Intercultural marketing
| Title | Διαπολιτισμικό μάρκετινγκ / Intercultural marketing |
| Title in German | Intercultural marketing |
| Code | ΔΕ_004 |
| Faculty | Philosophy |
| School | German Language and Literature |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Winter/Spring |
| Common | No |
| Status | Active |
| Course ID | 600021286 |
Programme of Study: PMS Diapolitismikī Epikoinōnía
Registered students: 30
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| KORMOS | Mandatory Elective Courses | Winter/Spring | - | 7.5 |
| Academic Year | 2025 – 2026 |
| Class Period | Spring |
| Instructors from Other Categories | |
| Weekly Hours | 2 |
| Total Hours | 26 |
| Class ID | 600292244
|
Course Type 2021
Specific Foundation
Mode of Delivery
- Face to face
- Distance learning
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600292244
- At the Website of the School: http://intercult.del.auth.gr/el/mathimata
- eLearning:
Language of Instruction
- Greek (Instruction, Examination)
Learning Outcomes
Upon successful completion of the course the student will be able to:
• Understand the main marketing principles and how they can be applied in a inter cultural context
• Understand the concept of culture and its value for marketing
• Apply branding theory to intercultural marketing
• Design strategic marketing programs in the context of cultural organisations
• Design finance sources / sponsorships in the context of cultural organisations
General Competences
- Apply knowledge in practice
- Retrieve, analyse and synthesise data and information, with the use of necessary technologies
- Adapt to new situations
- Make decisions
- Work in teams
- Work in an international context
- Work in an interdisciplinary team
- Appreciate diversity and multiculturality
- Be critical and self-critical
- Advance free, creative and causative thinking
Course Content (Syllabus)
A growing number of enterprises have spread around the world and that is why the impact of culture on their activities and consumers is vital. The various dimensions of culture need to be studied, with particular emphasis on national cultures and on whether and how they influence the behavior of enterprises and consumers. Managing cultural diversity is important in today 's globalized world with multicultural societies and diverse cross-border activities. The purpose of this course is to provide students with the knowledge and understanding of the impact of (national) cultures on marketing and branding. Students will have the opportunity to acquire specialized knowledge related to branding and marketing in different cultural organisations
Keywords
marketing, national culture, branding, cultural diversity
Educational Material Types
- Slide presentations
- Multimedia
- Interactive excersises
- Book
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Communication with Students
- Use of ICT in Student Assessment
Description
Use of Information and Communication Technologies in teaching the course: Projector
Using ICT in communicating with students: Using email and elearning
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Seminars | 26 | 1.0 | |||
| Reading Assigment | 80.75 | 3.2 | |||
| Written assigments | 80.75 | 3.2 | |||
| Total | 187.5 | 7.5 |
Student Assessment
Description
Written assignments
Oral presentation
Student Assessment methods
- Written Assignment (Formative, Summative)
- Performance / Staging (Formative)
Bibliography
Additional bibliography for study
Beveridge, I. (2021). Intercultural marketing: Theory and practice. Routledge.
Kronbügel, M.V. (2015). Intercultural Competence - The Key to Successful International Marketing: Intercultural Behavioral Training as an Approach to Market Development. GRIN Verlag.
Samo, O. (2015). Intercultural Marketing. The Impact of Culture on the Marketing-Mix.GRIN Verlag.
Last Update
15-05-2023
