Cross-Cultural Issues for Marketing
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.
General characterization
Code
2438
Credits
3.5
Responsible teacher
Carmen Lages
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
N/A
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.
The learning methods most suitable for this course are:
• the method learning-by-examples (demonstration)
• learning-by-doing (practice by doing)
• learning-by-teaching [teach other(s)]
• learning-by-debating (after video visualization or text reading)
• learning by playing (game and role playing)
Evaluation method
Student evaluation will be based on class participation and final exam:
Class Exercises and Participation –50%
Group Work (case resolution and debate in class) – 30%
Individual Flash Essay - 10%
Individual Participation- 10%
Final exam - 50% (Case study resolution and question about course content)
Subject matter
Programs
Programs where the course is taught: