Intercultural Competencies

ESS Course thumbnail for Intercultural Competencies

The objective of this course is both to offer an introduction to the subject of intercultural communication as well as working on this subject in practice by doing two projects, a smaller one and a larger one, in order to apply the theory learned during the sessions in practice. The idea on which the course is built is that dealing with intercultural issues and applying theory in practice is key to developing one’s competencies in this field. That a certain minimum level of intercultural communication competences is a must in internationally operating businesses, universities or other organizations is obvious: One of the well-known authors in this field, prof. Geert Hofstede of the University of Maastricht put it like this: “Cultural differences are at best a nuisance and in the worst case a disaster!”, as well as “The business of international business is culture”. This course will, therefore, help you to improve your personal effectiveness.

Acquired skills

  • Understanding the potential of good intercultural competencies for international business.
  • Knowledge of theory and practice of intercultural communication.
  • Ability to assess existing organization’s strategies, and understand challenges and barriers, but also opportunities, in order to help these businesses with establishing a viable international / intercultural strategy.
  • Developing an international mindset and cross-cultural understanding.
  • Acquire skills as a junior consultant in intercultural communication

General information

Course term: 115.07. - 26.07.

Free seats: 0

Price: 800 €

Category: Personal Development & Communication Skills

Status: Closed

Deadline: 31.07.2019


  • Day 1Introduction - Intercultural theory part I (The multicultural society: the iceberg model) - Explanation of the practical projects
  • Day 2Intercultural theory part II (The multicultural workplace) - Discussion plan of approach “Multi-culinary Prague” - Data collection (Google Maps / Block observation)
  • Day 3Intercultural theory part III (Intercultural marketing) - Discussion of the results of the “Multi-culinary Prague” project - Making a collage: an “Intercultural restaurant map of Prague”
  • Day 4Intercultural theory part IV (Heroes, Symbols and personal intercultural effectiveness)
  • Day 5Guest lecture: Strategies to attract foreign tourists, Prague tourism board - Questions & Answer session - Working on plan of approach International tourism in Prague
  • Day 6Intercultural theory part V (Personal intercultural skills) - Discussion on the theoretical framework of the “International Prague Tourism project” - Developing interview questions
  • Day 7Intercultural theory part VI (Managing diversity in the work environment) - Going abroad with your business: Role play - Field study: Collecting data for the “International Prague Tourism project”
  • Day 8Workshop: Intercultural competences in business: Creating an international product portfolio - Field study: Collecting data for the “International Prague Tourism project”
  • Day 9Analysing data & writing suggestions for improving the tourist info for Prague
  • Day 10Final presentations of the projects for a representative of the Prague Tourism Board / Tourism development company. - Closing session & reflection on the course & projects

Course is running: Monday - Friday, 9:00 - 14:00


Lecturer Jacques Bazen avatar

Jacques Bazen


Saxion University of Applied Sciences


Jacques Bazen is a lecturer in Entrepreneurship and International Economics at Saxion University of Applied Sciences in The Netherlands and the business school of Lomonosov Moscow State University in Russia. As a lecturer with a special assignment to develop the internationalization process at his faculty at Saxion, he travelled a lot and gave guest lectures in at least 25 universities worldwide during the last 10 years. Besides lecturing, he is involved in several cooperation programs between The Netherlands and Central/Eastern Europe both on university and business projects. He worked on many projects on democratization, political communication and regional economic development in this part of Europe as well and has collected throughout his international career a lot of knowledge on intercultural competences (and made a lot of mistakes as well: he will share these with you so that you can avoid them)!


The course consists of a solid introduction to different theories and concepts related to intercultural communication and diversity. Based on this theoretical framework, you are going to practice the issues learned in the two projects and develop a plan to improve current promotion material for an international target group, as a junior consultant in intercultural communication. The plan will be presented to relevant stakeholders.

Part of the course will be a Practical project for the participants related to the marketing strategies of the city of Prague to attract international tourists. That will give the participants some good options about learning to do fieldwork in terms of finding out how messages are brought across for different target groups from different countries and interviewing some people on the street on this subject. And in the end, present some recommendations for the city marketing bureau/tourism department on how to make the message of “visit Prague” more effective for different countries/cultures.

Course Project: Introduction project week 1: “Multi-culinary Prague”. A short study into the diversity of Prague restaurants. Where in the city centre are restaurants located? Is there a pattern visible of restaurants with a different cuisine from a different part of the world in different places? Which parts of the world are missing/overrepresented?

Introduction of project week 2: “International Tourism in Prague”. This project is about analysing and giving some suggestions for the improvement of tourist information about Prague for international tourists. You will choose a specific area of tourist communication and analyse it with the help of the intercultural theory framework that was discussed during the meetings, as well as a limited field study, and give some suggestions for further improvement.

Course outline


  • Nunez, C., Nunez-Mahdi, R. & Popma, L. (2014) Intercultural sensitivity: from denial to intercultural competence. Assen: Van Gorcum.
  • Hofstede, G. & Hofstede, G.J. (2005), Cultures and Organizations: Software of the Mind. Revised and expanded second edition, New York: McGraw-Hill USA.
  • Hampden-Turner Ch. & Trompenaars F. (2004), Managing People Across Cultures, Chichester: Capstone Publishing Ltd
  • Holden, N. (2002), Cross-Cultural Management: A Knowledge Management Perspective, London.: FT/Prentice-Hall, Pearson Education
  • And additional online content, such as, and other


You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.


  • attendance in class 15%
  • team assignment 40%
  • individual assignment 35%
  • exam 10%

Course time total 125 hours

  1. Total time of in-class work = 50hours
  2. Preliminary assignment = 10hours
  3. Preparation = 65hours


Course fee includes the course itself, application fee, study materials, Prague public transportation ticket for 2 weeks, afternoon/evening social activities and events, welcome drink and goodbye graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, extra activities (such as trips outside of town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.

Please note, after the 30th of April 2019 there will be a late enrollment fee charged in the amount of 50EUR on top of the course fee.

Terms and Conditions - Cancellation fees

Costs of living in Prague


For accommodation options, please visit the dedicated page