Educational guide | ||||||||||||||||||||||||||||||||||||||||
IDENTIFYING DATA | 2022_23 | |||||||||||||||||||||||||||||||||||||||
Subject | CROSS-CULTURAL MARKETING | Code | 00512030 | |||||||||||||||||||||||||||||||||||||
Study programme |
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Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||||||||||||||||||||
6 | Compulsory | Fourth | First |
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Language |
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Prerequisites | ||||||||||||||||||||||||||||||||||||||||
Department | DIREC.Y ECONOMIA DE LA EMPRESA |
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Coordinador |
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pgutr@unileon.es esgam@unileon.es |
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Lecturers |
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Web | http:// | |||||||||||||||||||||||||||||||||||||||
General description | This course will provide the contents and skills required to develop cross-border marketing actions, taking into account the differences between people, languages and culture. | |||||||||||||||||||||||||||||||||||||||
Tribunales de Revisión |
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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 | |||||||
Personal tuition | 0 | 20 | 20 | ||||||
Tutorship of group | 10 | 30 | 40 | ||||||
Presentations / expositions | 40 | 40 | 80 | ||||||
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 |
Description | |
Personal tuition | |
Tutorship of group | |
Presentations / expositions | |
Lecture |
Personalized attention |
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Assessment |
Description | Qualification | ||
Mixed tests | The final test of the course, individual and written, will include multiple choice questions, taking place on the date established for this purpose in the school calendar for the realization of the tests corresponding to the period to complement the continuous evaluation of students. | It will account for 50% of the mark for the course. | |
The work will be done in groups according to the indications of the professors. They will be exposed in the place, day and time indicated by the professors, within the sessions contemplated for this purpose. In the written report, the choice of the topic, the application of the contents of the course, the structure, the clarity and correctness of the writing and presentation, the use of bibliographical sources and other sources of information, the quality of the analysis, and the ability to draw conclusions and their practical applicability will be assessed. On the other hand, in the exposition, the capacity of synthesis, the capacity of oral expression and the quality of the presentation made with the participation of all the members of the group in a limited interval of time will be valued. |
It will represent 20% of the mark of the course (with a weighting depending on the participation and attendance to class between 0.5 and 1.5). | ||
Others | The evaluation of practical contents will be based on the reports corresponding to the work proposed in the classroom and its correction, weighting the grades with the evaluation of the students' participation and attendance to class. | It will suppose 30 % 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 | |||
To pass the course it is necessary to pass each of the parts (assignments, group work and written tests) separately. That is to say, it is required to pass (obtaining a minimum of 5 points out of 10).
The above is also valid for the second ordinary exams (including December). In this case, the sections of practices and / or work done in the period of continuous assessment will not be recoverable in the second ordinary call.
In the extraordinary call in December, the evaluation system will consist of an exam on the contents and competences of the course. In order to pass the course it will be necessary to obtain a minimum of 5 points out of 10.
During the development of the tests it will not be allowed to handle any material. The possession and use of mobile and/or electronic devices during the tests is strictly forbidden. The simple possession of such devices as well as notes, books, folders or various unauthorized materials during the evaluation tests, will result in the immediate withdrawal of the exam, expulsion from it and its qualification as failed, communicating the incident to the Academic Authority of the Center to carry out the actions provided in the Guidelines for Action in Cases of Plagiarism, Copying or Fraud in Exams or Evaluation Tests, approved by the Standing Committee of the Governing Council of January 29, 2015. |
Sources of information |
Access to Recommended Bibliography in the Catalog ULE |
Basic |
Dawn Burton, Cross-Cultural Marketing, Routledge, 2009 Marieke K. De Mooij, Global Marketing and Advertising: Understanding Cultural Paradoxe, Sage Publications Ltd, 2021 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 | ||
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