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International Marketing: Intercultural Communication Management

Anglia Ruskin University via FutureLearn Program


This 10-week digital marketing course will give you the skills to interact with consumers and businesses around the world in a culturally sensitive way and implement an effective international marketing strategy.

Learn international marketing strategies and build geo-targeted campaigns

In an increasingly global business environment, wrong cultural assumptions can significantly damage brand reputation and campaign success. Understanding the core cultural differences in target markets is vital for marketing professionals who wish to succeed at a higher level.

This exciting microcredential tackles some of the immediate challenges organisations are facing when using digital marketing to speak to consumers and cultures around the world.

Using the latest international marketing case-studies, theory, and research, this microcredential offers in-depth training in how to differentiate a brand or service to make it applicable to customers in a global network, as well as how to identify new potential markets and communicate appropriately with new consumers.

Upskill in international marketing communications and strategy

Using the work of influential researchers examining cultural factors in international business, you’ll learn the strategic value of cultural differences and their impact on organisational behaviour.

Alongside current industry digital marketing practitioners, you’ll discover how to develop culturally sensitive communications for international business purposes and how to create cross-cultural content and campaigns, use social media, and identify influencers appropriate to international organisations.

You’ll discover how to communicate internal and external campaigns for culturally diverse audiences and develop effective cross-cultural communication and management strategies that will enhance your ability to work effectively in marketing for a global business.

Become a leader in intercultural management

With up-to-date expertise in online marketing, our educators will take you through the process of applying intercultural management theories to your work in practice, including decision-making on an individual, team, and business level.

You’ll develop cultural sensitivity for working and leading across cultures both face to face and remotely, and learn how to manage alliances, group communications, and motivation in a workforce of different cultural backgrounds.

Is this part of a full digital marketing degree?

Yes, this microcredential forms part of the IDM accredited BSc Digital Marketing degree offered by ARU and is endorsed by IDM.

This component of the digital marketing degree will ensure you develop practical digital marketing skills in creating successful cross-channel campaigns in globally competitive markets.

Is there a final digital marketing exam?

Yes. This microcredential includes a final assessment, the success of which determines your receiving a credit-rated digital marketing transcript from ARU and being awarded 15 UK academic credits.


Courses under this program:
Course 1: The Importance of Culture and Cultural Diversity
-Discover the importance of culture in international business and management.

Course 2: Examining Cultural Factors in International Business and Management
-Discover the work of influential researchers examining cultural factors in international business and management.

Course 3: Examining Different Cultures and the Complexity of Culture in Organisations
-Explore how to apply appropriate frameworks that consider different cultures and the complexity of culture in organisations.

Course 4: Developing Effective Communication and Management Strategies for International Business
-Gain an understanding of intercultural management and leadership for international business.

Course 5: Developing Culturally Sensitive Communications for International Business
-Develop communications for international business purposes that are culturally sensitive.

Taught by

Chris Whitley


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