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

In today’s hyperconnected AI-powered world, marketing and sales do not happen in a cultural vacuum. This course examines how culture influences the way people communicate, buy, sell, build trust, negotiate and do business across global markets. Students develop cultural agility to respond effectively to diverse values, customer expectations, communication styles, relationship norms, and business practices.

1. Competences in Marketing and Sales across Cultures in the era of Global Digital Transformation: Communication Competency Framework
2. Language, Culture, and (Digital) Communication - Implications for Personal Selling, Branding, Advertising, Negotiation, and Sales Management in the Context of AI-driven Technologies
3. Cultural Values Models and Their Behavioral Consequences in the Context of (digital) Communication and Global Sustainability trends.
4. Navigating Ethical Dilemmas in Sustainable and Digital Marketing Practices and Corporate Social Responsibility across Cultures.
5. Contextual, Digital and Cultural Agility in AI-Enabled Sustainable Marketing and Sales Practices
6. Culture and Buyer Behavior in the Digital Age: The Effects of Country-of-Origin, National Identity, Consumer Ethnocentrism, Affinity, and Animosity
7. Navigating Competing Forces of Globalization and Localization: Future Trends in Cross-Cultural Marketing amidst Evolving Digital Landscapes, Artificial Intelligence and Sustainability Concerns.