(2026 LSS) Intercultural Marketing Strategy

About

In today’s rapidly evolving world shaped by advancing artificial intelligence and emerging technologies, the importance of deeply understanding human behavior is more pertinent than ever. Culture remains one of the most fundamental determinants of consumer attitudes, behaviors, and lifestyles. In an increasingly globalized marketplace, marketers must navigate the complexity of culturally ingrained behaviors as consumers now expect marketing campaigns that are culturally authentic and contextually relevant. This course provides an essential foundation in intercultural marketing, treating culture as a dynamic and multi-dimensional construct that influences consumer behavior, purchasing patterns, and cross-cultural interactions. It addresses how cultural dimensions impact global communications and brand positioning, customer segmentation across cultures, identification of consumer needs, and the cognitive and emotional dynamics involved in purchasing decisions.

Course leader

BEVERIDGE Ivana, Sorbonne University Abu Dhabi, United Arab Emirates; ALDRETE Milton, Haaga-Helia University of Applied Sciences, Finland

Target group

Bachelor students

Course aim

This course prepares students to design and implement marketing strategies that resonate authentically in multicultural environments, drawing on contemporary frameworks from international marketing strategy, cross-cultural management, and cross-cultural psychology, using both traditional Western and emerging non-Western frameworks. They will develop a practical understanding of how economic, political, and cultural factors intersect and shape global marketing strategies. Ultimately, the course equips students with the knowledge and skills to critically analyze cultural influences on consumer behavior and to apply this insight to develop effective, culturally sensitive marketing initiatives for diverse international markets.

Fee info