Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2020/2021
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Credits: 
6
Year of study: 
1
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
48

Language

Italian and English

Course description

The learning objectives of the course can be defined as follows:
- Knowledge and understanding: the student must be able to understand the impact that cultural values have on consumer preferences and, therefore, the way in which culture influences the marketing choices of companies. It must also be able to identify and understand the problems and challenges of intercultural communication and the impact that cultural values can have on the development of the company in the target market and on communication with actors from different cultural backgrounds.
- Ability to apply knowledge and understanding: at the end of the course, the student will be able to negotiate and communicate with actors from different backgrounds, promote behaviors that facilitate cultural interaction, work in multicultural teams and manage activities located in distant cultural contexts.
- Making judgment: once the main models of cross-cultural management have been learned, the student will be able to understand the limits of each of them and use the learned tools critically. Through the elaboration of project work, students will learn to independently search for information on target markets and to identify the key factors for a good cultural interaction with the actors of specific contexts.
- Communication skills: the student must be able to answer in a clear, binding and exhaustive manner both the questions of the written test and those of the possible oral test. Through the presentation of the project work, the student will also develop the ability to build a power point presentation and explain their analyzes in a synthetic way. Students are invited to do this work in English in order to improve their language skills.
- Learning skills: the student must demonstrate a good learning capacity by managing to deepen their knowledge on bibliographic references relevant and relevant to the field under study. The student will also have to demonstrate that he is able to apply the knowledge gained to management problems as well as to the development of marketing choices suitable for different markets.

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, in Italian and in English, 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.
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 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.
SUGGESTED READINGS
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.

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 3 sections, although a precise schedule is difficult because dependent on the class.
A possible division is the following:
Section 1 (8 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 (22 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.

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. If the COVID emergency continues, part of the lessons will be online.

Textbooks

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.

Learning assessment

For the students, a first moment of verification is represented by the presentation of the project work. Each group has 15 minutes to present the project in power point. A further 10 minutes are devoted to questions. All students (trainees and non-trainees) will have to take an exam, divided into a written assignment and an oral interview. The writing, depending on the evolution of the COVID emergency, can be done in person or online on the University e-learning platform. Should the test be carried out online, the task will consist of 5 open questions and 10 multiple choice questions. In the case of face-to-face exams, the test will consist only of open questions (8). The students have the right to divide the exam into two tests: an elapsed test and a final test. In this case the number of questions foreseen is: 7 with multiple choice and 4 with open answer in the case of an online test; 5 open questions in the case of face-to-face test. All students who have taken the written test participate in the oral session: those who have not passed view the test to understand the gaps that have emerged; those who have passed view the assignment to understand the errors made and, if necessary, answer some oral questions to supplement the writing. The mark, out of thirty, will be the result of the two tests and, for those who follow the course, of the project developed and presented.

More information

Lessons will be both in English and Italian, but foreign students can have all explanations and also the readings in English. According to the topic and to the lingustic 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.

Mutuazioni