Doing Business in Europe – Intercultural Competences and Strategies

Course Description

The course examines the issues of intercultural competence, cultural identity and cultural diversity in a European business and marketing context. Various case studies will be considered from strategic, organizational, and marketing perspectives.

This course will enhance students’ understanding of the wide variety of intercultural competences necessary to do successful business in Europe. Special attention is paid to the present burning economic and marketing issues of the European Union, business ethics and the standards of Corporate Social Responsibility. It will be highlighted how culture interacts with different types of marketing strategies in order to influence consumers’ satisfaction.

Companies in different parts of Europe will be subject to analysis, including their efforts to work successfully across borders.

Learning Objectives

Students will be involved in a process of self-reflection through learning about the different stages of cultural adaptation in a European business environment.

They will be able to recognize the power of culture in various business environments and develop a strong awareness about it. They will develop valuable skills and acquire profound knowledge in dealing with intercultural issues in Europe and globally.