Crossing Borders Without Crossing Borders

This is an Intercultural Virtual Collaboration course. Students in Japan and the Netherlands work together in small teams on a business case project analysing the differences in marketing and communications related to the UN Sustainable Development Goals. The course aims to develop students intercultural competencies via learning by doing in a cross-border and cross-cultural context.

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Course overview

AIU students will work online on a six-week business case project in international teams with students from HAN University of Applied Sciences, the Netherlands, with instructors from both universities. Dr. Ingrid Van Rompay-Bartels from HAN and Dr. Clinton Watkins from AIU will run the course.

The business case addresses the role and importance of culture in marketing communication related to consumer product promotion and Sustainable Development Goals. How do large international firms communicate their commitment to sustainable development goals while promoting their products in different countries? What role does culture play in their adaptation of their messaging and marketing across countries?

For example, how do firms in different countries promote their commitment to reducing plastics pollution?

Students will work through a series of individual and teamwork guided tasks and reflection. that stimulate intercultural awareness in a business setting and build the business case. An important component of this course is boosting students’ cultural competence and ability to work effectively in international cross-cultural teams in a business setting.

Reasons to take this course

1. Understand the importance of cultural competence (intercultural knowledge, skills, awareness and attitudes) in effective cross-border teamwork in a business setting.
2. Learn about the influence culture has on their actions and on actions of others, and how to adjust behaviour to enhance the quality of work in a culturally diverse team.
3. Understand the role of culture in marketing communication, theories and concepts on the nature of culture and cultural differences.
4. Learn about the United Nations Sustainable Development Goals (SDGs) as they pertain to business, materiality under different approaches and issues such as greenwashing.

FAQs

What will we do in class?

Classes will be held jointly for students in Japan and the Netherlands. The sessions will include lectures plus individual and teamwork tasks. Students will be mentored by the instructors during the individual and teamwork tasks.

Who will be in my group for the teamwork?

Groups will include about five or six students from AIU and HAN.

How will we meet for the course?

We will use MS Teams for this course. All teamwork should be done during the class sessions.

Published Research

Research on Intercultural Virtual Collaboration (IVC) based on the course can be found here.

Media Coverage

Read about Dr. Ingrid Van Rompay-Bartels’ teaching and research work related to this course.