Educational guide 2020_21 Facultade de CC. Sociais e da Comunicación

Contents

Topic	Sub-topic
Advertising in international marketing	History and definitions The international marketing in the context of the company The internationalisation of the company
The international advertiser	International advertisers: current situation Main world-wide advertising markets and its features Agency networks
International advertising constraints	Starting international and global campaigns Standardisation vs. adaptation international advertising constraints
Country branding	The value of country brands Country brand studies Case study: Spain