Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2018/2019
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
Italian
Credits: 
9
Year of study: 
1
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
72

Language

Italian and English

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.

Prerequisites

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.

Syllabus

Cross-Cultural Management
(SECS-P/08, 9 CFU)
prof.ssa Chiara Cannavale

LEARNING OBJECTIVES
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.
PREREQUISITES
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.

STUDY PROGRAM
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 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 analysis 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 divided 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.
SUGGESTED READINGS
Calvelli A., Cannavale C. (2013), Competenze culturali e Internazionalizzazione delle Imprese. Giappichelli Editore, Torino
Cannavale C. (2017), Il ruolo della competenza culturale nell’event marketing. Economia e diritto del terizario, n. 2

Alternatively for those who want to study in English:
Collection of papers students can download from the moodle page of the course.

ORGANIZATION
The course will be organised in lessons, discussions of papers and project works. lessons will be both in English and Italian according to the topic and to the langustic level of attending students. Project works will be developed in teams and presented in Italian or English according to students' preferences. Some lessons will be dedicated to exercises and discussions on specific topics.

EXAM
Students who follow the course will prepare and discuss their project works, which will be part of the exam. All students will do an exam, which is formed by a written exam, and an oral exam. The note on 30 will

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 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

The course will be organised in lessons, discussions of papers and project works.

Textbooks

Calvelli A., Cannavale C. (2013), Competenze culturali e Internazionalizzazione delle Imprese. Giappichelli Editore, Torino
Cannavale C. (2017), Il ruolo della competenza culturale nell’event marketing. Economia e diritto del terizario, n. 2

Alternatively for those who want to study in English:
Calza F., Cannavale C. (2014), Does cultural competence affect the success of international strategies? A case study analysis. World Review of Entrepreneurship, Management and Sust. Development, Vol. 10, Nos. 2/3, pp. 164-178.
Luthans, Doh., International management, Chapter 4, Mc-Graw-Hill
Schwartz S. H..(2012), An Overview of the Schwartz Theory of Basic Values. Online Reading in Psychology and Culture, Unit 2 Theoretical and Methodological Issues, Subunit 1 Conceptual Issues in Psychology and Culture, Article 11.
Huang Hai-feng, Chen Chao,Yao Wang, Beth. Meade. The Significance of Cross-cultural Management among Chinese Enterprises in International Business. Paper presented at The Intercultural Perspective in a Multicultural World. 11th NIC-Conference, Kristiansand
David Luna, Susan Forquer Gupta (2001), An integrative framework for cross-cultural consumer Behavior. International Marketing Review, Vol. 18 No. 1, 2001, pp. 45-69.
Cannavale C. (2017), Culture and Marketing. Students can download it from moodle
Cannavale C. (2017), An introduction to culture. The impact of religious values on IB. Adapted by Calvelli A., Cannavale C. (2013), Competenze culturali e Internazionalizzazione delle Imprese. Giappichelli Editore, Torino. Students can download it from moodle

ADDITIONAL TOPICS FOR NON ATTENDING STUDENTS
Students who don’t participate into the project work have to study also:
Fink G., Myrhofer W. (2009), Cross-cultural competence and management – setting the stage. European J. Cross-Cultural Competence and Management, Vol. 1, No. 1, pp. 42-65. Paper is for
Luthans, Doh., International management, Chapters 5, 6, 7 , Mc-Graw-Hill.
Smith P.B. (2006), When Elephants Fight, the Grass Gets Trampled: The GLOBE and Hofstede Projects. Journal of International Business Studies, Vol. 37, No. 6, pp. 915-921.

Learning assessment

Students who follow the course will prepare and discuss their project works, which will be part of the exam. All students will do an exam, which is formed by a written exam, and an oral exam. The note on 30 will be the result of the two parts.

More information

lessons will be both in English and Italian according to the topic and to the langustic level of attending students. Project works will be developed in teams and presented in Italian or English according to students' preferences. Some lessons will be dedicated to exercises and discussions on specific topics.