Cross Cultural Communication and International Marketing

Cross Cultural Communication

Contents:
• Living in a foreign country and working across cultures require special skills and knowledge about different cultures and the business behavior in other countries.
• The purpose of the course is to give the students an understanding and a knowledge of cultural communication seen from various aspects of business life.
• Cultural knowledge, skills and competences are placed in a marketing, market communication, organizational, management and business negotiation perspective.
• The students will not only gain a theoretical understanding and knowledge of various cultural theories but by the inclusion of a number of best- case examples from Denmark and internationally also gain insight and competences in how to market, communicate and negotiate in an international environment.
• Furthermore they will learn how organizations are designed and structured and managed and how to work in effective teams.

International Marketing

Contents:
• How and why companies go international is the main element of this course. This educational element includes the company's internationalization and internationalization strategies, including market selection, how to enter new markets as well as the modification of the marketing mix effort to adapt to new markets. In addition to this, the educational element also includes culture and the significance of this for the marketing mix effort.
• How companies are responding to changes in the environment as a trigger going international and what issues the company is facing when benchmarking against international competition. The company’s internal sources of competitiveness are matched against the external opportunities and threats.
• From a marketing point of view which market offers the most opportunity when considering the company´s size and financial strengths. How can the company choose an entry mode into the selected market and what does the company need to be aware of in terms of risk assessment weighed against market opportunities.
• Once decided on a new market, the company must develop a marketing mix that considers the cultural end traditional aspects of the new market. The company must decide which elements to standardize and which elements of the marketing mix to adapt to the realities of the new market.
• The cultural aspects of the any market considered is analysed with respect to the impact on the marketing mix as well as the implications for personto-person negotiations when entering a new market. In cooperation with Cphbusiness international partners1 this elective will work on a real project for an international company. The content of the elective is project
management in an international environment using digital tools for solving a problem for a company.

The graduate will possess knowledge of:
• Theories of internationalisation
• Methods of assessing market attractiveness and competitive strengths
• Pest analysis, with a focus on the Economic environment and basic factors such as GDP, inflation, balance of payment.
• Cultural theories, dimensions, and dilemmas
• Learning about cross-cultural management and how organizations are designed.
• Learning how to consider culture with regard to the marketing and communication perspective.
• Learning how to negotiate
• Understanding the business culture in Denmark and our management theories. The graduate will be able to:
• Methods of assessing market attractiveness and competitive strengths
• Assess the company’s readiness to go international
• Analyse and select most appropriate market for expansion
• Develop a strategy for entering new markets
• Develop an international marketing mix
• Analyse and assess the cultural implications of going international
• Interpret the economic environment of a country.
• Use key theories and concepts that are important to the company’s internationalisation.
• The graduate will be able to put theories into practice with focus on doing business in an international environment. The graduate will be able to:
• Manage development-orientated situations in connection with decisions relating to the company’s internationalisation.
• Participate in academic and interdisciplinary collaboration in a professional manner in relation to the preparation of the company’s internationalisation.
• In a structured context, acquire new knowledge, skills, and competencies in relation to the company’s internationalisation
• The graduate will be able to work together with other people in an international environment.

Only global semester students