Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2021/2022
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 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 independently, 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

Language:
ITALIAN AND ENGLISH.
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.
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; cross-cultural marketing. The second module of 3 ECTS, which completes the course of 9 ECTS, will focus on an analysis in depth of Middle-East, South-East Asia, and Confucian Asia.
Suggested Readings For The Course of 9 ECTS (6 + 3)
Calvelli A., Cannavale C. (2013), Competenze culturali e Internazionalizzazione delle Imprese. Giappichelli Editore, Torino.
Lecture notes on cross-cultural marketing.

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; cross-cultural marketing.
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 (30 hours): overview of the main models, critical analysis of them and of the overlapping they present. Analysis of the main factors of culture. The effects of religion and history on culture, application on SMCs.
Section III (10 hours): Cross-cultural marketing: challenges, approaches and perspectives.

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 (Chapters: 1, 2, 3, 4)

Lecture notes given by the professor.
Students who want to study all in English can download the chapters in English as well as the lecture notes from the e-learning platform.

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 based on open questions, and an oral exam. In case of lock-downs, the written exam will be on the e-learning platform of the University and non-attending students will have both open and closed questions. For attending students, there is the possibility of a mid-term exam, whose notes will be part of the final score together with the result of the final exam and the points given to the project.

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 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.

Mutuazioni