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International Marketing: Dealing with Diversity

The arrangements for the travel, housing, meals, excursions and course content of this program have been made by the leader. Questions about this program can only be answered by the program leader listed below.

Program Type Departmental
Program Location Paris, France
Course # SA 59000
Duration Spring Break
Upcoming Program Dates
Spring Break 2019 03/09/19 to 03/16/19

Program Leader

Name John Lewandowski

Program Description


MARCH 10-16, 2019- International Marketing:  Dealing with Cultural Diversity: 

Cultural diversity is the major European challenge: trade barriers have disappeared, cultural barriers have not. Companies willingto expand in Europe need first to observe and understand the dominant cultural traits for each region and perceive the main differences that should be considered for the design of a marketing plan. One needs to adapt all the components of the marketing mix: product design, communication, and distribution. 

This course comprises two parts. In part one, the focus is placed on European cultural traits to provide the participants with a better understanding of consumer behavior and values as well as business attitudes in the region. In part two, a series of case studies are presented and discussed to analyze marketing strategies implemented in Europe in order to identify success factors.

Academic Credit

1 credit - Pass/No Pass


Must be a Krannert M.S./MBA student to apply/participate.

Krannert MSA, MSGSC and BAIM students are prohibited from using credit hours earned in P/NP courses to fulfill Graduation credit hour requirements.

Program Cost

$2200 (excluding airfare) plus $32 Insurance fee (provided by Purdue)

Billed in Spring 2019 Semester

$500 deposit (online) required before eligibility to register for this course.

Application Deadline

November 16, 2018

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