Posts Tagged ‘Globalization#8217;


IE School of Communication – IE University – has organized the 53rd meeting “Scientists and Professionals in Communication”, where Carolina Cobos, Country Manager of Qype Spain, will present a talk in English on our Madrid Campus about “Global Marketing Communications: how to communicate effectively across cultures”.


Carolina Cobos. Director of Qype an Adjunct Professor at IE School of Communication
Thursday, January 12th, 18:30 – 20:00
María de Molina 27, Room M-001
Live Streaming Available

About the event:
Globalization or glocalization? Now that the world is suffering drastic geopolitical changes and economic powers are moving from the US and Europe to Asia, companies have to be prepared to market their products/services in new areas. This means becoming familiar with different habits and behaviors that need to be monitored and understood when planning an effective communications campaign. Taking into account, language, non-verbal communication and values, such as individualism vs. collectivism, religion and traditions is key. The examples speak for themselves: the Swedish furniture giant IKEA had to reconsider the name “FARTFULL” for one of its new desks. A soft drink was introduced into Arab countries with an attractive label that had six-pointed stars. The Arabs interpreted this as pro-Israeli and refused to buy it. The soft drink Fresca was being promoted by a saleswoman in Mexico, who was greeted with laughter and later was embarrassed when she found out fresca is slang for “easy with men/too liberal.

About the speaker:
Carolina Cobos is Director of Qype, Europe’s leading review site, with 25 million monthly visits and 5 million reviews (in 8 languages), comments and pictures. The community can write reviews in the website,, or in the mobile app, that has already been downloaded 2 million times. Carolina is responsible for the management in Spain, including b2c (users), b2b (companies concerned with online reputation) marketing and partnerships. Qype is a trusted and independent source of information both at home and abroad. Users rate the places they visit (from 1 to 5 stars) and share their information with the community already present in 12 countries.
Carolina is an expert in cross cultural strategic communications. She has been communications director for companies such as Telefónica, KPMG, Discovery and senior consultant for others such as Repsol, Barclays and Philips. Furthermore, she has a degree in Journalism from Universidad Complutense, Madrid, and has a Masters in Global Marketing Communication & Advertising from Emerson College, acquired with a Fulbright grant.

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