Workshop - Advertisement and cross-cultural marketing 3600-KM-WRiM-OG

The goal of the workshop is to provide knowledge about the basics of marketing in the
context of culturally different markets. Attention will be focused on the ability to match the

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advertising message in line with the local cultural codes of African, Arabic and Asian
markets.
The following will be discussed: cultural codes of selected African and Orient countries;
popular ways of marketing communication on African and Asian markets; market
segmentation according to local demographic conditions on the example of Nigeria, Kenya,
the United Arab Emirates, Malaysia and China.
The workshop exercises will focus on multi-stage teamwork to develop an example
marketing campaign with the selection of adequate tools for the African and Orient market of
choice.

Course coordinators

Maciej Raczkowski

Type of course

general courses

Mode

Classroom

Prerequisites (description)

Classes are organized in the Program of integrated actions for the development of the University of Warsaw (ZIP), co-financed from the European Social Fund under OP WER, path 3.5. Workshops that equip participants with knowledge and practical skills in the field of communication, professional and entrepreneurial competences.

Learning outcomes

Knowledge: student
- has broaded knowledge on marketing activity on non-European markets
- has deep knowledge about cultural codes in Asia and Africa used in creating
advertisement for different markets
Skills: student
- can identify cultural code to be used in advertisement addresssed to a chosen group in a
choice of Africa, Arabic or Asian markets
- can use knowledge on international marketing to prepare a campaign for a market of
his/her choice in Africa or Asia.
Competences: student
- is ready to make a critical analises of marketing information with respect of cultural codes
of the given market
- is aware of different means of creating marketing strategies in the context of cultural
differentation in Asia and Africa

Assessment criteria

Assessment (grade) basing on student's presence and activity.

Practical placement

None