ISCAP – DM - Estudos Interculturais para Negócios
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- Working at the marketing and communication department of a french non-profit professional organization promoting Chablis wines in France and overseasPublication . Boucly, Cécile; Ribeiro, Sandra Patrícia MarquesThis report presents the internship realized within the framework of the master’s degree in Intercultural Studies for Business from the Porto Business School (ISCAP, Instituto Superior de Contabilidade e Admnistraçao do Porto). This internship was carried out within the marketing and communication team of the Bureau Interprofessionel des Vins de Bourgogne, a French non-profit professional organization promoting Chablis wines in France and overseas. As a consequence of globalization, personal and professional interactions between different cultures soared during the 21st century. In the business world, this has a direct impact on the marketing and communication strategies: they have to be adapted to the other cultures in order to be successful. This implies a great knowledge of interculturality and good intercultural competences. The purpose of this report is to explain key notions such as marketing, communication, culture and interculturality. It aims to reflect on the impact of globalization and interculturality on the marketing and communication strategies of a non-profit professional organization. It also intends to describe the missions and projects carried out during this whole six-months internship experience.