Πρόσκληση σε ομιλία της Dr. Urszula Michalik με τίτλο "Marketing and Advertising in Cross-Cultural Communication"

Το Τμήμα Ξένων Γλωσσών, Μετάφρασης και Διερμηνείας του Ιονίου Πανεπιστημίου σας προσκαλεί στην ομιλία της Dr. Urszula Michalik (University of Silesia) με τίτλο "Marketing and Advertising in Cross-Cultural Communication". H ομιλία θα πραγματοποιηθεί διαδικτυακά τη Δευτέρα, 20.09.2021, ώρα 19:00.

Σύνδεση στη διαδικτυακή εκδήλωση

Για να συμμετάσχετε στην εκδήλωση, μπορείτε να πατήσετε στον σύνδεσμο:

https://ionio-gr.zoom.us/j/97802323188?pwd=aU5yL0FVZzJ6VERNcDBzZ2lrVm5oUT09

Meeting-ID: 978 0232 3188
Passcode: 949063

Βιογραφικό σημείωμα της ομιλήτριας

Urszula Michalik, Ph.D., University of Silesia, Katowice, Poland, is interested in ESP-Business English and such related issues as corporate culture, cross-cultural communication in the world of business, marketing, advertising and public relations. She has also devoted a lot of work and interest to such areas in business as negotiations, meetings and presentations. Moreover, she is concerned with genre and register analysis of business texts, analysis of language and cultural issues in the use of humour.

Περίληψη

Marketing and Advertising in Cross-Cultural Communication

Nowadays, every company that wants to enter and succeed on global markets has to rise to many challenges. It is not enough to have a thorough knowledge of management, finance or methods of production, and often only those companies that are aware of cultural differences that influence businesses are likely to survive. As Erin Meyer observes 'Whether you are sitting at a desk in Boston or eating at a restaurant in Beijing, communicating across cultures is the greatest challenge of the global economy' [Erin Meyer, The culture map:2015]. The lecture will look at some problems of marketing and advertising on global markets. If you want to have a product that sells across cultures and build a global brand you have to know why people in some countries buy products that never sell in other countries. What went wrong? This is the question that companies sometimes try to answer when they fail on international markets. The list of factors that can spoil efforts made by companies to sell their products is very long, and many are culture-specific starting from the product itself (the colour, shape, ingredients etc.), different buying behaviours and habits, different values, different prices, different methods of promotion, the problems of language and translation and many others.