Transnational and Cross-Cultural Marketing

Concept, nature and scope of transnational marketing; Evolution of transnational marketing strategies; Importance of cultural sensitivity in international markets; Culture and its elements; Cultural dimensions and their influence on consumer behaviour; Cultural differences in attitudes, values, beliefs and perceptions; Hofstede’s Cultural Dimensions.

Building and managing transnational brand identity; Brand positioning across diverse cultural environments; Strategies for developing culturally relevant brand messages; Global branding versus local branding approaches; Case studies of successful global brands.

Product standardization versus product adaptation; Product life cycle in international markets; Strategies for adapting products to cultural preferences and regulatory requirements; Product innovation for global markets; International product portfolio management; Factors affecting international pricing; Currency fluctuations and pricing challenges.

International distribution channels and channel management; Selection and management of foreign intermediaries; Logistics and supply chain considerations in global marketing; Cross-border retailing and international market access; Cross-border e-commerce models and strategies.

Hours) Cultural sensitivity and ethical dilemmas in international advertising and promotion; Responsible and sustainable marketing practices; Consumer protection and regulatory compliance across countries; Impact of artificial intelligence and digital technologies on global marketing; Data privacy and cybersecurity concerns.