23 July 2021
Intercultural Marketingonline course
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.
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.
Beveridge Ivana, University of Houston, United States
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 500: What is included?
- tuition for online synchronous lectures and access to all course materials/software/platforms;
- non-refundable registration/administrative fee,
- Certificate of Attendance and Transcript of records;
- professional administrative support before, during and after the programme;
- some organized activities during the programme to foster the intercultural experience.