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Marketing and Sales Across Cultures


Aims of the course

1.Mastering frameworks and tools for analysis of local, regional and global customers/stakeholders and the competence of applying these to marketing and sales
2. Gaining knowledge about concepts and frameworks related to communication effectiveness across cultures as they relate to interpersonal, marketing, management and organizational interactions.
3. Developing communication competences for managing marketing and sales in the context of diverse stakeholder groups operating in the multi-cultural global environment.
4. Comprehension of the various stages in the process of buying and selling in culturally, socially and economically diverse markets.

Course syllabus

1. Globalization and Competences in Marketing & Sales across cultures. Culture, its meanings and effects.
2. The role of Culture and other environmental factors in Communication. Cross-cultural competency framework.
3. Language, Culture and Communications - Implications for branding, advertising, negotiation and sales management.
4. Cultural values models and their implications for consumer and managerial behavior. Hofstede Value Dimensions. Globe model. Trompenaars. E. Hall.
5. Social Responsibility and Ethics Across Cultures
6. The role of Contextual Intelligence Cultural intelligence in Marketing and Sales across cultures.
7. Culture and buyer behavior. The role of National identity, Consumer ethnocentrism, Animosity, Country-of-origin effects
8. Navigating Competing Forces of Globalization and Localization in the future.

Course director(s)

  • Irena Vida, PhD, Full Professor

  • Academic Unit for Marketing (Regular Member)
  • Academic Unit for International Economics and Business (Associate Member)
  • Academic Unit for Management and Organisation (Associate Member)
  • Office Hours
  • Friday at 13:00 in P-319 ZOOM
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