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This Masterclass will explore how to:

  • Understand how ignoring culture can impact our success to work and market globally.
  • Understand our own culture vs another 
  • Gain insight into the Chinese culture 
  • Learn adaptive skills to operate in any cultural context
  • Develop a mindful mindset when developing global marketing campaigns

Course availability 

start location member non-member
DMA House (W1W 8SS) £350.00 £350.00

NB: Prices above subject to VAT.

event information

1. Discussion of some cross cultural marketing examples and situations to illustrate how the following can impact our messaging in different cultures
  • Language
  • Symbols
  • History
  • Gender
  • Communication styles
2. What is culture?
  • What’s beneath the iceberg?
  • Hofstede’s national model of culture
  • Global cultural clusters
3. Reflection of one’s own culture and its impact on our communications
  • Discuss a time when you were in a cross cultural situation and how you responded
  • Compare your cultural profile with that of a Chinese cultural orientation
4. How to mind the Cultural Gap?
  • Cultural knowledge
  • Adaptive Skills
  • Practise Listening
  • The Star Model
5. What are the stages of Cultural Adaptability?
  • Reactive
  • Recognition
  • Accommodation
  • Assimilation
  • Proactivity
6. Top tips to promote the development of Cultural Adaptability

Magdalene Ong, Facilitator, Cross Cultural Coach & Brand Specialist

Magdalene’s business background is in advertising and marketing communications. She worked for Young & Rubicam, which is now part of the WPP group on a diverse portfolio of clients from FMCG to banking, telecommunications, hotels and luxury goods in Singapore, Hong Kong and China. She was part of the Dentsu Y&R management team to establish the first ever foreign owned agency in China in 1991. Volkswagen was her first client and is still a major automotive brand today in China.

She supports companies in establishing their brands in Asia with advice on how to communicate, negotiate and collaborate effectively with your Asian counterparts.

She supported the launch of the Shanghai operations of ?Whatif! Innovation Company, the world’s largest independent UK innovation company by providing an advisory role for the international leadership team.

Magdalene is also a certified business facilitator for Mind Gym, an organisation that helps companies change attitudes, build capabilities and increase performance to work effectively in a diverse and global team. She provides cross cultural coaching to executives looking to live and do business in Asia, leveraging her international perspective, intimate knowledge of Asian cultural heritage and business experience. Clients include FT500 companies such as Goldman Sachs, Microsoft, Infineum, BP, Total and P&G.

Magdalene is a second generation born Chinese from Singapore and have lived in the UK for the last 23 years.

Institute of Marketing Diploma
Certified Intercultural Business Coach

IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

why attend
Why the topic is important?
  1. Our marketing campaigns are global whether we intend it or not
  2. By 2030, 60% of global middle class consumption will come from Asia@
  3. Having intercultural skills and international outlook will increase your salary by 15%*

What the course will do to support their organisations’ marketing activities?
  1. Motivation to uncover and learn local cultural knowledge and to suspend all assumptions
  2. Better understand the importance of local engagement and input for authenticity
  3. Reduce mistakes both in cost and brand reputation by encouraging a moment of pause to assess any international marketing activities

*New Research by Centre for Economics and Business Research &
L’Oreal UK & Ireland, 2015
@UK Commission for Employment & Skills Survey 2015
The course was delivered at a good pace and encouraged participation for all attendees. Felix in particular was very good and provided many useful points of information. Thank you!

Helen Main,
Peugeot Citroen

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