Cross-Cultural Issues for Marketing
Code
2438
Teacher in charge
Carmen Lages
Teaching language
Objectives
This is an introductory course to global marketing that examines the role of the culture when managers decide to market beyond the domestic market. the course adds the cultural variable to consumer behaviour, market research, strategy, and matketing communications.
Prerequisites
Subject matter
-The cultural variable in global marketing
-Approaching international markets
-Developing global products
-Developing global communication
Bibliography
Core book: Global Marketing (2013), by Keegan and Green, Pearson Education.
Teaching method
The course involves a combination of formal lectures and workshop sessions that include a short case study and/or exercise. These will usually be distributed in advance and students will be expected to be prepared to discuss them in class.
Evaluation method
Your evaluation will be based on class participation and final exam:
-Class Execises and Participation- 50%
-Final exam (case study resolution)- 50%