ITM Master 3. Sem.
8103: International Management III

4 SWS Lecture / Seminar:
Culture Frameworks for Global Management and Marketing

Workload: 60 h classroom work / 180 h self-study

ECTS points: 8

Examination: Individual Presentation and paper (18 pages)

INTRODUCTION

Content: Culture Frameworks for Global Management and Marketing - "Beyond Hofstede".

International Management in a globalized world is faced with the task of successful "Diversity Management". It has to take into account that no longer simple "intercultural" concepts are working, as almost no country has a "pure" national culture without strong outside influences, as more and more staff members, customers, business partners are not rooted in just one culture. Still, management without careful tuning to cultural influences is bound to fail.

Geert Hofstede has been for many years the "father" of the most common way of analysing culture within business activities, he is one of the most quoted social scientists in the world.

The course will analyse the current situation of culture-related international management and will take a thorough - fresh - look at Hofstede's theories and discuss the validity of for instance the "pyramid" model of Maslow.

We will then use current publications including Nakata (ed.): "Beyond Hofstede" (Palgrave 2009) to learn about new approaches to successful global management and marketing including the use of internet and social media in a multi-cultural world.

General Structure:

Three weekends:
First weekend: Current Situation, Hofstede, Hall, Maslow - the classical look at culture influences on international business

Second weekend: New approaches "Beyond Hofstede"

Third weekend: Presentations by participants, discussion, preparation term paper

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Friday 10.00 - 11.00 h