Educational guide
IDENTIFYING DATA							2020_21
Subject	CROSS-CULTURAL MARKETING					Code	00512030
Study programme	0512 - GRADO EN COMERCIO INTERNACIONAL
Descriptors	Credit.	Type	Year	Period
	6	Compulsory	Fourth	First
Language	Castellano
Prerequisites
Department	DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador	GUTIÉRREZ RODRÍGUEZ , PABLO				E-mail	pgutr@unileon.es sblanm@unileon.es
Lecturers	GUTIÉRREZ RODRÍGUEZ , PABLO BLANCO MORENO , SOFIA
Web	http://
General description
Tribunales de Revisión	Tribunal titular Cargo Departamento Profesor Presidente DIREC.Y ECONOMIA DE LA EMPRESA VAZQUEZ BURGUETE , JOSE LUIS Secretario DIREC.Y ECONOMIA DE LA EMPRESA SULE ALONSO , MARIA ARANZAZU Vocal DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA Tribunal suplente Cargo Departamento Profesor Presidente DIREC.Y ECONOMIA DE LA EMPRESA PLACER GALAN , JOSE LUIS Secretario DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO Vocal DIREC.Y ECONOMIA DE LA EMPRESA CERVANTES BLANCO , MIGUEL FRANCISCO

Competencias

Code
A6374
A6513
A6517
A6561
B784
B796
C2
C3

Learning aims

	Competences
1. Know and understand the concept of culture and the marketing cultural cross-cultural race	A6374 A6517 A6561	B784 B796	C2 C3
2. Adopt decisions of product and brand in an intercultural context	A6513	B784	C2
3. To adopt decisions of price in an intercultural context	A6513	B784	C2
4. Adopt distribution decisions in an intercultural context	A6513	B784	C2
5. Adopt decisions of communication in an intercultural context	A6513	B784	C2

Contents

Topic	Sub-topic
International Marketing and Culture	1. The cultural context of global marketing 1.1. Understanding the role of culture 1.2. Culture and nationality 1.3. Culture, competence and stereotypes 1.4. Ethnocentrism and self-referral 2. Cross-Cultural network 2.1. Interaction models 2.2. Attitudes towards the action based on the culture 2.3. Cultural suppositions and actual behavior 3. Language, culture and communication 3.1. Verbal communication 3.2. Nonverbal communication 3.3. Internet, the global communication 3.4. Big Data and Internet of Things
Integration of the local consumption in an environment of global marketing	4. Cross Cultural Behavior 4.1. Culture and consumer behavior 4.2. Multicultural consumption 4.3. Marketing 3.0 4.4. Neuromarketing 5. Local consumers and the globalization of the consumption 5.1. Free Trade Doctrine 5.2. Global convergence and consume 5.3. Emergent models of local / global behaviors
Decisions of marketing in an intercultural environment	6. Strategies of marketing-mix (I) 6.1. Product standardization or adaptation 6.2. Attributes of the product 6.3. Meaning of the price 6.4. International strategies of price 7. Strategies of marketing-mix (II) 7.1. Distribution channels 7.2. The role of the distribution 7.3. Influence of the culture on the attitudes towards the advertising 7.4. Globalization of the advertising 7.5. Other communication tools 8. Intercultural Sensitivity 8.1. The Grow Process in intercultural sensitivity 8.2. The Grow Process in integration strategies 8.3. Multicultural teams 9. The intercultural Negotiation 9.1. The negotiation process 9.2. International negotiating tactics 9.3. Intercultural negotiation 9.4. Styles of negotiation 10. The brand, the culture and the development of an international strategy 10.1. Brand concept and culture 10.2. Image and brand identity 10.3. Mission and vision of the company 10.4. Development of the market across the cultures 10.5. The brand and the communication strategy

Planning

Methodologies  ::  Tests
	Class hours	Hours outside the classroom	Total hours
	40	40	80
	10	30	40
	0	20	20
Lecture	0	0	0
Mixed tests	6	0	6
	4	0	4
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies

Methodologies   ::  

	Description
Lecture

Personalized attention

Description

Assessment

	Description	Qualification
Mixed tests		Supondrá el 50% de la calificación de la asignatura
		Supondrá el 20% de la calificación de la asignatura (con una ponderación en función de la participación y asistencia a clase entre 0,5 y 1,5).
Others		It will suppose 20 % of the qualification of the course (With a weighting depending on the participation and assistance to class between 0,5 and 1,5).
Other comments and second call

ADDENDUM

Contingency plan due to COVID-19 emergency conditions that prevents from presence based teaching

COVID-19 Teaching Guide Addendum Access Link

Sources of information

Access to Recommended Bibliography in the Catalog ULE

Basic	Dawn Burton, Cross-Cultural Marketing, Routledge, 2009 Frank Bradley, International Marketing Strategy, Prentice-Hall, 2006 Jean-Cluaude Usunier & Julie Anne Lee, Marketing Across Cultures, Pearson, 2012 Olegario Llamazares, Plan de Internacionalización para Empresas, Global Marketing, 2017
Complementary

Recommendations

Subjects that it is recommended to have taken before

INTERNATIONAL MARKETING / 00512013