21 July 2023
With companies actively marketing their products and services beyond their homeland borders, it is imperative to understand culturally ingrained human behavior throughout the world. Culture is one of the prime determinants of consumer attitudes, behavior and lifestyles. Intercultural skills are becoming even more important due to a growing focus on diversity with consumers increasingly expecting marketing campaigns that are culturewise. The course teaches the building blocks of intercultural marketing. It focuses on the impact of cultural conditioning on international marketing strategies. Approaching culture as a
dynamic, multi-dimensional concept, it addresses the dimensions of culture affecting consumer behavior, purchasing patterns and cross-cultural interactions. It focuses on the rapidly developing issues surrounding global communications, customer need identification, and the dynamics of purchasing decision-making across cultures.
BEVERIDGE Ivana, University of Houston, United States
ALDRETE Milton, Polar Partners Finland, Education and Consulting, Finland
The course utilizes the frameworks from international marketing strategy, cross-cultural management and cross-cultural psychology. It aims to help the students increase understanding of cultural influence in order to improve strategic competencies, develop knowledge needed to maximize opportunities and reduce risks in multicultural markets, and increase ability to deal with ambiguity in unpredictable marketing contexts resulting from
globalization. It introduces frameworks for interpreting behavior, attitudes and communication styles of people from different cultures, offering an intellectual gateway
to a broader global worldview. By the end of the course, students will have acquired skills enabling them to recognize cultural differences, understand cross-cultural challenges in international marketing and marketing aspects/outcomes of globalization.
Certificate of Attendance: awarded at the end of the summer school to all students who complete the 3-week programme.
Transcript of records (with credits and grades): awarded only to students who complete all course obligations and pass the final examination.
EUR 650: You can find more information on our website.