Intercultural Marketing Awareness and Strategy
In a globalized world, cultural differences play a crucial role in international marketing. This course aims to increase awareness of cultural impacts on marketing strategies, emphasizing key cultural dimensions and their influence on the marketing mix. Topics cover various aspects such as cultural perceptions of beauty, humor, nonverbal communication, and more. The syllabus includes discussions on global, local, and intercultural marketing, emphasizing the need for cultural adaptation in expanding businesses to new markets. Students will engage in team projects to analyze cultural differences and formulate effective marketing strategies for international expansion.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
INTERKULTURN MARKETING
JANA ROSENFELDOV KH: ter 11 12 ( . 106a) Email: jana.rosenfeldova@fsv.cuni.cz Moodle: Intercultural marketing
In an increasingly global world where barriers to trade and to international exchanges constantly diminish, cultural differences remain the single most enduring feature that has to be taken into consideration. The aim of this course is to increase the awareness of the impact of culture on international marketing and to provide knowledge of the most significant cultural dimensions and their impact on the 4 P s of the marketing mix.
Oct 4: rules and principles of the seminar Oct 11: culture Oct 18: global, local, international and intercultural marketing culture, cultural dimensions Oct 25: Dean Holiday Nov 1: cultural dimensions, high-law context Nov 8: religion Nov 15: perception of beauty in different cultures, ideals of beauty Nov 22: humor in different cultures Nov 29: intercultural aspects of nonverbal communication Dec 6: colors; women/men in different cultures; family, marriage, sexuality Dec 13: FINAL TEST; traditions in different cultures Dec 20: no session
Poadavky ke splnn pedmtu 1. Aktivita v semin ch a pln n pr b n ch kol 20 b. (4x5 b.) Datum odevzd n bude v dy uvedeno v moodlu t den p edem 2. Z v re n test 30 b. Na konci semestru, z p edn ek, p padn zadan povinn literatury v moodle
3. Tmov projekt (50 %) Po adavky ke spln n p edm tu Tvorba t m 18. jna 2024 Nahl en t matu t mov ho projektu 14. listopadu 2024 (tabulka v moodlu) Odevzd n t mov ho projektu (12. ledna 2024) Podm nkou spln n p edm tu je z sk n alespo 51 bod , nen nezbytn nutn absolvovat v echny v e uveden aktivity.
Team project Choose the company and the country/countries/region to which the company will expand with some of its products or services (one or more products, or the whole brand). While expanding, company must be aware of cultural differences between countries. Conduct the cultural research of the target country to find out in which aspects the marketing strategy must be adapted.
Team project Focus on, for example (choose only relevant aspects, you can also add other aspects): cultural differences according to e.g. Hostede's cultural dimensions and its implications language (before introducing names, check their compatibility and impact in the target languages) the economic and political situation, the import quota legislative restrictions local habits and customs, i.e. how to behave during negotiations. differing tastes and needs the requirements for appearance, the colour, the quality or the taste differences based on religion, values and symbols the requirements of technical standards, composition and labelling of products. what design, styling, quality, additional services will be valued and required (easy installation, long warranty, financial services) preferred distribution and communication channels use of the media and sales channels
Team project Recommended structure: Company/product description Cultural research Marketing strategy
Tmov projekt Pr ce mus b t odevzd na v odpov daj c obsahov i form ln podob odpov daj c rovni odborn ho akademick ho textu, citace dle APA, Harvard apod. Pr ce m e b t ps na v J nebo AJ Rozsah: 15 normostran (v etn mezer, bez literatury a p loh) V nujte as fin ln prav textu! Co bude hodnoceno: - t ma, kvalita kulturn ho pr zkumu a marketingov strategie (ne finance), form ln po adavky na text, v asn odevzd n P i odevzd n uve te tak pod l jednotliv ch autor na v sledn m textu
