International Communication Management

New specialization “Business Diplomacy” within the bachelor’s study program “International Communication Management”

Today’s business environment is not only a space for economic relations, but also a platform for diplomacy, where negotiations, coordination, and relationship-building between representatives of different cultures become a part of daily life. In international business, elements of diplomacy are particularly important, as cooperation with other countries requires not only professional knowledge but also the ability to understand and adapt to different cultures.

Although globalization seemingly makes the world united, cultural differences and nuances do not disappear - they continue to significantly impact communication, decision-making, management styles, and the development of mutual trust between partners. These aspects are especially important in export processes, as even a small disregard for cultural particularities can become an obstacle to successful cooperation or lead to lost deals. This is not just a theoretical assumption - many globally operating companies demonstrate in practice how they successfully combine business strategy with cultural understanding.

For example, Scandinavian companies entering Asian markets significantly adapt their communication styles and decision-making processes, respecting local hierarchies and business etiquette. In contrast, German companies working with Latin American partners adapt to a more open and personal approach to collaboration. Such intercultural skills can be acquired not only in theory but also by learning from experienced entrepreneurs, participating in international exhibitions, trade missions, or even working closely with local partners abroad.

The success of Latvian companies in international markets also largely depends on the abilities of their executives, sales managers, and relationship builders to create trust, adapt communication, and act with cultural sensitivity, which in the long term promotes successful exports and cooperation.

In the “Business Diplomacy” specialization, in addition to the core program, four study courses are offered:

• Geopolitics and the Global Economy
• Intercultural Business Relations
• Negotiation Management in an International Environment
• International Protocol and Etiquette

The study program is led by Jana Bunkus – a Master of Communication Science with more than 21 years of practical experience in communication and public relations. She has been active for fifteen years in the Latvian Association of Public Relations Professionals, where she has also served on the board. She heads the communications agency “J.B. Spark Communication”.

The Bachelor’s study program “International Communication Management” is accredited until October 28, 2027.

After graduating from the International Communication program, students can further develop their skills in the professional Master's study program “Strategic Communication Management,” as well as in other Bachelor's or Master's programs offered by Turība University.