Cross-Cultural Issues for Marketing

Code

2438

Credits

3,5

Teacher in charge

Carmen Lages

Teaching language

English

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

N/A

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.
RESOURCES.

Videos from case studies. Interpersonal culture game.

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%

Courses

• International Masters in Management
• Masters in Management