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)

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

Guaranteed by

Mgr. Dagmar Sieglová, M.Ed., Ph.D.
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 even Tuesday 14:00–14:44 M14, each even Tuesday 14:45–15:30 M14, A. Klosová
N_IMaK/cM1PH: each even Monday 14:00–14:44 S13, each even Monday 14:45–15:30 S13, D. Sieglová
N_IMaK/cM2PH: each odd Monday 14:00–14:44 S26, each odd Monday 14:45–15:30 S26, D. Sieglová
N_IMaK/pMMO: each odd Tuesday 12:15–12:59 M14, each odd Tuesday 13:00–13:45 M14, each odd Tuesday 14:00–14:44 M14, each odd Tuesday 14:45–15:30 M14, A. Klosová
N_IMaK/pMPH: Mon 12:15–12:59 S01, Mon 13:00–13:45 S01, D. Sieglová
N_IMaK/uMPH: Tue 10. 3. 17:30–19:00 S11, 19:15–20:45 S11, Tue 24. 3. 17:30–19:00 S11, Tue 7. 4. 17:30–19:00 S11, 19:15–20:45 S11, A. Krejčí
N_IMaK/vMKL: Fri 6. 3. 13:45–15:15 K206, 15:30–17:00 K206, Fri 20. 3. 13:45–15:15 K206, Fri 3. 4. 13:45–15:15 K206, 15:30–17:00 K206, J. Šnajdar
N_IMaK/vM2PH: Fri 27. 2. 13:45–15:15 S23, 15:30–17:00 S23, Sat 28. 3. 9:45–11:15 S23, 11:30–13:00 S23, Fri 10. 4. 12:00–13:30 S23, J. Šnajdar

Prerequisites

There are no prerequisites for this course.

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

• The form and topics of presentations and seminars is specified by individual lecturers and the course needs. 1 - PRESENTATION: Course introduction; Defining the basic notions of culture, communication, intercultural communication and management, intercultural marketing. SEMINAR: Course outline and course requirements. Course project topics. Questions and answers, exercises. STUDY RESOURCES: Usunier (2013), Mooij (2005), Machková & comp. (2010). 2 - PRESENTATION: Various reactions to cultures in contact: culture shock, values, culture adaptation strategies. STUDY RESOURCES: Usunier (2013), Mooij (2005), Machková & comp. (2010), Morrison & Canaway. Self-study: Selected texts on culture shock and culture adaptation strategies. 3 - PRESENTATION: Edward Hall and Hidden Dimensions of Culture: Time, space, context. SEMINAR: Marketing research methodologies: analysis of international marketing macro-environment (PEST), situational analysis micro-environment (SWOT), identification of competition (Porter model), Marketing mix. Stakeholder model. Questions and answers, exercises. STUDY RESOURCES: Usunier (2013); Hall (1988), Mooij (2005). Self-study: Selected readings by/on Edward Hall. 4 - PRESENTATION: Software of the Mind: Geert Hofstede and 6 dimensions of national culture. Intercultural management. STUDY RESOURCES: Usunier (2013), Mooij (2005). Self-study: Selected readings by/on Geert Hofstede, http://geert-hofstede.com/. 5 - PRESENTATION: Building Cross-cultural competence: Fons Trompenaars and further dimensions of national culture. SEMINAR: Questions and answers, exercises. Academic poster format. STUDY RESOURCES: Usunier (2013), Mooij (2005), Selected readings by/on Fons Trompenaars, http://www2.thtconsulting.com/about/people/fons-trompenaars/. 6 - PRESENTATION: International marketing and culture: culture clusters and consumer behavioral patterns. STUDY RESOURCES: Wursten & Fadrhonc (2012), Usunier (2013), Mooij (2005). Self-study: Morrison & Conaway (2011). 7 - PRESENTATION: Convergence vs. divergence in international retailing: accommodation strategies in marketing. SEMINAR: Questions and answers, exercises. Advertisement analysis. STUDY RESOURCES: Mooij & Hofstede (2002), Usunier (2013), Mooij (2005). 8 - PRESENTATION: Taken by your word: The role of language in marketing practices. STUDY RESOURCES: Webinar by Tiefenbacher-Hudson & Gengler (2012), Usunier (2013). 9 - PRESENTATION: Communication model: The use of speech acts in intercultural marketing and communication. SEMINAR: Questions and answers, exercises. Advertisement strategy development. STUDY RESOURCES: Mooij (2005), Morrison, Conaway & Borden (1994), Morrison & Conaway (2011). 10 - PRESENTATION: Foreign market entry strategies. 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). 11 - PRESENTATION: Ethics in marketing practices: adapting a global perspective. SEMINAR: Questions and answers, exercises. STUDY RESOURCES: McKinley (Chapter 1, 2, 3); Machková & comp. (2010), Mooij, Malířová, E. & comp. (2012). 12 - PRESENTATION: Student poster sessions.

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
• 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.
• 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

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. Compulsory presence in the full-time form is 75% in minimum. 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. Compulsory presence in the full-time form is 50% in minimum.

Assessment methods

The course is finished by written project and examination. The form and themes 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 (oral, written) 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.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

• Enrolment Statistics (Summer 2015, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/summer2015/N_IMaK