Cross-cultural Marketing – communicating across cultural Boarders


Recent cross-cultural studies have shown how it is increasingly vital for marketing professionals to understand the limitations of consistent brand identities and universal advertising campaigns. Consumer behaviour is not always the same in different countries and therefore it is of great importance to understand, and be able to respond to, differences in behaviour. We show you potential downfalls as well as the steps to a culturally adapted although cost-efficient global communication.

All our training courses provide a well-balanced mixture of theory and practice. Role-plays, changes of perspectives, theoretical/scientific input, discussions and analyses are only some of the tools we use to make participants understand cultural issues on a mental as well as an emotional level.

Please contact us for more details and a tailor-made programme to meet your specific needs.

Target group

Marketing managers and employees of international companies or public institutions and NGOs


Tailor-made - from 4 hours to several days

Our suggestion:  4 days:

1 day: introduction of the topics culture, intercultural competence and communication

1 day: reflection on the participants’ own cultures / intercultural rules and consumer behaviour

1 day: understanding of general cultural dimensions / cooperation, organisation, leadership

1 day: change of perspective / putting the content learned into the context of the participants' everyday experiences