Communicating Effectively in a Multicultural Context

Learn how to develop effective communications and campaigns for culturally diverse audiences, locally and abroad. This training is composed of 2 X 3 hours courses given on 2 consecutive days, 1 Cultural Intelligence Assessment Questionnaire, 1 hour of personalized individual debriefing of the assessment, 1-year access to the Global Business Compass platform.

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  • Duration: 2 days
  • Regular price: $2,150

Course outline

Duration : 2 x 3 hours
Schedule : 10AM - 1 PM

This unique and innovative learning path is particularly aimed at executives, employees or professionals in marketing, communications or sales, who are developing international markets or designing campaigns for culturally diverse audiences.

Path Outline
  • 2 X 3-hour courses given on 2 consecutive days
  • 1 Cultural Intelligence Assessment Questionnaire (to be completed 1 week before the start of the course)
  • 1 hour of personalized individual debriefing of the assessment (by appointment after the course)
  • 1-year access to the Global Business Compass platform (in English only)


Marketing and communications executives, teams and professionals in organizations or agencies


Diploma, training and/or practical experience in marketing/communication


  • Raise participants' awareness of the impact of cultural differences in marketing
  • Equip participants to communicate more effectively in diverse cultural contexts - particularly in developing campaigns aimed at foreign markets.


  • Cultural Intelligence assessment | Questionnaire (in English only) completed online 1 week before starting the course
Module 1 : Exploring the SENDER
  • Defining culture
  • Values and culture
  • Cultural expressions
Module 2 : Exploring the MESSAGE
  • Styles of advertising
  • Manifestations of culture
  • Culture and communication
Module 3 : Exploring the MEDIUM
  • Media planning
  • Media landscape
  • E-Marketing
  • Public relations
  • Viral marketing
  • Social media
Module 4 : Exploring the RECEIVER
  • Culture and consumer behaviour
  • Culture and key messages
  • Advertising forms

  • Individual debriefing of the cultural intelligence assessment | by appointment

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Alain Beaudoin
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Marie-Pier St-Hilaire
Marie-Pier St-Hilaire
A successful entrepreneur, Marie-Pier loves challenging the status quo to attain excellence and achieve business objectives.
Be aware of trends, innovations and best practices, every month.
Training center accredited by Emploi-Québec, Accreditation : 0051460
GST : 141582528 – QST : 1019557738
© 2020 AFI
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