CROSS CULTURAL MARKETING

The course presents topics on how to develop marketing strategies in different cultures. Cultural differences can influence the behavior, expectations, values of people such as consumers or buyers of a company in choosing and buying products in international markets, moving from a global to a local point of view. A particular focus will be on emerging markets with a significant cultural distance such as China.
Students should analyze the importance of the cultural context in business behavior and decision-making, as well as in international marketing strategies.

1. Knowledge and understanding
● Knowing the main theories and models of cultural differences in the business.
● Know ing the different ways of adaptation of marketing strategies and solutions used by companies in different cultural contexts.
● Knowing the basics of strategic marketing behavior of companies in international markets and culturally distant markets.
2. Ability to apply knowledge and understanding
● To Know how to correctly recognize which marketing tools and activities can be used in the various situations of international company-market relations.
● To Know how to do a simple analysis of the marketing problems that a company faces daily in a complex cultural context.
● To Be able to recognize the key aspects of a cross-cultural marketing decision and its implementation.
● To Be able to work in a multicultural team to solve complex problems.
3. Ability to judge
● Knowing how to formulate and argue hypotheses for solving cross-cultural marketing problems, also developing a critical approach to the evaluation of alternative hypotheses.
4. Communication skills
● Knowing how to use the appropriate language in describing aspects of cross-cultural marketing.
● Knowing how to interact with peers, critically and respectfully, problem-solving.
5. Learning skills
● Knowing how to critically consult the reference texts and the bibliography contained.
● Knowing how to find, collect and select useful information from various sources to solve intercultural marketing problems

Students should have the basic knowledge of the Marketing course

1. The foundation of cultural understanding
2. Cultural dynamics in assessing international markets
3. Local, global, glocal marketing strategies
4. Country of origin perception
5. Cross cultural buying behaviour
6. International branding
7. Cross cultural communication
8. Adapting marketing activities to different cultural contexts

MARKETING ACROSS CULTURES; J-C Usunier, J. A. Lee; Pearsons, 2013.
recommended reading: UNEXPECTED LESSONS IN BUSINESS MANAGEMENT, T. Vescovi; Webster 2016
available in Italian: CHIAVI CHE APRONO GABBIE; T. Vescovi; Angeli 2017.

The attending students will be involved in a teamwork where they will present a country, focusing on cross-cultural characteristics and market opportunities (30%). The final exam (only written) will refer to the textbook and to the topics discussed during the lessons (70%).
For non attending students the final exam (written -11 open questions- +oral) will refer to the textbook and to other materials available online. To be admitted to the oral exam the student should pass the written part.

Frontal lessons will be concentrated in the first part of the course. Students will be directly involved in the lessons through the presentation of a different country in each lesson. Some testimonials will be involved and they will present the cultural aspects in the business of the countries where they operate.

English

written and oral

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development