The Bachelor of Management Study Program, Faculty of Economics and Business (FEB), Universitas Sebelas Maret (UNS), presented another guest lecture entitled Business Communication and Marketing: Communication in Global and Business Market.

In this guest lecture session, the Management Undergraduate Study Program presented Lisa Arnold, Head of Content, Copywriter/Concept Designer, and Deputy Head of Creation InFlagranti Communication, Switzerland, virtually through Zoom Cloud Meeting.

In the agenda that took place virtually on Friday, March 29, 2024, Lisa Arnold, who is the co-founder of Arnold-Riser Consulting, delivered a material entitled ‘Multicultural communication in business and its application in marketing,’ to more than 90 participants. According to her, multicultural communication has an important role in marketing, thus, it is important for students to understand cultural differences, especially in business.

“Communication errors often occur in marketing, not only due to differences in language, but also due to differences in culture, business ethics, and non-verbal communication,” she explained.

Furthermore, Lisa explained the importance of ‘global language’ in business, where a business person needs to pay attention to communication standards in different cultures. In a business context, a company that can implement intercultural communication has various advantages such as the ability to develop market reach, where the company may sell and market its products to other regions despite having different cultures and product preferences.

A business with good intercultural communication can also successfully build international partnerships, improve product image, and attract global talent from various cultures, therefore, increasing business success at the international level.

Aside from presenting materials related to communication, Lisa also presents examples of international brands that have successfully applied diversity in company marketing media. Furthermore, in the question and answer session, Lisa gave some tips for communicating product information, especially for the European market.

Regarding the question of the most effective means for students to learn cultural diversity, Lisa answered that traveling and cultural agendas such as ‘UNS Cultural Night’ can be an effective medium for students to get to know cultures from other countries through the international students who are studying at UNS.