Module 3 The importance of culture

"Any communication or marketing professional needs cross-cultural research and communication skills to be able to succeed in the future." Marye Tharp, Marketing Educator


You will undoubtedly encounter individuals from varying backgrounds as you progress forward in your life. You may find yourself working with colleagues or business contacts who are from different cultures. Your friends or neighbors may speak a different language. You may end up working abroad and you will need to adapt to new cultures as your job may depend on it. This module is designed to help you learn how culture affects international business, develop an understanding of cultural elements, and to identify ways to overcome stereotyping and cultural bias. You will be introduced to a variety of resources that can help you learn about various cultures and how to avoid inappropriate/offensive behaviors that could turn out to be costly mistakes in business and in your personal endeavors.

Assignments & Projects:

Student Assignment Sheet


BBC Country Profiles Use this site to develop a short, one paragraph country profile for your training brochure.

Executive Planet Provides valuable tips on business etiquette, customs and protocol for doing business worldwide.

Cultural Country Guide Business etiquette, protocols, customs, and cultural norms.

Cyborlink A great source for international business etiquette, manners, and cross cultural communicaiton.

World Business Culture Provides tips on how to conduct business in a variety of cultures.

Cultural Crossing Excellent tips for business and cultural dealings.

Cultural Etiquette Around the World eDiplomat. Provides tips on cultural etiquette for several different countries.

Cultural Savvy Provides short bits of cultural informational about countries.

Kwintessential Provides cultural etiquette on several different countries. Social etiquette, customs, protocols, etc.

CIA World Factbook Provides information on the history, people, government, economy, geography, communications, transportation, military, and transnational issues for 267 world entities

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