Module type: compulsory
Teaching format: Seminar (SU)
Frequency: weekly
Language of instruction: English
Semester: 2
SWS: 4
ECTS credits: 5
Workload: 50 / 40 / 40 / 20
Learning Outcomes (Skills, Knowledge, Attitude)
This module is intended to foster deep understanding of the impact of culture on communication, negotiation, leadership and campaign design in the field of marketing management. After successful completion, students will have insights and intercultural communication skills to synergetic collaboration within an organisation, international partnerships and marketing campaigns. Following practical-based activities, simulations and cooperational projects with companies, students will be able to prepare, participate in and lead effective cross-cultural business negotiations and contribute to transcultural marketing campaigns with expertise.
Competences
Professional
After successful completion of this module, students will be able to communicate, negotiate and lead teams across international and cultural borders and conventions effectively and appropriately in English. They will be able to avoid cultural misunderstandings and encourage and manage synergies. They will also be familiar with core aspects of cultural marketing and culturally driven consumer behaviour in order to identify, implement and manage tailored transcultural marketing solutions efficiently and successfully. Practical contribution to international marketing campaigns for a real business will provide students with insights into different strategies, client needs and approaches both product/service-based and culturally.
Methodology
After successful completion of this module, students will be familiar with leading intercultural theory, research and tools in business and marketing and able to analyse and apply them critically and appropriately. They will be facilitated to anticipate, recognize and understand new communication styles and patterns in interpersonal situations and digital environments. Following practical tasks, students will be able to reflect on, create and implement appropriate communication concepts in an intercultural context for specific as well as global reach.
Self-development
After successful completion of this module, students will be able to analyse their own cultural profile and assume roles and functions in culturally variable contexts as well as design, adjust and continually develop their negotiation strategies in particular. They can understand cultural subtexts in communication and behaviours in both social and professional contexts and manage them effectively for synergetic effect.
Social skills
Through analysis and application of intercultural communication models and practical experience tasks, students will be able to handle new situations and exchanges in both social and professional contexts. Additionally, they will be in a position to share their knowledge to further effective intercultural communication. They can handle culturally variable communication, leadership styles, business practices and structures and manage interculturally complex situations with appropriate negotiation competence. Furthermore, students will be able to participate in or lead cross-cultural teams confidently and on a technically appropriate level.
Topics
• Globalisation and localisation
• Cultural Marketing
• Intercultural communication in business
• Cross-cultural Management
• Cross-cultural negotiation in English
Teaching and learning methods
• Interactive seminar
• Reflection and discussion
• Simulations and practical activities
• Case studies
• Group work and projects
• Tutorials
• Independent research and presentations
Literature
• Barmeyer, Christoph, Bausch, Madeleine & Ulrike Mayrhofer (2021) 'Constructing intercultural management: integrating cultural differences successfully'. Cheltenham: Edward Elgar.
• Brett, Jeanne, M. (2014) Negotiating Globally: How to Negotiate Deals, Resolve Disputes, and Make Decisions across Cultural Boundaries'. 3rd ed. San Francisco Jossey-Bass.
• Browaeys, M. & Price, R. (2015) 'Understanding Cross-Cultural Management'. 3rd ed. Harlow: Pearson.
• Comfort, Jeremy and Franklin, Peter (2014) 'The Mindful International Manager'. London: Kogan Page.
• East, Robert et al. (2022) ‘Consumer Behaviour: Applications in Marketing’. London: Sage.
• Fry, Roger, Ury, William & Patton, Bruce (2011) 'Getting to Yes: Negotiating an Agreement without Giving In'. London: Random House.
• Gannon, Martin, J. & Pillai, Rajnandini (2016) 'Understanding global cultures: metaphorical journeys through 34 nations, clusters of nations, continents, & diversity'. 6th ed. Thousand Oaks: Sage.
• Ghauri, Pervez, N. & Usunier, Jean-Claude (eds.) (2003) 'International Business Negotiations. 2nd ed. Bingley: Emerald Group Publishing.
• Gudykunst, William, B & Ting-Toomey, Stella (1988) 'Culture and Interpersonal Communication'. Newbury Park: Sage.
• Hall, Edward, T & Hall, Mildred, Reed (1989) 'Beyond Culture'. 2nd. Ed. New York: Anchor Books.
• Hall, Eduard (1990) 'The Silent Language'. New York: Anchor Books.
• Hall, Edward, T & Hall, Mildred, Reed (1990) 'Understanding Cultural Differences, Germans, French and Americans'. Boston, London: Intercultural Press.
• Hofstede, Geert (2001) 'Culture's Consequences'. 2nd. ed., London: Sage.
• Katz, Lothar (2017) 'Negotiating International Business'. 7th ed. North Charleston: Create Space.
• Khan, Mohammad Ayub & Ebner, Noam (2019) 'The Palgrave Handbook of Cross-cultural Business Negotiation'. Cham: Springer International Publishing:
• Maude, Barry (2014) 'International Business Negotiation: Principles and Practice'. Basingstoke: Palgrave McMillan.
• Mooij, Marieke de (2019) ‘Consumer Behaviour & Culture’. 3rd. ed. London: Sage.
• Mooij, Marieke de (2019) 'Global Marketing and Advertising: Understanding Cultural Paradoxes'. 5th. ed. London: Sage.
• Rapaille, Clotaire (2015) 'The Global Code: How a New Culture of Universal Values is Reshaping Business and Marketing'. New York: St. Martin's Press.
• Rings, Guido (2020) 'The Cambridge Handbook of Intercultural Communication'. Cambridge: Cambridge University Press.
• Sebenius, James and Lax, David (2006) '3D Negotiation: Powerful Tools to Change the Game in Your Most Important Deals'. Boston: Harvard Business School Press.
• Spencer-Oatey,
Helen et al. (2022) 'Global Fitness for Global People: How to Manage and
Leverage Cultural Diversity at Work'. Melbourne: Castledown.
• Singh, Amandeep et al. (2023) 'Cultural Marketing and Metaverse for Consumer Engagement'. Hershey, PA: IGI Global.
• Trompenaars, Alfons, & Hampden-Turner, Charles (2012) 'Riding the Waves of Culture: Understanding Cultural Diversity in Global Business'. 3rd edn. New York: McGraw-Hill.
• Usunier, Jean-Claude (2019) 'Intercultural Business Negotiations: Deal-Making or Relationship-Building?' Abingdon: Routledge.
• Usunier, Jean-Claude & Lee, Julie Anne (2013) 'Marketing Across Cultures'. 6th. ed. Harlow: Pearson.
• Western, Simon & Garcia, Eric-Jean (2018) 'Global Leadership Perspectives: Insights and Analysis'. London: Sage.
Cross-cultural Management and Negotiation