Description
PATH OUTLINE
- 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
OBJECTIVES
- 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.
CONTENT
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
SUGGESTED READS
