Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2019/2020
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.

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

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.
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 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.

Teaching Methods

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.

Textbooks

Collection of papers students can download from the moodle page of the course

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

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.

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