Going Global: How to Communicate Effectively Across Cultures

Delivered across four, two-hour sessions, this course is funded by the ESF Innnovation in Higher Level Skills project which aims to improve access and availability of higher level skills courses for small businesses in Cornwall and the Isles of Scilly.

The focus of the course is on effective communication across cultures and will give you an understanding of cultural expectations and the impact this can have on your business interactions both abroad and internally, in managing multi-cultural teams.

The course will be delivered by University of Exeter business academic and practitioner, Dr Bill Russell (Business School) and expert in cultural understanding, Dr Sonia Cunico (Department of Modern Languages). Ben Leonard, representative of the Department for International Trade, will be supporting the course through the provision of case studies and real-life scenarios.

Course content:

Session 1: Intercultural Competence with Dr Sonia Cunico

Tuesday 9 February 10-12am

Learn about intercultural competence and how it is essential for effective communication in any intercultural scenario. Increase your understanding of your own behaviours and expectations as well as those of others and learn about the source of potential miscommunication and the breakdown of working relationships.

Session 2: Language as a Barrier with Dr Sonia Cunico

Tuesday 23 February 10-12am

Discuss the hidden problems of using English as a lingua franca and learn further practical tools which can be used to increase your understanding of your own cultural expectations and how these can interact with those of others. Apply this understanding to the business context.

Session 3: Culture and Value with Dr Bill Russell

Wednesday 10 March 10-12am

Consider value and decision making units and understand some of the ways in which culture affects value in business to business (B2B) and business to consumer (B2C) markets. Learn techniques for managing different types of relationship and tips on how to prepare for transactional and strategic relationships.

Session 4: Customer journeys in Global Markets with Dr Bill Russell

Wednesday 24 March 10-12am

Understand the early, middle and late customer stages and the impact culture can have on these. Learn about different ways of working with customers and how to use question and answer techniques to greatest effect.

Each session features input from University experts in language, culture and business, followed by group activities aimed at consolidating learning and applying it to your own workplace or setting. Course materials will be made available for you to return to and the course offers an excellent opportunity for you to network with other like-minded individuals with an interest in this area.

To enable you to get the most out of the course and to improve the experience of all participants, please attend all the sessions.