Course Details
Country:
Netherlands
Institution:
Free University of Amsterdam
Course Title:
Cross Cultural Marketing
Course Number:
E_IBA1_CCM
Course Description:
This course offers you a fundamental knowledge of the marketing field, while at the same time creating intercultural sensitivity.
We start this course from an individual perspective, building on your understanding of cultural differences and intercultural interactions. Specifically, we focus on consumer needs and wants and emphasize cultural differences. Next, we identify how marketing is influenced by local and global factors. In other words, we point out how strategic marketing decisions can be made more effectively by considering cross-cultural differences including political and social influences, regulations, languages, religions, economic standards, etc. Finally, we take a practical point of view to marketing across different cultures by working on a real business case in collaboration with Philips.
In sum, in this course, we aim to increase the awareness of cross-cultural sensitivities when tackling marketing challenges.
Language:
English
Approved Equivalent:
Pending For Approval
Attachment Files:
Studyguide (14)_9.pdf
