Marketing & Communication Management FT
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Communication VI: Intercultural Communication

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

This course provides students with the competence to communicate in intercultural and international contexts: Students will acquire competence in dealing with foreign values, cultures, rituals and norms in order to be able to act on them in their marketing decisions. Critical reflection on important theories of cultural practices, life and buying behaviour will provide students with in-depth scientific and business knowledge and increase their self-reflection capability in a cultural context.

prerequisites and co-requisites

Fundamentals of Communication and Media

course contents

This degree program has a strong international orientation and distinguishes itself mainly through informed discussion of different cultures and their individual approaches. Ethnographic and cultural-anthropological approaches are discussed in the context of the course. To this end, specific aspects of dealing with the values, standards and rituals of other cultures are discussed. Here, in line with the study focus, the degree program places an emphasis on the development of communication strategies required for product marketing. Students will also learn about the positive effects of diversity management in a business environment.

recommended or required reading

Csaba, F. (2007) : Interkulturelle Kommunikation. Praesens Verlag
Kumbier, D. / Schulz von Thun, F. (2006): Interkulturelle Kommunikation. rororo
Thomas, A. / Kammhuber, S. / Schroll-Machl, S. (2003): Handbuch interkultureller Kommunikation und Kooperation. Vandenhoeck & Ruprecht
Sharifian, F / Jamarani, M. (2012): Language and Intercultural Communication in the New Era. Routledge Chapman & Hall

assessment methods and criteria

- permanent monitoring and In-course assessment

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Integrated course, case studies, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

director of studies

year of study

3.year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (integrated lecture)

mode of delivery

In-class course

work placement(s)

not applicable