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This course examines the cultural and social dynamics of advertising industry in a global context. By studying various cultural differentiators when developing competitive branding and advertising strategies, this course adopts a local setting to evaluate cultural and social impacts on the development of international advertising strategy. With in-depth case analysis of successful global and emerging brands, students will be able to identify the unique set of opportunities and challenges faced by advertising industry under a global arena. The course also enables students to differentiate between various advertising creative strategies, appeals and execution approaches that are culturally bounded.