Marketing communication in a multicultural environment
| Structure Type: | Course |
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| Code: | KD06BNMA011 |
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| Type: | Compulsory |
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| Level: | Bachelor |
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| Credits: | 3.0 points |
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| Responsible Teacher: | Koski, Miia |
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| Teacher Team: | Koski, Miia |
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| Language of Instruction: | English |
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Learning Outcomes
Students will be competent in assessing challenges of multicultural marketing communication. They will have readiness to select the best possible promotion mix according to cultural differences. Students will possess knowledge of how cultural aspects change marketing communications and how marketing process and a multicultural organization works.
Student's Workload
- lectures and guided practice 15 h
- E-learning and guided exercises 16 h
- independent work 50 h
Prerequisites / Recommended Optional Courses
- Introduction to Business Administration
- Business Communication
- Basics of Marketing
Contents
- Multicultural marketing communication
- Cultural differences and marketing materials
- Creating multicultural advertising campaign
Recommended or Required Reading
- Handouts and other materials as indicated by the lecturer
Mode of Delivery / Planned Learning Activities and Teaching Methods
- Lessons and functional case exercises, chat, games and discussions
- Portfolio/teamwork
- Guided web-studies and quizzes
- Sharing the cultural knowledge of attendees
Assessment Criteria
The course is assessed on a scale of 1 to 5.
Excellent (5)
Student is able to find and recognize hidden cultural information in product design, in naming, in story-telling, in visual elements such as video and picture materials and sounds. Based on this knowledge the student is able to create workable marketing communication campaign for selected countries and for selected purpose. Student is also able to recognize these hidden cultural codes in marketing materials and is able to analyze them. Student has assimilated the knowledge of cultural differences in how people understand advertising. Student recognizes cultural differences in own and in other students ways to understand marketing codes. Student is able to work in multicultural group and compromise if needed. Student is able to share and learn cultural knowledge in multicultural group.
Good (4-3)
Student is able to find and recognize hidden cultural information in product design, in naming, in story-telling, in visual elements such as video and picture materials and sounds. Based on this knowledge the student is able to create an example of marketing communication campaign for selected countries and for selected purpose. Student can recognize some hidden cultural codes in marketing materials but cannot analyze them. Student has learned general level how cultures understand advertising different way. Student recognizes some cultural differences in own and in other students ways to read advertising. Student finds it difficult to work in multicultural group but can compromise if needed. Student is able to share and learn cultural knowledge in multicultural group.
Satisfactory (2-1)
Student is able to find and recognize some hidden cultural information in product design, in naming, in story-telling, in visual elements such as video and picture materials and sounds. Based on this knowledge the student is able to create a draft of marketing communication campaign for selected countries and for selected purpose. Student barely recognizes hidden cultural codes in marketing materials and cannot analyze them. Student has learned general level how cultures understand advertising different way. Student recognizes few cultural differences in own and in other students ways to read advertising. Student finds it difficult to work in multicultural group but can compromise if needed. Student cannot share but is able to learn cultural knowledge from other members in multicultural group.
Assessment Methods
- Active participation in teaching and case exercises
- Case-work and presentation
- 3 quizzes
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