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Home / Syllabus / B.A. in Multimedia and Mass Communication / TY BAMMC Advertising / Semester 5 / Globalization and International Advertising

B.A. in Multimedia and Mass Communication Globalization and International Advertising Syllabus - Mumbai University 2026

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

Globalization and International Advertising Syllabus.pdf
Major elective · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

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Syllabus for Globalization and International Advertising

Major elective · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: INTRODUCTION

  • 1 Globalization
  • Concept, meaning, a brief history on Globalization, advantages and dis- advantages of globalization.
  • 2 Global and International
  • A brief study on global and international
  • Market
  • market, overview of global and international
  • marketing
  • and
  • the
  • differences between them.
  • 3 Global Media
  • Evolution
  • of
  • Global
  • Media,
  • Globalization and Media, Evolution of Free trades Across continents.
  • 4 International Advertising
  • Meaning,
  • objectives,
  • evolution
  • of
  • International Advertising.
  • 5 Globalization and
  • Impact of Globalization on Indian
  • Advertising
  • Advertising, Impact of Globalization on International Advertising.

Module II: GLOBAL COMMUNICATION

  • 1 Introduction to Globalization and International Communication
  • Concept and meaning, a brief note on world as a global village, cosmopolitan and importance of identifying local habitat to define identity, theory and problems of Global Communication. Non-Western and Western Media Contents, Compare and contrast between Western and Non-Western Media Content,
  • 2 Flows of Global Content:
  • 3 Popularity Brands due to Content
  • of
  • Global Popularity of popular brands due to flow
  • of Global content.
  • 4 Culture Communication:
  • and
  • Global Cultural heterogeneity, Cultural Barriers.
  • 5 Culture Groups
  • and
  • Social Cultural practices of different social
  • groups globally

Module III: GLOBALIZATION & ITS IMPACT ON GLOBAL BRANDS

  • 1 Immergence of Global
  • Immergence of Global Brands, Global
  • Brands, trends
  • Trends,
  • 2 Local Going Global
  • Globalizing Brands - Local going Global, Advantage and Disadvantage of Global Branding and Advertising,
  • 3 Brand Awareness
  • Brand Awareness Strategy
  • 4 Global Brand Positioning
  • Global Brand Positioning & Perception
  • and Perception
  • 5 Regulations
  • Global Advertising Regulations

Module IV: CONCEPTUAL UNDERSTANDING OF INTERNATIONAL ADVERTISING

  • 1 Rise
  • Rise of
  • International
  • Advertising,
  • International
  • Advertising
  • as
  • an
  • Industry.
  • 2 Social Force
  • International Advertising as a Social Force, International
  • 3 Communication Process
  • Advertising
  • as
  • a
  • Communication Process and International Advertising & Promotion, International Advertising and Propaganda Rationale for International Advertising, Standardization visa a vise Localization Adaptation (as a general tendency of the Cross National Advertising Literature), Evolution of the impact of International brands on Local Societies.
  • 4 Promotion Propaganda
  • 5 Rationale,Standardisation and Localization

Module V: Insights of International Advertising

  • 1 International Strategy -
  • Advertising A Review, Reassessment &
  • Recommendation Adaptation v/s Standardization International
  • 2 International Advertising
  • Advertising &
  • Global
  • Consumer. Economic Environment,
  • 3 The International Environment
  • Demographic
  • Environment,
  • Cultural
  • Environment,
  • Political / Legal Environment.
  • 4 Steps Successful Advertising Campaign
  • for
  • creating Conduct Market Research, Tailor your International website to your target market, Export
  • your experiences, Successes& Failures, and Customize your campaigns, Structuring your account: the most common methods.
  • 5 Barriers to Advertising
  • and
  • Challenges Culture, Language, Education, International Government regulation, Media
  • limitation Internal Challenges: Corporate Mission, Managerial Attitude, Finance, Scale of operations, Product Based Challenges: Projection Based Challenges, Execution Based Challenges, Legal Consideration, Cultural Diversity, Media Limitation

References

  • Chowdhury, P. (2010) “Bollywood Babes: Body and Female Desire in the Bombay Films” in Mehta B., and Pandharipande R., Bollywood and Globalization. Anthem Press, pp.51-73.
  • Ganti, T. (2002) “And Yet My Heart is still Indian”, in Ginsburg F. et. al Media Worlds, Berkeley: UC Press, pp.281-300.
  • Hafez, K. (2007), ‘Entertainment Culture as the Core of Media Globalization’, in Hafez, K., The Myth of Media Globalization, Polity, pp.82-99.
  • Philip R Cateora and John L Graham, International Marketing_Irwin McGraw Hill 1999. William F Arens and Courtland L Bovee, Contemporary Advertising-Irwin 1994. Philip Kotler and Eduardo L Roberto, Social marketing strategies for changing public behaviour - The free Press-1989. Jib Fowles, Advertising and popular culture-Sage Publications 1996 Mary Cross, Advertising and Culture-Prentice Hall 2001

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

PDF BAMMC SEM I & II (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read
PDF BAMMC Sem II HISTORY OF MEDIA (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read
PDF BAMMC Semester V and VI Syllabus (CBCS R-2019-20) Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMM SEM 6 Contemporary Issue Only One Act Amended On Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMM Sem VI AGENCY MANAGEMENT Sp Ad Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMM Sem VI Broadcast Journalism Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMM Sem VI Issues Of Global Media Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMM III IV 2015 16 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF TYBMM Advertising Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF TYBMM Journalism Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF TYBMM Sem V And VI 2009 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF Advertising Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF Journalism Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
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