Innovations in business practice
Course period: 1.
Year of study: 2.
Compulsory optional module
The aim of the course is to acquaint students how to effectively communicate in a multicultural environment with the customer, to resolve conflicts in appropriate ways at home, but especially abroad in organizations of various sizes and types.
Brief module description:
Intercultural communication - definition, theoretical background Intercultural aspects of marketing. Cultural aspects of the marketing mix in the countries of the European Union. Perception of marketing and business activities by domestic customers in an international environment. Shortcomings in the communication mix of multicultural societies. Factors influencing the communication process in international markets. Gender, religion, values and attitudes influence different communication appeals international communication. Conflicts in the international environment of communication with customers. Multicultural marketing International advertising organizations.
