Cross-Cultural Branding and Marketing (CBM101)

Tuesday 19:10-21:00
Tokyo (Maps & Directions)
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Course Details

Cross-cultural branding and marketing provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, the course reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing communications. By providing many examples of advertising and branding from various parts of the world, it vocalizes and structures cultural differences for improved global marketing. It helps define cross cultural segments to better target consumers across cultures. Ways to identify and measure brand related cultural values in order to design a more effective advertising strategy are discussed. There is also a focus on cross cultural communications to study the influence exerted by it on interpersonal behavior and marketing communication across cultures.

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