Students should have followed an introductory course in marketing as well as some more advanced courses such as courses in operational marketing and consumer behaviour. Further, they should have strong analytical skills to analyse situations and arrive at solutions as well as the ability to do teamwork.
At the end of the course, the student should be able to:
– Understand how marketing beliefs and practices differ across cultures,
– Gain insights into the problem-solving process of international marketing,
– Gather knowledge about the tools and techniques required for successful cross-cultural marketing.
This course will teach students to analyse both marketing theory and practice from a cross-cultural perspective, by adding a cultural variable to key marketing concepts such as marketing strategy, consumer behaviour, market research, communications and advertising, marketing mix, etc.
Lecture 1: Cross Cultural Marketing Environment
Lecture 2: Developing A Cross Cultural Marketing Strategy
Lecture 3: Developing A Cross Cultural Marketing Strategy
Lecture 4: Implementing A Cross Cultural Marketing Strategy
Lecture 5: Implementing A Cross Cultural Marketing Strategy
Lecture 6: Contemporary Issues in Cross Cultural Marketing
