VSFS:N_IMaK Cross-cultural Marketing - Course Information

N_IMaK Cross-cultural Marketing and Communication

Extent and Intensity

2/1. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

RNDr. Aleš Krejčí, CSc. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Mgr. Dagmar Sieglová, M.Ed., Ph.D. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)

Guaranteed by

RNDr. Aleš Krejčí, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_IMaK/cMMO: each odd Monday 12:15–12:59 M14, each odd Monday 13:00–13:45 M14, V. Kunz
N_IMaK/cM1PH: each even Thursday 8:45–9:29 S24, each even Thursday 9:30–10:15 S24, D. Sieglová
N_IMaK/cM2PH: each odd Thursday 8:45–9:29 S24, each odd Thursday 9:30–10:15 S24, D. Sieglová
N_IMaK/pMMO: each even Tuesday 8:45–9:29 M14, each even Tuesday 9:30–10:15 M14, each even Tuesday 10:30–11:14 M14, each even Tuesday 11:15–12:00 M14, A. Klosová
N_IMaK/pMPH: Mon 12:15–12:59 S01, Mon 13:00–13:45 S01, D. Sieglová
N_IMaK/uMPH: Tue 11. 3. 17:30–19:00 S11, Tue 18. 3. 15:45–17:15 S11, 17:30–19:00 S11, Tue 1. 4. 17:30–19:00 S11, 19:15–20:45 S11, A. Krejčí
N_IMaK/vMMO: Sat 1. 3. 11:30–13:00 M14, 14:00–15:30 M14, Sat 12. 4. 11:30–13:00 M14, 14:00–15:30 M14, Sat 26. 4. 11:30–13:00 M14, A. Klosová
N_IMaK/vM2PH: Sat 5. 4. 9:45–11:15 S21, 11:30–13:00 S21, Fri 18. 4. 12:00–13:30 S21, Sat 3. 5. 9:45–11:15 S21, 11:30–13:00 S21, A. Krejčí
N_IMaK/vM3PH: Sat 22. 2. 9:45–11:15 S23, 11:30–13:00 S23, Fri 4. 4. 13:45–15:15 S23, Sat 19. 4. 11:30–13:00 S23, 14:00–15:30 S23, A. Krejčí

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The main aim of the course Intercultural marketing and communications is to deepen students' knowledge of marketing theory about the influence of cultural differences or similarities in the formation of an effective marketing strategy. Students gain an overview of the different approaches to intercultural issues. They can clarify elements, factors and barriers to intercultural communication, analyze its practical importance and theoretically justify various aspects of the development of cultural differences. They understand the importance of language for intercultural communication, get an overview of world languages ​​and socio-cultural zones. These findings can incorporate to the concepts of international marketing. Students will be educated in methods of expansion into foreign markets and the adaptation of the elements of marketing mix in an international environment. They will understand the close dependence of marketing communication, its form and content, on the national culture. Finnally they can create and analyze marketing strategies in a globalized hyper-competitive environment of today's world .

Syllabus

• 1. Communication. Perception, consciousness, thinking. Verbal and nonverbal methods of communication. Relationship between thinking and language. Historical turning points in human communication, idea transmissions and storage of information.
• 2. Social interaction, social perception process. "Noise" in social interaction, barriers in cross-cultural communication. The role of education and experience.
• 3. Language as a means of communication. Languages ​​of the world by number of native speakers. Languages ​​of the world by importance. Lingua franca. The current position of English and its reasons.
• 4. Basic characteristics of the culture. Multicultural reality. Communication factors: linguistic, psychological and cultural. The importance of language in cross-cultural communication. Common knowledge of foreign languages, the importance of tourism.
• 5. Typology of cultures. Linearly active cultures, multi-active and reactive cultures (Lewis model). The concept of national culture.
• 6. Hofstede's cultural dimensions: relation to authority (power distance), uncertainty avoidance, individualism/collectivism, masculinity/femininity, long-term orientation.
• 7. Trompenaar's cultural dimensions: relationship to other people, relation to the environment, relationship to time. Subsequent and synchronous perception of time. Business meetings in multicultural (multiethnic) environment and its dynamics - examples.
• 8. International business expansion into foreign markets. The concepts of international marketing (export, global, intercultural, relative social strata).
• 9. Entry strategy for foreign markets. Analysis of international marketing macro-environment (PEST), situational analysis of micro-environment and internal environment of the company (SWOT), identification of the competitive environment (Porter model).
• 10. Cultural aspects of marketing communications, marketing mix   in an international environment. The perception of the country of origin of the product. Segmentation and positioning in the international environment. Socio-cultural zones.
• 11. Adaptation of components of marketing mix. International product and brand policies. International pricing policy, pricing strategy. International distribution.
• 12. International cross-cultural marketing communications. Expansion and adaptation in a matrix product-communication, dual adaptation. Advertising in international environment, appeals by cultural dimensions. National style of advertising.

Literature

required literature
• Průcha J.: Interkulturní komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3069-1
• Světlík, J.: Marketing pro evropský trh. Praha: Grada Publishing, 2003. ISBN 80-247-0422-6
• Machková H.: Mezinárodní marketing. 3. vyd., Grada Publishing, Praha 2009. ISBN 978-80-247-2986-2

recommended literature
• Usunier, J.-C., Lee, J.A. Marketing Accross Cultures. Paerson Education Ltd., 2013, 6th edition. ISBN 978-0-273-75773-3
• Ethics in marketing and communications [electronicresource] : towards a globalperspective / edited by Mary M. McKinley. New York: PalgraveMacmillan, 2012.
• Mooij, M. Global Marketing and Advertising: Understanding cultural paradoxes. London: SAGE Publications, 2005. ISBN 978-1412970419
• Morrison, T., Conaway, W. Kiss, Bow, or Shake Hands, Sales and Marketing: The Essential Cultural Guide? From Presentations and Promotions to Communicating and Closing. Holbrook, Massachusetts: Bob Adams, Inc, 2011
• Machková H., P. Král a M. Lhotáková. International marketing: theory, practices and new trends. Vyd. 1. Praha: Economica, 2010. ISBN 978-802-4516-431.
• Brunet-Thornton, R.: Introduction to cross-cultural management: theory and practice. Praha: Oeconomica, 2010
• Mühlbacher H., Leihs H., Dahringer L. International marketing: A global perspective. 3rd ed. London: Thomson Learning, 2006, pp. 178-220. ISBN 978-184-4801-329.
• Petříková, R.: Lidé v procesech řízení: (multikulturní dimenze podnikání). Praha: Professional Publishing, 2007
• Pikhart, M.: Interkulturní komunikace v globálním obchodě: perspektiva interkulturního managementu. Hradec Králové: Gaudeamus, 2012
• Hall, E. T. The silent language in overseas business. In Baker, J. C., Ryans, J. K. & Howard, D., G. International Business Classics. Massachussetts: Lexington Books, 1998, pp. 89-102.
• Wursten H., Fadrhonc T. International marketing and culture. Itim international. 2012
• de Mooij M., Hofstede G. Convergence and Divergence in customer behavior. Journal of Retailing 78, 2002, pp. 61-69.

Teaching methods

In the full-time form of study the content of all topics is a theoretical lecture delivered by the teacher accompanied by marketing communication practice examples; in the part-time form of study the content of consultations is a commented guide through the topics of the course according to the Study material – with an accent placed on the knowledge of sources ( literature) and self-study – participation in consultations at least 50%. Students of both forms of study are to produce a written case study with a critical assessment of the IMC strategy usability in the real commercial or social (cultural, sports, scientific, etc.) life of society based on the specific assignment delivered by the course tutor teacher at the first lecture in the full-time or consultation in the part-time study. The written case study shall be delivered by week before the oral examination. Students can choose the topic the themes specified by the tutor teacher.

Assessment methods

The course is finished by written project and examination. The form and contents of the written projects will be determined by the lector. Performance od the written projects is to be classified. This classification is a condition for admittance to the exam. The form of the examination will be defined by the lector.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
The course is taught annually.
General note: Bb1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

• Enrolment Statistics (Summer 2014, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/summer2014/N_IMaK