MKT 6490 Global Cross-Cultural Business & Marketing Communication

3 Hours

As the world of business has become more and more global, managers find it necessary to communicate, market, manage, and negotiate in a manner appropriate to the cultural context. This course will enable students to develop skills of managing cultural differences in such a multicultural environment. Moreover, we will examine how problems in cross-cultural management and marketing often emerge less from cultural differences themselves, than from our own inability to perceive difference accurately or our insistence on finding difference where it does not exist.