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Cross-Cultural Management and Marketing
Course Description
The main aim of the course is to prepare students to identify and analyze challenges and opportunities in a global environment. Students will be given an insight into trust building and working across cultures at a distance and the verbal and non-verbal communication in an international context. Furthermore, the aim is to provide students with knowledge about globalization, strategic implication and challenges, open innovation, crowd sourcing and communities of practice.
Finally, the course will develop student insight into product standardization, adaptation and types of user value, design thinking, service design, cultural dimensions, the nexus of language, business innovation in a value context and the role of marketing for innovation.
Course period
30 July – 24 August, 2012
Application deadline
28 March 2012
ECTS credits
10 ECTS
Recommended Prerequisites
Familiarity with sales and marketing.
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Practical information about Summer School participation