Study Guide

Objective

The student knows the challenges of operative marketing in cross-cultural business. Students can decide the level of product adaptation and standardization in an international context. They are aware of the impact of culture on international marketing campaign design. The student can evaluate international advertising forms and styles and can choose successful ones for target cultures and markets. Students know how culture affects communication style, media selection, and delivery channels. Students can design marketing materials according to cross-cultural demands. They are aware of cultural website design and structure, the choice of visual elements in marketing materials, and marketing message formulation in an international context.

Content

- Challenges of operative marketing in international business
- Adapting products or services according to cultural needs
- Standardization versus adaptation
- Cross-cultural branding
- Marketing message, language, and translations
- Cultural website structure and design
- Culture theories - effect on communication style
- Impact of culture on international marketing campaign design
- International advertising forms and use of them in various cultures
- Culture theories - choosing suitable international advertising style

Qualifications

Basic studies

Assessment criteria, satisfactory (1)

The student recognizes challenges of operative marketing in cross-cultural business. He/she can decide the level of product adaptation and standardization. Student can describe international advertising forms and styles. Student knows the challenges of cross-cultural communication style, media selection, delivery channels and branding.

Assessment criteria, good (3)

The student recognizes challenges of operative marketing in cross-cultural business. He/she can decide the level of product adaptation and standardization. He/she can design international marketing campaign. Student can describe international advertising forms and styles. Student can plan communication style, media selection, delivery channels, branding, and marketing materials for cross-cultural business

Assessment criteria, excellent (5)

The student recognizes challenges of operative marketing in cross-cultural business. He/she can decide the level of product adaptation and standardization. He/she can design international marketing campaign in international context. Student knows international advertising forms and styles and can choose successful ones for target markets. Student can plan communication style, media selection, delivery channels, branding and marketing materials according to needs and preferences of specific cultures.