This course challenges the common wisdom of most Anglo-Saxon marketing gurus that have originated the current myths of global marketing. Starting from an analysis of cultural differences based on the Hofstede model, it explores the various psychological and social aspects of human behaviour that are culture-bound, such as concepts of self, personality, group influence, motivation, emotion, perception and information processing. It reviews various consumer behaviour domains and shows how culture influences consumption. Finally, it presents and analyzes consequences for branding and marketing communication strategy and suggests specific practical applications in global marketing and advertising.
After an introduction to global marketing, the day will be dedicated to the Hofstede Model of cultural dimensions that provide a deep understanding of different national cultures.
Day 2: Consequences for global marketing
Cultural differences influence both the way consumers behave and their response to advertising messages. The challenge in global marketing is not standardization for efficiency but finding opportunities and competitive advantage from cultural diversity.
Duration: 13, 16 May
Destinatarios
This programme is designed for Marketing and Advertising managers of International companies. Advertising agencies.
METHODOLOGY
The first teacher will deliver the theoretical part with a rich amount of statistical data to support it, the second will give anedoctical evidence through a wide collection of commercial videos from different countries. Students will be involved from the beginning in the process through an interactive approach.
