MM385-Marketing Across Cultures

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Pre-requisites: MM255 Marketing Management
Non-modular pre-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Melisa Mete

Type of module:

Summary module description:

Cross-cultural marketing is essential given the profound impact that globalisation has had on both companies and consumers. This module will introduce students to cross-cultural marketing based on the recognition of diversity in different markets of the world and local and global consumers, and local and global marketing practices due to cultural influences. 


This module aims to enable students to understand how cultures affect the design and implementation of marketing programmes in different markets. This module also aims to improve students’ evaluations on the development of behavioural skills in intercultural marketing interactions. 

Assessable learning outcomes:

By the end of the module, it is expected that students will be able to: 

  1. Examine how different cultures affect marketing practices around the world. 

  2. Analyse the impact of local cultures on global marketing. 

  3. Appraise the value and the challenges of cross-cultural marketing research. 

  4. Design a competitive marketing strategy to address a cross-cultural marketing issue. 

  5. Cri tically evaluate strategic implementations of cross-cultural marketing practices. 

  6. Formulate awareness on cultural nuances and sensitivities of different consumer markets. 

Additional outcomes:

Students will develop their skills on group work through the completion of a group project, and this module also help them to improve several essential soft skills such as critical thinking, independent and group research, presentation and information technology.  

Outline content:

Provisional topics may include but not limited to (subject to change):  


Cultural dynamics, Cross-cultural Consumer Behaviour, Global Consumers, Local Consumers and the Globalisation, Intercultural Marketing Strategies, Cross-cultural Market Research, Branding across cultures, Products and Local Cultures, Cross-Cultural differences in coding and encoding communications, Cross-Cultural Marketing Management. 

Brief description of teaching and learning methods:

The module consists of lectures (10x2) and tutorials and workshops (5x1). During this time the main topics on the syllabus are covered. Students are encouraged to actively participate in discussions during these sessions and share relevant work experiences. Seminars and workshops involve group work on a particular case followed by presentations and discussions. Students are expected to read key assigned reading and to do a significant amount of independent research using the Internet, journal s, and other academic resources. 

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 5
Guided independent study:      
    Wider reading (independent) 30
    Wider reading (directed) 45
    Exam revision/preparation 40
    Advance preparation for classes 30
    Preparation for tutorials 5
    Preparation for presentations 25
Total hours by term 200 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written exam 70
Oral assessment and presentation 30

Summative assessment- Examinations:

One 2-hour unseen written paper (70% of the final grade). 

Summative assessment- Coursework and in-class tests:

A group presentation between week 9-10 of Autumn Term and will be assessed (30% of the final grade). 

Formative assessment methods:

Verbal feedback will be given during the lectures, tutorials, and workshops to help students progress with the presentations and the examination.

Penalties for late submission:

Documents supporting the presentation (e.g. Power Point) must be submitted via BlackBoard. Penalties for late submission on this module are in accordance with the University policy. 

Please refer to the Undergraduate Guide to Assessment, and the University policy statement on penalties for late submission for further information:

Assessment requirements for a pass:

An overall mark of 40% needs to be achieved to pass the module.

Reassessment arrangements:

By examination only (one 2-hour unseen written paper) in August/September. Coursework will not be included in the re-assessment. 

Additional Costs (specified where applicable):

1 Required textbook (up to 50GBP) 

Last updated: 8 April 2021


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