Cross-Cultural Marketing Operations (3 op)

Arviointiasteikko

1-5

Tavoitteet

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.

Sisältö

- 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

Oppimateriaalit

- Marieke de Mooij, 2021. Global Marketing and Advertising. Understanding Cultural Paradoxes. SAGE Publications Ltd.
- Material in Moodle learning environment

Opetusmenetelmät

The study will be implemented as contact lessons in campus. The study includes lessons and exercises, a case-work, presentations and an exam. There's an online exam in the end of the course.

Tenttien ajankohdat ja uusintamahdollisuudet

- The exam will be in the end of study, on wk 50/ 2025.
- Retake possibilities on wk 2/ 2026 and wk 6/ 2026. Retake is in Moodle or in the Exam-room.

Opiskelijan ajankäyttö ja kuormitus

The workload of the course is measured in a way that, in order to acquire the knowledge required for the course, one credit corresponds to an
average of 27 hours of work done by the student. The actual need for time varies from individual to individual, e.g. due to previous expertise.

Total workload 81 hours, includes:
- Lessons 14 h
- Studying course materials 16 h
- Preparing the Case-work and presentation 20 h
- Presentations 6 h
- Studying for the exam and doing the exam 25 h

Arviointikriteerit, tyydyttävä (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.

Arviointikriteerit, hyvä (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.

Arviointikriteerit, kiitettävä (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.

Esitietovaatimukset

Basic studies