Equity, diversity, and inclusion in marketing communication
Develop new skills and strengthen your knowledge that enables you to design successful communication!
Our programme is perfect for...
Anyone who is involved in International communication, international marketing communication intercultural management, international business negotiations and sales.
Early bird tuition fees
119 000 HUF
Application deadline: 28.03.
Tuition fees
140 000 Ft
Application deadline: 11.04.
Program director: Dr. Anna Török
Program instructor:
- Dr. Erzsébet Malota – Associate Professor and Head of Department at Corvinus University Budapest
- Dr. Anna Török – Assistant Professor at Corvinus University of Budapest
Length of program: 2x 1,5 hours in 4 days
Language of the program: English
Tuition fees: gross 140 000 HUF (including 27% VAT)
Early bird tuition fees: gross 119 000 HUF (including 27% VAT)
Qualification offered by the program:
- Recognize the core values of equity, diversity, and inclusion (ED&I)
- Recognize the advantages of incorporating ED&I into your business strategy to make customers and employees feel valued
- Recognize how stereotypes and unconscious bias affect you, other people, and your marketing communications
- Become more conscious of the strong emotions surrounding the ED&I conversation so that your communications initiatives have the desired effect
- Benchmarks of successful implementation of ED&I from intercultural context and get to know the worst practices as well
- Produce diverse, non-stereotypical, and inclusive content that is true to your organization and brand
Schedule of the programme:
- 18, 25 April and 2, 9 May 2024
- 2 x 1.5 hours per session, with a 15-minute break: 18:00-19:30, 19:45-21:15
The program will be launched if sufficient applicants apply.
Education is in the form of attendance.
Admission requirements: Basic management and communication skills are required. Study visas cannot be required for courses.
Topics of the module
1.Module: Equity
- What is Equity? What is the difference between equity and equality?
- What is the role of equity in marketing communications?
- Learn about gender stereotypes in different cultural contexts
- Marketing examples for empowering / feminist advertising and menvertising/dadvertising
2. Module: Diversity
- What is diversity? What is the difference between diversity and inlusion?
- The meaning of diversity in different cultures – differences between USA, Europe, Latin-America, and Asia
3. Module: Inclusion
- What is inclusion? What is the role of inclusion in advertising?
- The meaning of inclusion in different cultures
4. Module: Case studies and practise in intercultural context
- Benchmarks and worst cases from international context from different industries
- Make your plans and strategy for your own ED&I communication – implement it in your business
Director's Greeting
Welcome to the Equity, Diversity, and Inclusion in Cross-Cultural Communication Program!
Although the equity, diversity, and inclusion (ED&I) concept in cross-cultural communication doesn’t get enough attention, but it is very important in practice and provides a market advantage.
New insights can be gained and implemented during this interactive training course, where we approach the topic from a business point of view, include various benchmarks in an intercultural context and make you apply the ED&I concept to your own business or field as well.
Develop new skills and strengthen your knowledge that enables you to design successful communication in a multi-cultural business environment by handling the cultural differences and diversities!
Program director
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About the instuctors
Dr. Anna Török
Assistant Professor at Corvinus University of Budapest. She worked 5 years as a brand manager for international brands, such as Nivea or Danone Oikos. She did international research projects in Hungary, Iceland, Mexico, Panama, Cape Verde and currently working in an international research group on ED&I, including countries such as the USA and Germany. She works together with non-profit organizations in joint research projects as well.
Dr. Erzsébet Malota
Associate Professor and Head of Department at Corvinus University Budapest. Her main research areas are intercultural communication, cross-cultural consumer behaviour, and cultural differences. She has been involved in several international research projects and she has been working on corporate projects as well.
Competences aquired after the course
- Recognize the core values of equity, diversity, and inclusion (ED&I)
- Recognize the advantages of incorporating ED&I into your business strategy to make customers and employees feel valued
- Recognize how stereotypes and unconscious bias affect you, other people, and your marketing communications
- Become more conscious of the strong emotions surrounding the ED&I conversation so that your communications initiatives have the desired effect.
- Benchmarks of successful implementation of ED &I from intercultural context and get to know the worst practices as well
- Produce diverse, non-stereotypical, and inclusive content that is true to your organization and brand
