Október - 2019
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Tantárgyi program 2019/2020


I. Alapadatok

A tantárgy kódja:CULCO_VTMAR
A tantárgy megnevezése (magyarul):Cross cultural communication and marketing
A tantárgy neve (angolul):Cross cultural communication and marketing
A tanóra száma
(Előadás + szeminárium /gyakorlat/egyéb):
lecture+seminar
Kreditérték:6
Becsült hallgatói munkaóra: (kpx30)180
A tantárgy meghirdetésének gyakorisága:Autumn/Spring semester
Az oktatás nyelve:English
Előtanulmányi kötelezettségek:-
A tantárgy típusa:
Tantárgyfelelős tanszék:Marketingkutatás és Fogyasztói Magatartá Tanszék
A tantárgyfelelős neve:Dr. Malota Erzsébet

II. A tantárgy célja (a fenntarthatóság szempontjai)

A tantárgy célja:
Upon completion of the course students should be able to:
understand the role of cultural differences in intercultural communication and marketing strategies
use the appropriate cultural models and theories
identify several country stereotypes and images
develop decision-making and analytical skills through the use of real cases and exercises
develop cultural understanding and tolerance
develop skills on how to work effectively as part of a team, and build a cooperative atmosphere among team members while analysing and presenting group projects.


A fenntarthatóság szempontjai:
ethical issues are covered during the course regarding branding and communication


IV. A tantárgy tervezett tanulási eredményei (fejlesztendő szakmai kompetenciák)

Tudás:
Knowledge of stereotypes and stereotype models
Knowledge of definitions and concepts of culture shock and process of cultural adaptation
Application of intercultural communication models
Getting insights into the main cultural models (Hall, Hofstede, Trompenaars)
Being able to identify the impact of culture on marketing activities
Knowing the different foreign markets (advantages and disadvantages, cultural differences)
Understanding the challenges of global consumption and differences between cultures regarding consumer behavior
Understanding issues of standardization and adaptation with international branding and communication


Képesség:

Working in teams with team members from different cultures
Develop communication skills in order to present cultural characteristics and international marketing plans
Develop analytical sills regarding international marketing activities
Develop skills to identify cultural differences and their effects on international marketing


Attitűd:
Being open to other cultures, intercultural communication issues
Being open to tolerant and emphatic behavior regarding cultural differences
Open to share opinions in class
Being open to accept differences in class discussions
Keeping the ethical norms of class


Szakspecifikus tanulási eredmények (opcionális)

Szak/képzés megnevezése:


Tudás:


Képesség:


Attitűd: