Cultural diversity recognizes personal differences and is an integral part of marketing. Regardless of their personal characteristics, effective marketers must understand their custo mers and provide the marketing mix to satisfy their needs. Business leaders must also understand the environment in which firms operate. The fact that business operates in a heterogeneous environment and cultural differences must be considered is part of the foundation of this course. While no lectures are specifically devoted to cultural diversity, this is an underlying foundation of this entire course.
Groups also report their decisions to the class.
In-class group exercises require written summaries of the group s discussion and conclusions. Tests will include short answer and discussion questions in which students must effective organize their thoughts and write their answers. Additional written assignments may be required. Effective leadership requires working with people from different parts of the company and it requires understanding their needs and their concerns. The entire course focuses on developing your decision-making skills.