30 hours
Credit value: 8 ECTS
Summary:
The course focuses on globalization, internationalization, contemporary business environment and marketing trends, purchases and consumption in an intercultural marketing perspective, as well as the consumer as an individual, as a decision-maker and as an element of the environment. Finally, intercultural marketing research and intercultural marketing campaigns are included in the curriculum.
Learning Outcomes and Objectives
After taking this course, you will gain:
- Knowledge of the main theories and models and the basics of strategic marketing behaviour of companies in international markets and culturally distant markets.
- The ability to correctly recognize which marketing tools and activities can be adopted in various situations. Moreover, students should be able to understand the key aspects of a cross-cultural marketing decision and its implementation.
- The ability to formulate and argue hypotheses for solving cross-cultural marketing problems and planning marketing campaigns, also developing a critical approach to the evaluation of alternative hypotheses.
- Communication skills: students should be able to use the correct language in describing aspects of cross-cultural marketing.
- Learning skills: students should know how to critically consult the reference texts and the bibliography contained, and also how to carry out intercultural marketing research in order to solve intercultural marketing problems and plan marketing campaigns.
Teaching and Learning Methods
Frontal teaching, working in smaller groups or pair work, independent student´s work, e-learning, debates, case studies, presentations.
Assessment
Coursework, longer written project.
Click here to access the full course syllabus
The course is taught by: