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International Marketing: Dealing with Cultural Diversity

Cultural diversity is the major European challenge: trade barriers have disappeared, cultural barriers have not. Companies willing to expand in Europe need first to observe and understand the dominant cultural traits for each region and perceive the main differences that should be considered for the design of a marketing plan. One needs to adapt all the components of the marketing mix: product design, communication, and distribution.

Curriculum

This course comprises two parts. In part one, the focus is placed on European cultural traits to provide the participants with a better understanding of consumer behavior and values as well as business attitudes in the region. In part two, a series of case studies are presented and discussed to analyze marketing strategies implemented in Europe in order to identify success factors.

But one week with us and you can expect to return home filled with memories, stories of discovery and a true appreciation for Parisian culture. And college credits. How many people do you know who can weave credits into their vacation?

Our agenda is full, our time at a premium, but each class, every appointment and each leg of our trek is designed to blend coursework - the reason for the trip - with the trip of a lifetime.

The opportunity to study is the reason for the trip. Your curriculum has been strategically created with faculty from Purdue and the European School of Management. You'll be introduced to the philosophy and practice of business in Europe.

Credits earned. Deeper understanding. Cultural experience. Personal growth. This is what learning should be for everyone.