LEARNING PATH – Communicating Effectively in a Multicultural Context

$2,150.00 (CAD - Excluding tax)

Learn how to develop effective communications and campaigns for culturally diverse audiences, locally and abroad.

This unique and innovative learning path is particularly aimed at executives, employees or professionals in marketing, communications or sales, who are developing international markets or designing campaigns for culturally diverse audiences.

NEXT SESSIONS: English -> 26-27/May 2020 | French -> 2-3/June 2020 (sessions between 10AM and 1PM)



  • 2 X 3-hour courses given on 2 consecutive days
  • 1 Cultural Intelligence Assessment Questionnaire (to be completed 1 week before the start of the course)
  • 1 hour of personalized individual debriefing of the assessment (by appointment after the course)
  • 1-year access to the Global Business Compass platform (in English only)

AUDIENCE: Marketing and communications executives, teams and professionals in organizations or agencies

PREREQUISITES: Diploma, training and/or practical experience in marketing/communication


  • Raise participants’ awareness of the impact of cultural differences in marketing
  • Equip participants to communicate more effectively in diverse cultural contexts – particularly in developing campaigns aimed at foreign markets.


Cultural Intelligence assessment | Questionnaire (in English only) completed online 1 week before starting the course

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

Individual debriefing of the cultural intelligence assessment | by appointment



Additional information


10 AM to 1 PM, English: 26-27/May, French: 2-3/June