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Culture Impact on Global Marketing International Relations & Communication Program Fall 2020 Semester - Bogotá

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Culture Impact on Global Marketing

Culture Impact on Global Marketing Course Overview

OVERVIEW

CEA Partner Institution: Universidad de La Sabana
Location: , Colombia
Primary Subject Area: Marketing
Other Subject Area: Global Studies
Instruction in: English
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 48

DESCRIPTION

In a study on international negotiations between organizations, Korobkin, R. (2000) maintains that successful negotiations not only require technical proficiency i.e. communication technique, but also needs to understand the context in which those negotiations are being done in order to secure profitable contracts. Hence, The importance of cultural understanding in international companies can be seen in marketing strategies molded to target specific culture insights. This is considerably important in marketing considering that a company with weak understanding of the target company's local culture can commit disastrous mistakes in developing the marketing strategy.
'Culture is a fuzzy set of basic assumptions and values, orientations to life, beliefs, policies, procedures and behavioral conventions that are shared by a group of people, and that influence (but do not determine) each member's behavior and his/her interpretations of the 'meaning' of other people's behavior.' (Spencer, 2008), therefore, the importance of cultural understanding with regards to marketing strategy, shows that culturally incompatible marketing can backfire and damage an organization's reputation in many ways. Managers who do not understand other culture have a high probability of failure in the case of operating in other cultures.

At La Sabana, contact hours are calculated through a combination of lecture hours and outside activities (which can include workshops, fieldwork activities, guest lectures, and independent work), therefore contact hours may vary on syllabi. La Sabana awards credits based on the conversion - One Colombia Credit is the equivalent of 16 contact hours - therefore, the recommended U.S. credits are based on the contact hours assigned per course.

**Universities may opt to award additional credits for courses taken at La Sabana based on the total contact minutes in a course as students are enrolled in courses that meet for 60 minutes per contact hour versus the U.S. that only meet for 50 minutes per contact hour.**

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