Knowledge

The student …

is familiar with 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
is familiar with 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 7213

Intercultural Marketing Communication