Duration : 3,5 hours
Creating Effective Communications for Multicultural Audiences
Culture is a critical vector in developing effective communications. Each culture perceives and acts according to its values. Communications and Cultural Intelligence addresses the challenges of cross-cultural communication applied to marketing and commercial communications (social media, PR, advertising, etc.).
Whether for audiences of diverse ethnicities, generations, professions or genders, this course explores the impact of cultural values on message perception and consumer behaviour.
Marketing and communications executives, teams and professionals in organizations or agencies
Diploma, training and/or practical experience in marketing/communication
Communications & Cultural Intelligence intends to raise participants' awareness of the impact of cultural differences in marketing. It endeavours to equip them to communicate more effectively in the context of diverse cultures - particularly in the development of campaigns aimed at foreign markets.
This course is based on the Western communication model. It examines the impact of cultural diversity on the SENDER (communicator/advertiser), the MESSAGE ("speaking the language" of the audience), the MEDIUM (choice of media) and the RECEIVER (consumer/audience/stakeholder).
Chapter 1 - Exploring the SENDER
Chapter 2 - Exploring the MESSAGE
Chapter 3 - Exploring the MEDIUM
Chapter 4 - Exploring the RECEIVER