Intercultural Communication in Marketing

  • Credits: 3
  • Ending: Examination
  • Range: 10sP
  • Semester: summer
  • Year: 3
  • Faculty of Business Economics with seat in Košice

Teachers

Included in study programs

Business Economics and Management

Teaching results

The aim of the course is to acquaint students how to effectively communicate in a multicultural environment with the customer, to resolve conflicts in appropriate and appropriate ways at home, but especially abroad in organizations of various sizes and types.

Knowledge: After completing the course, students should be able to apply theoretical knowledge and understanding of intercultural marketing communication to address specific situations in the activities of companies operating in today's globalizing world.

Skills: Ability to apply the acquired knowledge and formulate criteria for the analysis of the current state, identify selected aspects of multicultural marketing.

Competences: Ability to work with information - search, select, analyze and know cultural differences and be able to communicate with other cultures. Further analyze not only the culture of the person with whom we interact, but also the personality of man, his behavior in conflict situations, demographic and life experiences.

Indicative content

Consultations:
Intercultural communication - definition, theoretical background.
Intercultural aspects of marketing. Discussion, team work.
Cultural aspects of the marketing mix in the countries of the European Union. Discussion.
Perception of marketing and business activities by domestic customers in an international environment. Discussion, team work.
Shortcomings in the communication mix of multicultural societies. Discussion.
Test. Factors influencing the communication process in international markets. Discussion, team work.
Gender, religion, values and attitudes influence different communication appeals. Discussion, team work.
International communication. Discussion.
Conflicts in the international environment of communication with customers. Team work, critical evaluation.
Multicultural marketing. Discussion, team work, critical evaluation.
Test. International advertising organizations. Discussion, team work.
Regulation of specific products in different European countries. Team work.
Presentation and submission of assignments.
Self-study: Study of topics that are the content of consultations Intercultural communication - definition, theoretical background. Intercultural aspects of marketing. Cultural aspects of the marketing mix in the countries of the European Union. Perception of marketing and business activities by domestic customers in an international environment. Shortcomings in the communication mix of multicultural societies. Continuous test. Factors influencing the communication process in international markets. Gender, religion, and the values of apostasy are influenced by different communication appeals. International communication. Conflicts in the international environment of communication with customers. Multicultural marketing. Continuous test. International advertising organizations. Regulation of specific products in different European countries.

Support literature

Elementary literature:
1. PONDELNÍKOVÁ, I. (2020). Úvod do medzinárodných kultúrnych vzťahov a interkultúrnej komunikácie. Banská Bystrica: DALI-BB, 2020. ISBN 978-80-8141-243-1.
2. HOLLIDAY, A. – HYDE, M. – KULLMAN, J. (2021). Intercultural Communication. An Advanced Resource Book for Students. 4th Edition. London: ImprintRoutledge, 2021. 344 p. ISBN 978-0-3674-8248-0.
3. NOVÝ, I., SCHROLL-MACHL, S. (2003). Spolupráce přes hranice kultur. Praha: Management Press, 2005. ISBN 80-7261-121-6.
Supplementary literature:
4. THUSSU, D. K. (2019). International communication. Continuity and Change. 3rd edition. London: Bloomsbury Publishing, 2019. ISBN 978-1-7809-3266-8.
5. PRŮCHA, J. (2004). Interkulturní komunikace. Praha: Grada Publishing, 2004.
6. de MOOIJ, M. (2010). Global Marketing and Advertising. Understanding Cultural Paradoxes. London: Sage Publications, 2010. 322 p. ISBN 978-1-4129-7041-9.
7. BERNDT, R., ALTOBELLI, C.,F., SANDRE,M.: Mezinárodní marketingový management. Brno: Computer Press, 2007. ISBN 978-80-251-1641-8.
8. NOVÝ, I., SCHROLL-MACHL, S. (2003). Interkulturní komunikace v řízení a podnikání. Praha: Management Press, 2003.

Syllabus

Consultations: Intercultural communication - definition, theoretical background. Intercultural aspects of marketing. Discussion, team work. Cultural aspects of the marketing mix in the countries of the European Union. Discussion. Perception of marketing and business activities by domestic customers in an international environment. Discussion, team work. Shortcomings in the communication mix of multicultural societies. Discussion. Test. Factors influencing the communication process in international markets. Discussion, team work. Gender, religion, values and attitudes influence different communication appeals. Discussion, team work. International communication. Discussion. Conflicts in the international environment of communication with customers. Team work, critical evaluation. Multicultural marketing. Discussion, team work, critical evaluation. Test. International advertising organizations. Discussion, team work. Regulation of specific products in different European countries. Team work. Presentation and submission of assignments. Self-study: Study of topics that are the content of consultations Intercultural communication - definition, theoretical background. Intercultural aspects of marketing. Cultural aspects of the marketing mix in the countries of the European Union. Perception of marketing and business activities by domestic customers in an international environment. Shortcomings in the communication mix of multicultural societies. Continuous test. Factors influencing the communication process in international markets. Gender, religion, and the values of apostasy are influenced by different communication appeals. International communication. Conflicts in the international environment of communication with customers. Multicultural marketing. Continuous test. International advertising organizations. Regulation of specific products in different European countries.

Requirements to complete the course

assignment, continuous test
oral examination
• continuous tests - 20%
• assignment presentation - 20%
• oral exam - 60%

Student workload

• participation in consultations = 10 hours
• self-study = 16 hours
• preparation for continuous assessment = 26 hours
• preparation for the final evaluation = 26 hours
Total = 78 hrs.

Language whose command is required to complete the course

Slovak

Date of approval: 08.03.2024

Date of the latest change: 04.07.2022