Students who have successfully participated in this module will be able to:

  • describe the mutual influence of global processes and local developments
  • understand the social and cultural basis of business activities in the relevant cultural area of the host country and assess it for their own business activity.
  • discuss alternatives for business activity (market entry) taking into account the context (economic data on the region) and make suggestions.  
  • formulate business development and marketing perspectives for the target region, relating it specifically to their own programme (e.g. inbound and outbound tourism, trade fair activities, marketing and media landscape, typical cultural institutions in the country etc.); these perspectives are the subject of the student assignment with instructor guidance.

Area studies - English speaking countries

Area studies. Sub-Saharan Africa