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

Prerequisites

N/A

Learning outcomes

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

Course description

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.

Class type

Class structure

Teaching methods

• Case study
• E-learning
• Interactive class
• Presentation

Assessment

1 - Group Presentation
2 - Inidividual Exam

Recommended reading

• International Marketing - Ghauri, P. & Cateora, P.

  (3rd ed). McGrawhill.(2010)

• A set of articles and case-studies - -

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• Marketing Across Cultures (5th ed). Pearson - Usunier, J-C. & Lee, J.A.

  2009, 5th edition, Pearson

• Communicationg in Global Business Negotiations: A Geocentric Approach - Rudd, J.E. & Lawson, D.R.

  2007, Sage

• Marketing Management: A Relationship Approach - Hollensen, S.

  2010, 2nd ed., Pearson

Internet resources

• course website - please check regularly

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