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International Marketing Adaptation

  • Course Code: INTL-505

  • Format: In-Person / Virtual

  • Description: Global brands must speak local languages. Grounded in the Standardization vs. Adaptation debate, this course teaches marketers to "transcreate" rather than translate. Participants practice adapting US slogans for the Latin American market to balance brand consistency with cultural relevance.

  • Learning Objectives:

  • Balance global brand consistency with local cultural relevance.

  • "Transcreate" a US slogan for the Latin American market.

  • Avoid cultural pitfalls in international advertising.

  • Scholar-Practitioner Framework:

  • Theory: Standardization vs. Adaptation.

  • Application: Slogan Transcreation Workshop.

  • Curriculum: Cultural Semiotics; Transcreation Techniques; Brand Localization.