Intercultural Marketing is a concentration in the programme MA in International Business Communication, IBC. The MA IBC is also offered with the concentration Multicultural Communication in Organizations.
MARKETING PROCESSES IN AN INTERCULTURAL PERSPECTIVE
The concentration Intercultural Marketing offers the opportunity to work with strategic planning of marketing processes in companies and to learn how they relate to the company’s resources, its environment surroundings and the current market situation. You will also gain insight into the relation between market planning and strategy and the company’s overall business strategy.
You will obtain an understanding of the relationship between consumption and culture, and how research in consumer behaviour and consumer analysis can be used for the development of branding and market strategies. The focus is on intercultural differences in consumption and their consequences for marketing. Furthermore, you will obtain an understanding of cultural differences at both an organisational and a societal level and how such differences influence e.g. communication, management behaviour, business cooperation and mergers.
At ICM the focus is on marketing in foreign markets. You will work with cases such as the evaluation of whether an international company should devote its efforts to globally or locally adapted marketing or the analysis of the organisational and managerial issues that follow an international acquisition.
MARKETING IN THEORY AND PRACTICE
You will work with theories of management cultures in different parts of the world, intercultural management and business cooperation, consumer sociology, globalisation processes, branding, and intercultural marketing. You will obtain a solid theoretical knowledge, various tools and models and learn how to apply these in order to identify, analyse and solve problems within the area of intercultural marketing.
In multicultural organisations people have different linguistic and cultural backgrounds which can easily lead to misunderstandings when communicating. Furthermore, in many multicultural organisations English is the lingua franca i.e. the common language of communication between people who do not necessarily have English as a native language. Targeting the communication to your audience is therefore important to ensure that everyone gets the information that they need. You will learn to analyse and produce texts within the different genres that are found in international organisations and how to target your communication to audiences with different linguistic and cultural backgrounds. You will work with management information and stakeholder communication and learn how to share knowledge and information through hands-on experience with e.g. annual reports, internal memos, press releases and international negotiations.
ENGLISH AT THE HIGHEST PROFESSIONAL LEVEL
During the course of the ICM you will also have the opportunity to develop excellent communication skills in English. The programme aims to make you the English-expert at both a strategic and a practical level. You will be able to analyse the language needs in an organisation, to develop a strategy in order to fulfil these needs and to implement this strategy. You will also be able to analyse, advise and reflect on other professionals’ English communication and give them feedback based on your knowledge of the English language, its structure and grammar and the communication strategies needed to manage professional communication.
Finally your practical skills in English – both written and oral – will be trained by producing many different types of texts and through oral presentations, negotiations and interaction. You should also be aware that you will be evaluated on your English skills both when it comes to form and content and not least how well you manage to target the message to your audience.
You are qualified for (but not guaranteed) admission to the programme if you:
A) Fulfil the entry requirements below
B) Fulfil the language requirement
C) Have a bachelor degree (or will by study start)
SPECIFIC ENTRY REQUIREMENTS
The MA in International Business Communication (IBC) is the natural progression for the “BA i engelsk og organisationskommunikation” and the “BA i europæisk business – engelsk”, both from CBS. Applicants with these bachelor degrees fulfil the entry requirements for the MA IBC.
Applicants with one of the degrees mentioned above, graduating the same year as applying, are automatically qualified for and ensured admission at the programme, but not at a specific concentration and will be subject to Selection Criteria, see below.
Applicants who do not have one of the above mentioned bachelor degrees can also be qualified for the programme if the academic areas listed below are covered to a sufficient extent. Your educational background will be subject to an overall individual assessment in order to establish if the following specific entry requirements are met:
|30 ECTS-points in English language studies (different from language requirement – BOTH are needed) – for more information and examples of courses see below|
|15 ECTS-points in total within the following areas:
(min. two out of the three must be covered with min. 5 ECTS-points each)
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