Intercultural Marketing - JJB635

• Title: Interkulturní marketing
• Guaranteed by: Department of Marketing Communication and Public Relations (23-KMKPR)
• Faculty: Faculty of Social Sciences
• Actual: from 2019 to 2019
• Semester: both
• E-Credits: 3
• Hours per week, examination: 1/1, Ex [HT]
• Capacity: winter:30 / 30 (15); summer:unknown / unknown (15)
• Min. number of students: unlimited
• 4EU+: no
• Virtual mobility / capacity: no
• State of the course: taught
• Language: Czech, English
• Teaching methods: full-time
• Teaching methods: full-time
• Note: course can be enrolled in outside the study plan; enabled for web enrollment; priority enrollment if the course is part of the study plan; you can enroll for the course in winter and in summer semester
• Guarantor: Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Teacher(s): Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Incompatibility : JKB132
• Is incompatible with: JKB132

Annotation

Last update: Mgr. Ing. Jana Rosenfeldová, Ph.D. (19.02.2020)

In an increasingly global world where barriers to trade and to international exchanges constantly diminish, cultural differences remain the single most enduring feature that has to be taken into consideration. The aim of this course is to increase the awareness of the impact of culture on international marketing and to provide knowledge of the most significant cultural dimensions and their impact on the 4 P’s of the marketing mix.

THE COURSE IS TAUGHT IN ENGLISH.

Course completion requirements

Last update: Mgr. Ing. Jana Rosenfeldová, Ph.D. (11.05.2020)

Current event in-class report - 20%

Four weekly assignements OR final test - 40%

Submission of the team project (May 17) - 40%

 

0-50 % = F, 51-60 % = E, 61-70 % = D, 71-80 % = C, 81-90 % = B a 91%-100% = A

 

Literature

Last update: Mgr. Ing. Jana Rosenfeldová, Ph.D. (19.02.2020)

HOFSTEDE, Geert, Gert Jan HOFSTEDE a Mihail MINKOV. Cultures and organizations: software of the mind : intercultural cooperation and its importance for survival. 3rd ed. New York: McGraw-Hill, c2010. ISBN 978-0-07-166418-9.

Inglehart, Ronald, Halman, Loek, Welzel, Christian (2004). In­troduction. In R. Inglehart, M. Basáňes, J. Díez-Medrano (Hrsg.), Human beliefs and values. A cross-cultural source­book based on the 1999-2002 values surveys, S. 1-20. Mexico. Siglo XXI Editores.

Inglehart, Ronald, Oyserman, Daphna (2004). Individualism, au­tonomy, self-expression. The human development syndrome. In Henk Vinken, Joseph Soeters & Peter Ester (Hrsg.), Compa­ring Cultures. Dimensions of Culture in a Comparative Per­spective. S. 74-96. Leiden in the Netherlands. Koninklijke Brill.

MACHKOVÁ, Hana. Mezinárodní marketing: nové trendy a reflexe změn ve světě. 3., aktualiz. a přeprac. vyd. Praha: Grada, c2009. Expert (Grada). ISBN 978-80-247-2986-2.

MACHKOVÁ, Hana. Mezinárodní marketing: [strategické trendy a příklady z praxe]. 4. vyd. Praha: Grada, 2015. Expert (Grada). ISBN 978-80-247-5366-9.

USUNIER, Jean-Claude a Julie Anne LEE. Marketing across cultures. 6th ed. New York: Pearson, 2013. ISBN 9780273757733.

Teaching methods

Last update: Mgr. Ing. Jana Rosenfeldová, Ph.D. (19.02.2020)

The classes will contain elements of a lecture and a seminar, hence students will always be expected to be familiar with the class readings for a given session and be involved in class discussions.

Syllabus

Last update: Mgr. Ing. Jana Rosenfeldová, Ph.D. (19.02.2020)

Feb 27: rules and principles of the seminar, creation of teams; defining intercultural marketing

Mar 5: defining culture, cultural dimensions

Mar 12: perception of colors in different cultures

Mar 19: cultural aspects of humor 

Mar 26: influence of religion

Apr 2: perception of beauty in different cultures, ideals of beauty

Apr 9:  Dean's Holidays

Apr 16: family, marriage, sexuality, roles of women/men in different cultures

Apr 23: intercultural aspects of nonverbal communication

Apr 30: Field trip

May 7: Traditions in different cultures, TEST

May 14: Students presentations