题　目：Selling German butter to the British:A case study in cross-cultural marketing communication

主讲人：Professor Peter Franklin  德国康斯坦茨应用技术大学

时　间：5月25日下午14:00-16：00

地　点：良乡1—409

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
• thus 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