Full Programme

10th November 2020 (Tuesday) @ 4:00pm - 5:30pm MYT
Session 1: "Introduction to Intercultural Management"
Speaker: Distinguished Professor Dato' Dr. Rajah Rasiah, Professor of Economics, Asia-Europe Institute, Universiti Malaya
Moderator: Assoc. Prof. Dr. Sameer Kumar, Asia-Europe Institute, Universiti Malaya

Abstract: Intercultural Management has become an increasingly important field of management. The concept refers to an awareness, understanding and respect of other cultures in an international context. The application of it requires acknowledgement of cultural differences in management, which as a concept, has diffused into all aspects of management. Intercultural management had particularly evolved strongly to manage successful cross-cultural and cohesive teams. Its mastery requires the development of cross-cultural capabilities, which offers the potential to management cross-border, regional, and global activities. In this presentation, using examples, I focus on why it is important, and how it has progressed in selected areas of management, such as marketing and production.

12th November 2020 (Thursday) @ 4:00pm - 5:30pm MYT
Session 2: "Intercultural Communication in ASEAN corporates"
Speaker: Mr. Roberto Benetello, Executive Director, Business Council for Sustainable Development (BCSD) Malaysia
Moderator: Assoc. Prof. Dr. Sameer Kumar, Asia-Europe Institute, Universiti Malaya

  • Globalization and intercultural management
  • Values under the influence of culture and technology
  • Intercultural competence
  • Intercultural communication, PR, Internal communication, Marketing, CSR and Diversity
  • Leadership across cultures
  • Multicultural teams

17th November 2020 (Tuesday) @ 4:00pm - 6:00pm MYT
Session 3: "Intercultural preparation & Networking in the international environment of an ASEAN company"
Speaker: Mr. Oliver Regner, Executive Director, European Chamber of Commerce in Vietnam (EuroCham Vietnam)
Moderator: Assoc. Prof. Dr. Sameer Kumar, Asia-Europe Institute, Universiti Malaya

  • Challenges of intercultural preparation and networking for the company and for the individual
  • Culture shock models
  • Successful intercultural preparation
  • Expatriation circle
  • Specific networks in ASEAN and European companies
  • Practical advice: How to get information on the company and its intercultural policy
  • Practical advice: How to build up one's own network
  • Practical advice: Do's and don'ts in ASEAN companies
  • 5:30pm - 6:00pm : Project briefing by Prof. Dr. Andreas Stoffers

24th November 2020 (Tuesday) @ 4:00pm - 7:00pm MYT
Session 4: "Project Work & Participant’s Presentation"
Speaker: Prof. Dr. Andreas Stoffers, Director, Friedrich Naumann Foundation, Vietnam; Professor of International Management, SDI Munich
Moderator: Assoc. Prof. Dr. Sameer Kumar, Asia-Europe Institute, Universiti Malaya

  • Students present their findings to the others
  • Peer review
  • Comments by the professor
  • Wrap-up, Q&A and practical advice (by the professor)
  • Students elaborate on a short introduction of an ASEAN company as a case study
  • Areas to be covered: (1) Introduction of the company (facts and figures, history), (2) International business communication of this company in the areas (i) PR (external), (ii) Internal communication), (iii) Marketing, (iv) CSR and Diversity. Sources: Company's website, desktop research (google), (3) presentation of oneself (self-presentation)
  • Target: short ppt-presentation (5-10 pages per student)