Intercultural Marketing and Digital Business

FSK guest lecture: Stefan Diemer & Marie-Louise Brunner
Intercultural Marketing and Digital Business

Time: 21 and 22 March 2019. Both days from 10.15-11.45.

Place: Auditorium 24

Abstract: Prof. Diemer and Ms Brunner (Trier University of Applied Sciences) are presenting and discussing basic principles and examples of intercultural marketing, with a focus on advertising: global v. local approaches, glocalization, successful v. unsuccessful adaptation in terms of content, language, multimodal elements. They also look at the affordances of digital business settings, which become more and more intercultural with globalisation. In particular, they briefly discuss social media marketing, customer communication and webcare (FB, Twitter, Instagram), the use of plurilingual resources to reach international audiences, market research with web-based tools, and social media crisis communication. The lecture is a part of the “English for Business II” course but open for everyone interested.