Communications and Cultural Intelligence

Meet the challenges of communicating in diverse cultural contexts as applied to marketing - multilingual campaigns, international markets, multicultural audiences, etc.

Upcoming sessions

Show all sessions
  • Duration: 0.5 days
  • Regular price: $550
  • Preferential price: $485

Course outline

Duration : 3,5 hours
Schedule : 9:30AM - 1:00PM

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.

Audience

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

Prerequisites

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

Objectives

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.

Contents

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
  • Defining culture
  • Values and culture
  • Cultural expressions
Chapter 2 - Exploring the MESSAGE
  • Effective advertising
  • Manifestations of culture
  • Culture and communication
Chapter 3 - Exploring the MEDIUM
  • Media planning
  • Media and cultures
Chapter 4 - Exploring the RECEIVER
  • Culture and consumer behaviour
  • Culture and key messages
  • Global vs. Local

Suggested Readings

Surround yourself with the best

Ysabel Viau
Trainer, MBA, CQ certified
An artist with an MBA - Ysabel combines creativity and solid business knowledge to innovative training, compelling communications and effective development strategies and compelling communications. She garners over 30 years of experience in marketing and communications as an entrepreneur, GM, CMO, and writer. She has provided strategic development and communications services to local and international businesses in various industries, including technology, design, lifestyle/fashion, publishing and culture.
Alain Beaudoin
Alain Beaudoin
Trainer, Coach and Leadership Consultant
Known for the creative fuel that he brings to projects thought to be impossible to carry out, Alain is convinced that people are at the heart of change and focuses his approach on each individual’s positive development.
Marie-Pier St-Hilaire
Marie-Pier St-Hilaire
CEO
A successful entrepreneur, Marie-Pier loves challenging the status quo to attain excellence and achieve business objectives.
Natacha Viens
Natacha Viens
Coach, Consultant and Leadership Trainer
Natacha is a leadership development trainer and coach known for her gift of motivating, inspiring and mobilizing individuals to take action.
Be aware of trends, innovations and best practices, every month.
Confidentiality
Training center accredited by Emploi-Québec, Accreditation : 0051460
GST : 141582528 – QST : 1019557738
© 2020 AFI
AFI Expertise

The AFI experience brought to you by Edgenda

At AFI, our focus is to offer you relevant training and impactful learning experiences in line with your transformation approach. Do you need support for your approach? Check out Edgenda’s services: Edgenda.com