Intercultural Marketing

About

The course teaches the building blocks of intercultural marketing. It approaches culture as a dynamic, multi-dimensional concept, addressing the dimensions of culture affecting consumer behavior, purchasing patterns and cross-cultural interactions. It focuses on issues surrounding global communications and positioning, customer segmentation across cultures, customer need identification, and the dynamics of purchasing decision-making across cultures. The course utilizes the frameworks from international marketing strategy,
cross-cultural management and cross-cultural psychology.

Course leader

BEVERIDGE Ivana, University of Houston, United States ALDRETE Milton, Polar Partners Finland, Education and Consulting, Finland

Target group

Bachelor students

Course aim

Learning outcomes:
• Increase understanding of cultural influence to improve marketing and intercultural competencies in international markets
• Develop knowledge needed to maximize opportunities and reduce risks in multicultural markets
• Learn frameworks to interpret decision-making, behavior, attitudes and communication styles across cultures
• Acquire frameworks needed to internationalize brands
• Increase ability to deal with ambiguity in international markets resulting from globalization
• Acquire tools and frameworks for interpreting behavior, attitudes and communication styles of people from different cultures
• Become more informed and aware global citizens

Fee info