Professional Documents
Culture Documents
COURSE SYLLABUS
1. COURSE DESCRIPTION
The course provides a background for understanding and managing cultural synergy and human dynamics in a multi-cultural business environment. The emphasis is on interpersonal and organizational communication management within a cross-cultural business and marketing environment. Diversity of cultural values and communication patterns in dynamic business and lifestyle systems are analyzed and discussed.
2. LEARNING OBJECTIVES
The main learning experience in this course is placed on communications aspects of marketing management in cross-cultural environment, through the use of interactive class sessions, case studies and independent research. Hence, students successfully completing this course will be able to: become aware of and sensitive to the multiplicity of cultures as they relate to management and marketing communications (e.g., work attitudes and consumer behavior) apply knowledge paradigms in cross-cultural communication to generate broader understanding of similarities/differences in order to manage internal, organizational and external levels of communications in a dynamic workplace and marketplace demonstrate an appreciation and awareness of the complexity of operating in the global marketplace review contemporary literature examining variety of thought and communication patterns as they pertain to communication convergence and divergence develop critical thinking ability and problem-solving skills through experiential learning , i.e., case study analyses. critically evaluate some of the major debates occurring in the field of cross-cultural communications
3. CLASS ENVIRONMENT
In order to achieve previously identified course objectives, we will follow an interactive class format. Students are expected to come to class, take notes and prepare the assigned class material for each session, i.e., readings and/or case studies. In the interest of providing a meaningful learning experience and creating an exciting class environment, students' thoughtful participation is required, whereby students' own experiences, comments, anecdotes ought to be shared, and relevant issues and questions raised in class. Considering the intensive nature of this module and heavy emphasis on class discussion and interaction, attendance of all sessions and class participation are necessary for a successful completion of this course.
Course overview. Class introductions Introduction to Cross Cultural Communications: Myths about globalization, strategic approaches and the role of communication Conceptual Framework for the course: The three levels of cross-cultural business communications Communication and organizational culture: Case Study 1: DISNEYLAND FRANCE CASE. Class Discussion.
Reading Materials Session 1: Deresky, Helen (2002). International Management: Managing Across Borders and Cultures (4th ed.- International Edition). Chapters 1-3 Case study 1: DISNEYLAND FRANCE CASE. a. Hill, Charles W.L. (2000). Disney in France. In International Business, Competing in the Global Marketplace. Irwin McGraw Hill, pp. 106-107. b. Faulk, S. and Usunier, J.C. (2003). Setting the stage: Disneyland Resort Paris. HEC University of Lausanne (Switzerland) MK-07-003, 10p. Cagni, P. (2004, August 30). Think global, Act European. Strategy + Business e-news. Booz Allen Hamilton Inc., 4p.
Kallat, F. and Kimmel, A.J. (2002). Marketing in Culturally Diverse environments: The Case of Western Europe. Business Horizons, July/August, 30-36.
SESSION 2 a
Culture as the core for understanding diverse communication patterns in an international environment. Implications for marketing and management. Key concepts. Cross-cultural IQ Quiz. Cultural communication models. Individual cultural profile. Desired cross-cultural communication outcomes
Reading Materials Session 2a: Deresky, Helen (2002). International Management: Managing Across Borders and Cultures (4th ed.- International Edition). Chapters 3-6 Rosenzweig, Philip M. (1994). National Culture and Management. Harvard Business School, HBS 9-394-177. Walker, D., Walker T. & Schmitz J. (2003). Cultural Orientations Model. In Doing Business Internationally: The Guide to Cross-Cultural Success.(3rd Ed.) Chicago, IL: McGraw- Hill Publishers, Chapter 3
SESSION 2b
Advertising and Promotional Strategies in Cross-cultural Environment Integrated Marketing Communications Issues in CC Advertising, Global Promotion and Personal Selling In-class Discussion: Advertising assignment
Reading Materials Session 2b: Dolan, R. (1999). Integrated Marketing Communications. Harvard Business School, HBS case 9599-087, pp. 316-327. Johansson, Johny K. (2003). Global Advertising, Chapter 15. In Global Marketing, 3rd ed, Irwin McGraw Hill, pp. 472-495.
SESSION 3
In Class Final Examination (45 min) Term Project Presentations Closing Thoughts and Course Feedback
6. GUIDELINES FOR HOMEWORK ASSIGNMENTS DUE ON THE FIRST DAY OF CLASS, APRIL 15, 2005
A. CASE STUDY ANALYSIS This is an individual assignment. You need to prepare a 1-3 page case analyses for Case Study DISNEYLAND PARIS (2 articles). A written (typed) analysis is to be handed at the beginning of the class on the dates specified. Late cases cannot be accepted as the case represents a basis for class discussion. The analysis of the case should be written in management summary form and should not exceed 1 - 3 pages with line spacing 1.5. See guidelines provided by Ekin (2001). B. ADVERTISING ASSIGNMENT You need to find, analyze and bring to class a sample of an advertisement from a print media. The advertisement may come from a Croatian or international source, from your own culture or from another culture (for example, from a German/Italian magazine, newspaper, newsletter, etc). WRITTEN ANALYSIS OF YOUR AD. You need to first describe the story or the content of your advertisement and provide exact source of the ad (citation). Then, you need to analyze what cultural traits are reflected in your ad. Lastly, answer the following questions with respect to your ad: 1. Do the SYMBOLS used in your advertisement and the IMAGE communicated carry the same meaning across cultures? 2. In your ad, are the product/service FEATURES desired by consumers the same across different cultural markets? 3. Are the USAGE conditions for the product/service in your ad similar across different cultural markets? WRITE-UP (1-2 pages) AND CLASS PRESENTATION. Be prepared to show your ad in class using the printout (unfortunately, no electronic video files can be used) and discuss your findings.
Walker T. & Schmitz J. (2003). Doing Business Internationally: The Guide to Cross-cultural Success, Chapter 3.) Every group member is responsible for specific topic(s) which need to be coordinated with other group members. Individual topics should be combined in a single paper of about 20-25 pages in length, following the guidelines for written assignments described in this syllabus. The paper should consist of the following sections: an introduction, the main body (individual topics organized with headings and subheadings) and a conclusion. A minimum of five different references are required to be used, and listed in the text itself and at the end of the report following (for referencing style, see this syllabus- Required Course Materials). The references should demonstrate an intensive library/Internet search and/or field study. Personal interviews with natives of the culture are a very good additional source of information for this project. I recommend that you do NOT use books but rather research articles as a reliable source of your information. c) In-class Presentations May 14, 2005 The project will be presented orally in a form of a 15-20 minute in-class presentation (depending on the number of students). You do need to utilize tools for effective presentation such as power point slides, pictures, exhibits, etc. Case project presentations should be stimulating and interactive. "Anything" goes as far as making the case stimulating and interesting! Use any tools and "toys" to make the presentation a learning experience for the class as well as an interesting way of tackling a "real-life" international business situation. You may wish to provide pictures or other artifacts related to the project theme, create class participation by providing simple exercises related to the issues presented, and/or perform role play exercises highlighting the cultural issues explored in the project. Before each group presentation, the presenters need to distribute a synopsis of the presentation, e.g., a hard copy of a Slide Sorter view (3 - 6 slides per page) and/or an Executive summary of the case- (1-2 page) to everyone in class. NOTE: the term paper & presentation grade constitutes 30% of your final grade in this class.
2. For book chapters surname, initials (year), "chapter title", editors surname, initials, title of book, publisher, place of publication, pages. e.g. Bessley, M. and Wilson, P. (1999), "Marketing for the Production Manager" in Levicki, J. (ed.), Taking the Blinkers off Managers, Broom Relm, London, pp. 29-33. 3. For journal articles surname, initials (year), "title of article", journal name in full, volume, issue number, pages. e.g. Greenwald, E. (2000), "Empowered to serve", Management Decision, vol. 33 no. 5, pp. 6-10. 4. For electronic sources If available online, the full URL should be supplied at the end of the reference. Also add the date of the article published on the Internet, AND the date when you accessed this website! You need to attach the first page of the printout in your paper appendix. PLAGIARISM. When writing papers for this or any other class, remember that plagiarism can be a serious issue. You always need to provide the sources of your information and give appropriate reference/citation (in the text and at the end of your report) for anything that you have not personally discovered and/or is not a common knowledge. In addition to the content, neatness and presentation of the written paper contribute significantly to your grade.
9. APPENDIX