Under globalization and digitization, the boundaries between countries and people have become vaguer than ever before. Nowadays, businesses have numerous opportunities to reach non-local customers with different cultures and values. Therefore, a good understanding of the global arena and how culture can shape business strategies becomes a critical factor for corporations to maximize their performance.

The programme will explore various components of business strategies, including sales and marketing, branding strategy, digital strategy, product development and packaging, pricing strategy, advertising and promotion, customer buying behaviour, and global expansion. The impact of cross-cultural management will be taken into consideration during these discussions.

Furthermore, the programme will focus on managing people with diverse cultural backgrounds and examine techniques for building and managing cross-cultural teams, especially when involving individuals from different countries. Students will study the influence of culture on leadership style, communication methods, presentation skills, negotiation skills, motivation techniques, perception of time, and decision-making processes.