Alle Fächer - B M - Cross-cultural Marketing


General information

Course name Cross-cultural Marketing
Course type Seminar
Course code 050916
Course coordinator Carol Sheehan
Faculty Centre for Key Skills
Examination office Gemeinsames Prüfungsamt in der Philosophischen Fakultät
Short summary This course is aimed at a wider range of students from different faculties and cultures who would like to combine cross-culture communication with a business/marketing perspective. Working on your negotiation and presentation skills will also be a part of the course as well as partaking in a wide range of Interactive activities that contribute to a deeper understanding of this subject. 

Information about study level

Study level Bachelor
Also possible for Masters

Information about credit points, evaluation and frequency

Evaluation 2 Presentations, various tasks
Frequency Winter and summer semester

Information about teaching language

Teaching language English
Minimum language requirement B1
Further information on the teaching language  

Information about requirements

Recommended requirements Suitable for all subjects areas – it is both an interdisciplinary course. No previous knowledge required

Information about course content, reading list and additional information

Course Content We will look at key concepts of intercultural communication as well as cultural factors that influence marketing strategies in a global environment. Moreover, we will analyze consumer behavior and mindsets, advertising strategies, the use of symbols, product and pricing policies under the aspect of cultural diversity. Additionally, we will also sensitize you to your own cultural values and beliefs. Two key approaches, namely the cross-cultural and the intercultural are incorporated into the course. The first approach compares national marketing systems and local commercial customs in a variety of cultures, whereas the second approach entails examining interactions between buyers and sellers with different cultural backgrounds. Moreover, in both parts of the module, we will profile specific European, non-European and/or BRIC cultures in the context of their cultural uniqueness and marketing styles. By drawing on case studies which show how culture affects business decisions in the real world, we will develop a framework of criteria to identify culturally- sensitive issues and adapt your approach to your respective cultural setting.
Reading list Will be made available
Additional information This course is especially suitable for students who would like to improve and practice their English communication and business skills. The course is therefore interesting for students from different faculties who are interested in cross-culture communication in combination with different aspects of marketing.