Описание:The ultimate aim of the course is to give a strong basis of theoretical insights and practical skills for the effective start-up of a management career in multinational and multicultural context. The program embraces core theories of interpersonal and cross-cultural communication with a focus on marketing communications management. A set of practical tools includes strategic thinking, effective interpersonal and cross-cultural communication skills and creativity.
Learning objectives:
1. Define culture and its elements.
2. Define the notion of cultural identity.
3. Study dimensions of culture.
4. Analyze how the sociocultural environment affects a potential market.
5. Examine consumer behavior across borders.
6. Examine marketing communications across borders incl. case studies.
Core Issues:
• Concept of intercultural management.
• Interpersonal communication and cultural identity.
• Effective communication in different cultures.
• Dimensions of culture.
• Culture codes, values and consumer behavior
• Branding across boarders.
• International marketing communications management.
• Conflict management.
• Case studies.