Knowledge

The student …

• knows some cultural frames of understanding

• has basic knowledge of the importance of low and high language context in some different countries

• knows of the connotative meaning of signs and symbols in different cultures

• has basic knowledge of consumer patterns and organizational practices in different cultures and markets

• knows international media cultures and practices

• has basic knowledge of how ethical principles in different cultures can affect marketing communication

Skills

The student …

• can analyze and interpret culture, consumer behavior and media habits in a relevant market

• can use this understanding to develop communication adapted to one or more international markets

• can analyze the cultures of different countries, using important analytic frameworks to describe cultural dimensions

General competence

The student …

• has insight into the culture in some countries

• has the ability to analyze consumer habits in different cultures

• is able to discuss factors that influence decisions and processes involved in international marketing communication

• is able to discuss different paradoxes that must be taken into account when communicating in a new market

Subject description 2515

Cultural Differences and International Marketing Communication