题 目：Selling German butter to the British: A case study in cross-cultural marketing communication
主讲人：Peter Franklin教授 德国康茨坦茨应用技术大学
时 间：2012年5月8日 18:30
地 点：研究生楼507
主讲人简介：
    Peter Franklin, born in Dover and educated at Cambridge University, U.K., is Professor at HTWG Konstanz University of Applied Sciences, Germany. At his university’s Lake Constance Business School, he teaches on the Executive M.B.A.s in Human Capital Management and General Management. Among his completed research projects are a German government-funded investigation of Anglo-German management cooperation and, on behalf of the European Commission, a 12-nation study into the development of intercultural competence in foreign language education. Publications: Intercultural Interaction: A Multi-Disciplinary Approach to Intercultural Communication; The Mindful International Manager
内容简介：
    Drawing on an authentic translation, consultancy and training assignment conducted for a German company wanting to expand its activities in the British market, this lecture will
-analyse from the standpoint of the language expert and the business interculturalist the problems encountered in ‘translating’ from German into English a brand name, a product name, a slogan, an advertising leaflet and other marketing materials
-hus show that the marketing communication concept and techniques employed by the German company in its home market would have been unsuitable for use in Britain
-present and explain the proposals for the British marketing campaign
conclude that the conventional foreign language curriculum in general, and in particular for prospective international business people and business translators, does not equip users with a truly comprehensive communicative competence and should therefore be extended to include non-linguistic knowledge and skills derived from the areas of intercultural communication and business communication.