Formation/Cours

Understand the cultural theories
To examine the effect of cultural thoeries on relationship marketing
To apply the concept of relationship marketing in cross-cultural context
To understand the influence of culture and relationship management on internaitonal negotiations

Part 1- Cultural Theories: Discussing the different cultural theories, and how they are applicable in across borders

Part 2 – Relationship Marketing: Relationship marketing theories and strategies, approaches in building, developing and maintaining relationships between supplier-customer in international context, and how to anaylze these relationships and gain competitive advantage

Part 3 – Cross-Cultural Negotiations: An overview and up-to-date information on international communication and negotiations strategies, and understanding of the importance of cultural elements and differences on negotiations.