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Client: Hamburger Akademie für Marketing und Kommunikation

Michael Alger teaches a course in international marketing and advertising at the Akademie. The particular focus of the programme lies in the development of a tool to measure cultural differences, largely drawing on the academic work of Hampden-Turner and Trompenaars, and of Hofstede and Minkov. This highly practical course also explores the effects of cultural paradoxes on advertising.

We also supported the Akademie in its searches for academic partners elsewhere in Europe. In its role as project manager, AlgerConsulting helped establish continued education programmes leading to the award of a BA degree at the University of Bedfordshire in the UK and at two universities in Dublin, Ireland. Students may also enroll in the University of Bedfordshire’s executive MBA programme.