Cross Cultural Marketing

2019-2020

Course Objective

ACADEMIC AND RESEARCH SKILLS – STUDENTS CAN CONDUCT A BASIC
INTERNATIONAL RESEARCH PROJECT FROM START TO FINISH
Academic Skills (three As)
After successfully completing this course, the student
• can analyze and demonstrate an understanding of problems from
different perspectives (Analysis)
• is able to recognize fundamental structures and to leave out
irrelevant information (Abstraction)
• is able to put forward well-founded, substantiated points of view,
both in spoken and written format (Argumentation)

BRIDGING THEORY AND PRACTICE
KNOWLEDGE: Demonstrates theoretical and empirical knowledge concerning
the relevant areas in international business administration
After successfully completing this course, the student:
• can explain the basic theories, models and concepts of cross-cultural
marketing
• is able to make connections between those theories, models, and
concepts

APPLICATION: Can propose a solution to an international real-life
business problem by applying relevant theories and methodologies.
After successfully completing this course, the student:
• is able to apply theoretical knowledge in a specific business
situation
• actively experienced a real-life case in the field of cross-cultural
marketing
• is able to select the correct method and / or technique for
quantifying, analyzing and solving a specific problem
• is able to translate, communicate, and disseminate quantitative
results to relevant stakeholders

SOCIAL SKILLS – STUDENTS ARE ABLE TO EFFECTIVELY MANAGE DIFFERENT
PROFESSIONAL ROLES IN A CROSS-CULTURAL ENVIRONMENT

After successfully completing this course, the student:
• is a good listener and can empathize with the other person’s concerns
• excels at presenting (both orally and in writing) on substantive
aspects of the discipline
• has a thorough understanding of roles and needs of different types of
stakeholders
• can work well in a team and reflect on his/her own role in the team
• is sensitive to cross-cultural differences, understands how these
translate into social contexts and is able to deal with those
differences in social interactions

SELF-AWARENESS – STUDENTS CAN EVALUATE OWN LEARNING, KNOWLEDGE AND
ACTIONS

After successfully completing this course, the student:
• takes responsibility for his own actions
• has made well-founded decisions and can support those choices
• can reflect on his/her personal development
• can open up to and deal with feedback from others

Course Content

This course offers you a fundamental knowledge of the marketing field,
while at the same time creating an intercultural sensitivity. Although
the consequences of cultural differences are obvious, they are not
simple to analyze, describe or categorize. We start from a people
perspective, building on your understanding of cultural differences and
intercultural interactions and move from there to connecting this
knowledge to international marketing. You will gain a basic knowledge
and understanding of marketing strategy and tactics and what you as a
marketer need to be sensitive to when practicing marketing across
cultures.

Teaching Methods

Lectures
Tutorials

Method of Assessment

Written exam – Individual assessment
(Interim) Assignments – Team assessment
Team participation - Individual assessment (through peer review)
Mandatory attendance and participation in tutorials

Entry Requirements

None

Literature

Book: To be announced
A list of scientific articles will be provided through the electronic
learning environment
Additional (required) materials will be shared through electronic
learning environment.

Recommended background knowledge

1.1 People in Business and Society
1.1 Business Mathematics
1.4 Business Statistics

General Information

Course Code E_IBA1_CCM
Credits 6 EC
Period P5
Course Level 100
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator drs. I.J.C. Leijen
Examiner drs. I.J.C. Leijen
Teaching Staff drs. I.J.C. Leijen

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Lecture, Study Group
Target audiences

This course is also available as: