communications

       industry in selected Asia Pacific countries.

Contents:

1. The Global marketing environment

• Opposing concepts of global marketing: local adaptation versus global standardization
• Global versus micro or "niche" marketing
• Global marketing strategies

2. Developments in Asia Pacific regions

• Cultural characteristics of Asia Pacific countries
• Economic profile of Asia Pacific consumers
• Attitude towards advertising in Asia Pacific countries
• Lifestyle and values differences across Asia Pacific countries

3. Advertising Planning

• Communication planning and strategy worldwide
• Standardization versus differentiation
• International corporate, business to business and consumer brand advertising

4. Advertising Strategy

• Objective setting
• Strategy formulation

5. Creative Development and Execution

• The creative process
• Creative aspects of standardisation and differentiation
• National and regional appeal

6. Media Planning

• The media planning process
• The media situation in different Asia Pacific countries
• The international media
• Media research and research results
• Media planning for regional advertising
• Media trends in Asia Pacific countries

7. Sales Promotional Mix

• Sales promotion
• Direct marketing
• Public relations
• Application of these tools in Asia Pacific countries

[ Back ]