Бакалавриат
2025/2026
Международный рынок рекламы
Статус:
Курс обязательный (Стратегия и продюсирование в коммуникациях)
Кто читает:
Школа коммуникаций
Где читается:
Факультет креативных индустрий
Когда читается:
4-й курс, 3 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Язык:
английский
Кредиты:
3
Контактные часы:
32
Course Syllabus
Abstract
The "International Advertising Market:
course offers an immersive dive into the world of global communications. Students will explore the structure, key players, and dynamics of advertising markets spanning from the USA and Europe to the Middle East, Asia, and the CIS. Special emphasis is placed on analyzing macro-trends (digitalization, influencer marketing, data ethics) and critical success factors: cultural codes, legal frameworks (GDPR, local regulations), and the economic specifics of each region. The practical aim of the course is to master the adaptation of advertising strategies and creative concepts for diverse audiences, transforming global ideas into locally relevant solutions. The culmination of the learning journey will be the development and defense of a comprehensive international advertising strategy for launching a brand in two contrasting markets.
Learning Objectives
- To develop students' holistic understanding of the structure, functioning, key trends, and specifics of advertising markets worldwide, and to foster skills in adapting advertising strategies and creative solutions for an international context.
Expected Learning Outcomes
- Analysis of the structure, key players, macro trends at the different regional advertising markets, discovering its economic, technological and regulatory specifics.
- Diagnostics of the influence of the cultural, religious, social and historical factors on the consumer behaviour and communications tabu and the specific region in order to minimize reputational risks.
- Development of an adaptation to the specific market of the elements of advertising strategy (message, creative concept, сommunication platform) within and inline with the global strategy.
- Justification of the creative solutions and touch points to launch the brand at the new market, providing the proves of efficiency within the local context.
Course Contents
- Part 1
- Topic 1. Introduction to the International Advertising Market: Structure and Global Trends
- Topic 2. The US Advertising Market: Leadership and Innovation
- Topic 3. The European Advertising Market: Diversity and Harmonization
- Topic 4. Middle Eastern Markets: UAE as a Hub and Cultural Sensitivity
- Part 2
- Topic 5. The Turkish Market: A Bridge Between East and West in Advertising
- Topic 6. Southeast Asian (SEA) Markets: Mobility and Cultural Diversity
- Topic 7. The Chinese Advertising Market: The "Great Firewall" and Ecosystems
- Topic 8. The Central Asian Advertising Market
Assessment Elements
- Tasks of the Part 1 and Part 2Total 8 tasks (4 tasks on the topics of Part 1 and 4 tasks on the topics of Part 2) Each task = 12.5%. 8 x 12.5 = 100%.
- Seminar Activity (Part 1)Each seminar is designed to be hands on and active. The tasks will activate the students and place emphasis on working in teams, under pressure of a short time frame, to produce results in a limited period and to then present to their colleagues. Each seminar will provide 25% of the students score. 4x25% = 100%.
- Seminar Activity (Part 2)
Interim Assessment
- 2025/2026 3rd module0.15 * Seminar Activity (Part 1) + 0.15 * Seminar Activity (Part 2) + 0.7 * Tasks of the Part 1 and Part 2
Bibliography
Recommended Core Bibliography
- 35922 - Центральная Азия: От века империй до наших дней - А.Халид; К. Петров - Альпина нон-фикшн - 9785002233984 - 2024 - https://hse.alpinadigital.ru/audio/35922 - Alpina
Recommended Additional Bibliography
- Шелковый путь : дорога тканей, рабов, идей и религий, Франкопан, П., 2021