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: 
3
Year of study: 
1
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
24

Language

Italianand 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 program of 9 ECTS (this is the second module) is the following. LANGUAGE
Lessons will be both in English and Italian
according to the topic and to the linguistic 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.
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.
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 effects of culture on marketing.

Reading:
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.

The module is dedicated to cross-cultural marketing. Students will learn the main models used in this field, their benefits and limits. The basic principles related to the adptation of the marketing-mix will be discussed, and students will understand the extent to which cultural values affect needs, behavious and customer satisfaction.

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.
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.

Textbooks

SUGGESTED READINGS
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

The evaluation of this module is based on the project work. For non attending students, the topic will be part of the written exam.

More information

Lessons will be both in English and Italian according to the topic and to the linguistic 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.