This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

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.

Learning outcomes

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.

Course description

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

Class type

Class structure

Teaching methods

• Case study
• E-learning
• Interactive class
• Presentation
• Project work
• Research
• Tutorial

Assessment

The course uses a mixture of continuous assessment, a CSR online case exercise and a final project consisting of assignments that involve working in a group (Presentation of Research Papers, Case Studies: 3 hours; and Mega Cross Cultural Case Study: 7 hours) as well as opportunities for individual assessment (Class participation; CSR online case exercise: 2 hours).

Recommended reading

• Cross Cultural Marketing - Robert Rugimbana, Sonny Nwankwo (Thomson Learning Australia, 2002 (1 copy per cross cultural team supplied by library at course beginning)) -

• Cross Cultural Marketing Reader - Monali Hota (IESEG) -

• Culture's Consequences, Comparing Values, Behaviors, Institutions, and Organizations Across Nations Thousand Oaks CA - Geert Hofstede (Sage Publications, 2001) -

• Cross-cultural Marketing - Paul A. Herbig (Haworth Press, 1997.) -

Internet resources

• IESEG Online