Cross-cultural Management 1155-12-C21-LIT-CCM

This course is concentrated on recent trends in marketing and sales viewed from an international perspective.
The lecture introduces concepts and methodologies that further and enable students to perform their own analyses and develop adequate solutions.
The skills covered in this course are applicable to marketing and sales managerial problems in an intercultural context. Students know and are able to apply cultural analysis, empirical business research methods, and design thinking method to gather and process relevant information and build up internationally viable business solutions.
Using realistic case studies, this module focuses on tackling various business problems in marketing and sales. A problem oriented didactical approach combines theory with the occupational field of the master’s degree course.
The course is divided into 2 related parts. Each part concludes with presentations showcase.
In the first part, students will build loyalty programs in different regions. Based on a description of company and stated targets, students design a solution according to a loyalty program design framework. Further, students prepare cultural and market analysis, market study of their solution (including data collection and analysis). Once the findings are obtained, students update their solution and prepare a presentation to showcase the solutions and highlight the cultural elements.
In the second part, students will review given international sales panels and prepare cultural analysis of a given country. The results of work will be presented.