International Marketing Communications and Culture

The Faculty of Society and Economics and Ferris State University (Michigan, USA) recently hosted a joint Summer School on International Marketing Communications and Culture for German and American students from 18 July to 2 August 2016 in Kleve.

Kleve/Kamp-Lintfort, 11 August 2016: Ten students from the programmes ‘International Business and Social Sciences’, ‘International Relations’ and ‘International Taxation and Law’ at Rhine-Waal University of Applied Sciences joined eight students from Ferris State University for a two-week Summer School on International Marketing Communications and Culture, hosted by the Faculty of Society and Economics in Kleve. Together with Professor Dr Philip Schorn, Vice-Dean and Professor of Business Economics with a focus on Marketing (Rhine-Waal University of Applied Sciences), as well as Professor Dr Clay Dedaux and Dr Derek Drake (Ferris State University), the participants spent two weeks exploring cultural differences and similarities between the US, Germany and the Netherlands and analysing their impact on the marketing activities of international companies.

The Summer School began with seminars on key concepts in marketing and intercultural management. To see how these concepts are applied in a practical context, the group visited the soft drink producer Sinalco International GmbH & Co.KG in Duisburg, as well as the Sünner Brewery in Cologne. During these visits the students also had the chance to engage in interesting and insightful discussions with marketing experts in various industries.

In small working groups the students analysed the marketing concepts of global leaders in sportswear, fashion and beer industries and presented their results for discussion. The Summer School concluded with a slide show and group discussion, which encouraged students to reflect on their two weeks of intensive learning and relive their memorable moments together.