Description
TARGET AUDIENCE: Marketing and communications executives, teams and professionals in organizations or agencies
PREREQUISITES: Diploma, training and/or practical experience in marketing/communication
OBJECTIVES
Communications & Cultural Intelligence intends to raise participants’ awareness of the impact of cultural differences in marketing. It endeavours to equip them to communicate more effectively in the context of diverse cultures – particularly in the development of campaigns aimed at foreign markets.
CONTENT
This course is based on the Western communication model. It examines the impact of cultural diversity on the SENDER (communicator/advertiser), the MESSAGE (“speaking the language” of the audience), the MEDIUM (choice of media) and the RECEIVER (consumer/audience/stakeholder).
Chapter 1 | Exploring the SENDER
- Defining culture
- Values and culture
- Cultural expressions
Chapter 2 | Exploring the MESSAGE
- Styles of advertising
- Manifestations of culture
- Culture and communication
Chapter 3 | Exploring the MEDIUM
- Media planning
- Media landscape
- E-Marketing
- Public relations
- Viral marketing
- Social media
Chapter 4 | Exploring the RECEIVER
- Culture and consumer behaviour
- Culture and key messages
- Advertising forms
SUGGESTED READINGS
- De Mooij, Marieke, Global Marketing & Advertising; Understanding Cultural Paradoxes – 5th Edition, SAGE Publishing, 2019.
- Livermore, David; Expand your borders; Discover 10 cultural clusters; Cultural Intelligence Center, 2013
1 For groups within organizations, ACCULTURA’s CQ-certified trainers can deliver this course in person at the client organization’s location*. For more details and a quote, contact us today.
* Restrictions may apply depending on the organization’s location (city, country).
