[Agriculture] Cross-Cultural Marketing


General information

Course name Cross-Cultural Marketing
Course type Lecture (30h/90h); Seminar (30h/90h); Total (60h/180h)
Course code AEF-agr537
Course coordinator Prof. Dr. Orth, Email: uorth@ae.uni-kiel.de
Faculty Faculty of Agricultural and Nutritional Sciences
Examination office pruefungsamt@agrar.uni-kiel.de
Short summary This module covers basic and a few advanced concepts of marketing across cultures. It focuses on identifying and applying appropriate methods and concepts to support entrepreneurial decisions. Unlike international marketing, cross-cultural marketing specifically includes identifying and targeting customers within a country based on their cultural background. Learning goals and objectives are accomplished through a combination of interactive lectures and group work.

Information about study level

Study level Bachelor
Also possible for  

Information about credit points, evaluation and frequency

Evaluation 50 % Written examination Orth, 50 % Assignment Orth
Frequency Winter Semester

Information about teaching language

Teaching language English (brief clarifications in German possible if requested)
Minimum language requirement B1
Further information on the teaching language  

Information about requirements

Recommended requirements Principles of Marketing

Information about course content, reading list and additional information

Course Content Lecture: Basic cross-cultural marketing decisions, cultural context: values and elements of culture, consumer behavior and psychology in divergent cultures, globalization of demand, cross-cultural marketing strategy, marketing mix in a cross-cultural context, communication and negotiation between cultures, ethno marketing Seminar: Supervised group work on a topic of practical relevance.
Reading list Assigned readings (selected journal articles), textbook: Usunier & Lee (2009) Marketing Across Cultures, 4th ed. Prentice Hall
Additional information