Study Guide

Objective

The student knows challenges of operative marketing in cross-cultural business. Student is able to decide the level of product adaptation and standardization in international context. He/she is aware of the impact of culture on international marketing campaign design. The student can evaluate international advertising forms and styles and choose successful ones for target cultures and markets. Student knows how culture effects on communication style, media selection, delivery channels, cross-cultural branding and marketing materials (such as website design and structure, the choice of visual elements in marketing materials and body-language and marketing message formulation) in international context.

Content

- Challenges of operative marketing in international business
- Adapting product or service according to cultural needs
- Standardization versus adaptation
- Cross-cultural branding
- Message, language and translations
- International marketing channels
- Media development and availability
- 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.
- Cross-cultural communication and marketing material production

Materials

Material announced by the teacher.

Teaching methods

- Lessons and exercises
- Independent online studying
- Case-work
- Online exam

Student workload

3 credit course equals 81 hours of student work:
- Lessons and exercises 18h
- Independent online studying 20h
- Case-work and presentation 23h
- Online exam 20h

Evaluation scale

1-5

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.

Assessment methods and criteria

Grading:

- Weekly exercises: pass/fail.
- Case work and presentation: grade 0 - 5. (30 % of the course grade)
- Online exam: grade 0 - 5. (70 % of the course grade)

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. 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, 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. 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, approved/failed

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.

Qualifications

Basic studies