Seminar von Frau Prof. Dr. A. Rumler: Selected Issues in Marketing: Intercultural Management and Marketing
Introduction to class:
Interculturality describes the congregation of people with different origins of cultures and their interaction in a structured society. In this class the influence of intercultural factors on management and marketing will be researched. Conceptual frameworks of measuring intercultural sensibility will be analyzed and applied to companies or institutions in an international context. Afterwards, students will analyze the intercultural sensibility in different organizations using a previously developed catalogue of criteria. The students will present their findings in a final presentation. They will also write an individual paper on an aspect of the classes’ topic.
Target group:
Students of Business Administration and similar programs with a focus on marketing
Content of class:
What is “interculturality”?
Which theories can be utilized to explain “interculturality”?
What is the relevance of “interculturality” for international management and marketing? What are influencing factors and strategic decisions in international marketing?
Learning goals:
Fostering of intercultural sensibility as well as competence to work in intercultural teams
Acquisition of knowledge about theory and models of interculturality in international management and marketing
Teaching methods:
Asynchronous lectures (via Moodle) and online class meetings with case studies. Some international guest speakers will attend via video conferencing.
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