Summer School: ‘International Marketing Communications and Culture’. A course for German and American students at Rhein-Waal University of Applied Sciences.
Kleve/Kamp-Lintfort, 11 August 2016: Ten students from the ‘International Business and Social Sciences’, ‘International Relations’ and ‘International Taxation and Law’ at Rhine-Waal University of Applied Sciences took part, together with eight students from Ferris State University, in a two-week summer school on the topic of ‘International Marketing Communications and Culture’ at the Faculty of Society and Economy. Together with Prof. Dr Philipp Schorn, Vice-Dean of the Faculty and Professor of Business Administration, and Prof. Dr Marco Motullo, Professor of General Business Administration specialising in Marketing at Rhine-Waal University of Applied Sciences, as well as Prof. Dr Clay Dedaux and Dr Derek Drake from partner institution Ferris State University, USA, cultural differences and similarities between the USA, Germany and the Netherlands were examined and their influence on the marketing activities of international companies analysed. At the end of the summer school, the students were able to apply their new insights in a presentation on the marketing concepts of leading companies in the sportswear, fashion and beer sectors.
As part of the summer school, the students first developed their theoretical knowledge in the fields of marketing and intercultural management through various seminars. They then gained an understanding of the practical application of these theoretical concepts through company visits to Sinalco International GmbH & Co. KG in Duisburg and the Gebrüder Sünner Brewery & Distillery in Cologne. The visits also gave the students the opportunity to exchange views with marketing experts from various sectors and gain first-hand information.
At the end of the summer school, the students presented and discussed the findings they had previously developed in small groups. They also shared their experiences and the highlights of the summer school during a closing event featuring a slideshow.
