Intercultural Marketing - JKB132

• Title: Interkulturní marketing
• Guaranteed by: Department of Marketing Communication and Public Relations (23-KMKPR)
• Faculty: Faculty of Social Sciences
• Actual: from 2023
• Semester: winter
• E-Credits: 3
• Examination process: winter s.:
• Hours per week, examination: winter s.:1/1, Ex [HT]
• Capacity: 50 / 50 (50)
• Min. number of students: 10
• 4EU+: no
• Virtual mobility / capacity: no
• State of the course: taught
• Language: Czech
• 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
• Guarantor: Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Teacher(s): Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Incompatibility : JJB635
• Is incompatible with: JJB635

Annotation

Last update: Mgr. Ing. Jana Rosenfeldová, Ph.D. (13.10.2022)

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 CZECH.

Course completion requirements

Last update: Mgr. Ing. Jana Rosenfeldová, Ph.D. (12.10.2023)

Aktivita v seminářích a plnění průběžných úkolů – 20 b. (4x5 b.)

Závěrečný test – 30 b.

Týmový projekt – 50 b.

Celkový výsledek bude stanoven podle systému ECTS grading na stupnici A-F.  0-50 % = F, 51-60 % = E, 61-70 % = D, 71-80 % = C, 81-90 % = B a 91% a více = A.

Literature

Last update: Helper (22.08.2019)

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: Helper (22.08.2019)

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. (12.10.2023)

high-low context cultures (Hall)

Hofstede's dimensions

influence of religion

perception of beauty in different cultures, ideals of beauty

perception of colors in different cultures

intercultural aspects of nonverbal communication

roles of women and men in different cultures; family, marriage, sexuality in different cultures

traditions in different cultures