Università degli Studi di Napoli "Parthenope"

Teaching schedule

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First Semester
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Course description

The course aims at developing students’ cultural competence. In a globalised environment, firms have to produce and compete in very different countries, where culture can pose huge barriers to the effectiveness of inter-firms relationships, and also marketing practices. Firms need managers able to understand the challenges deriving from cultural differences, and able to manage cultural diversities.
At the end of the course, students will be able to understand the challenges connected to cultural distance, and cultural diversities, to understand the necessity to adapt to different markets, and the implications of cultural diversities with regards to management and marketing.
Students will develop the ability to apply models in a critical way, in order to implement effective negotiation techniques and communication, and to work in multicultural team. The will develop the ability to look for information indepentely, and to recognize valuable resources for their researches. At the end, they will be able to apply their knowledge to the analysis of specific situation, and to solve specific managerial and marketing challenges.
With regards to communication, thanks to project work, they will be able to build up a presentation and to synthetically present the results of their analysis both in Italian and English.


The course is addressed to master students in management. Students need to have basic knowledge in marketing and management, and also basic knowledge in International management would be appreciated.


The course will analyse the following topics: the strategic role of cultural competences; the diversity management; the main models of cross-cultural management; the relationship between country culture and business culture; the basic assumptions and the role of religion; an analysis in depth of Middle-East, South-East Asia, and Confucian Asia.
The course will be organised in lessons, discussions of papers and project works. The course is devided into 4 sections, although a precise schedule is difficult because dependent on the class.
A possible division is the following:
Section 1 (10 hours): limits of the "one size fits all approach, overview of the problems and issues connected to cultural differences, introduction to cultural competence.
Section II (18 hours): overview of the main models, critical analysisis of them and of the overlapping they present.
Section III (24 hours) analysis of the main factors of culture. The effects of religion and history on culture. Analysis in depth of the different cultural clusters: Middle-East, Confucian Asia, South-East Asia.
Section IV (20 hours): project works. Students are devided into groups to elaborate an analysis of one specific context and particularly of the effects that local culture can have on the entrance of foreign firms. Students present their analysis and the possible solutions to the highlighted problems.

Teaching Methods


Calvelli A., Cannavale C. (2013), Competenze culturali e Internazionalizzazione delle Imprese. Giappichelli Editore, Torino
Alternatively for those who want to study in English:
Collection of papers students can download from the moodle page of the course.

Learning assessment

More information