MMM112-Cross-Cultural Marketing and Consumption

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

Module Convenor: Dr Melisa Mete

Type of module:

Summary module description:

Cross-cultural marketing and consumption is essential given the profound impact that globalisation has had on both companies and consumers. The module draws on relevant and contemporary theories and business practice, explores various tools and techniques in cross-cultural marketing settings.


This module aims to develop an understanding of the broader cross-cultural issues relevant to marketing practice in an increasingly global environment. This is achieved by providing students with appropriate tools and techniques pertinent to cross-cultural marketing practice and consumption. The ultimate aim is to equip the students with the necessary skills required to excel in various international marketing roles.

Assessable learning outcomes:

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

  • Understand cultural nuances across the globe

  • Recognise differences in culture and consumption from a consumer perspective 

  • Demonstrate an ability to conduct cross-cultural marketing research  

  • Evaluate cross-cultural business practices 

  • Develop a sound marketing project for a business to h elp them address their cross-cultural issues.

Additional outcomes:

Outline content:

Students are exposed to a number of topics to international cultures and theories of consumption that will help them understand different cultural contexts, and will allow them to develop strategies appropriate for different contexts. Students will be exposed to several relevant themes around cross-cultural marketing such as conducting cross-cultural market research, cross-cultural communication, and cross-cultural business practices.

Brief description of teaching and learning methods:

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Guided independent study:      
    Wider reading (independent) 40
    Wider reading (directed) 50
    Exam revision/preparation 40
    Preparation for tutorials 6
    Preparation of practical report 31
    Reflection 10
Total hours by term 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written exam 50
Project output other than dissertation 50

Summative assessment- Examinations:

One 2-hour unseen written paper.

Summative assessment- Coursework and in-class tests:

Individual marketing project?equivalent to 3000 words - scope to be defined at the start of the module.?+-10% word limit is allowed for the project. 

Submission: Between week 8 and 11.? 

Formative assessment methods:

Via discussions in lectures and seminars, and in preparation for coursework and examination.

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Assessment requirements for a pass:

A weighted average mark of coursework and examination of 50%.

Reassessment arrangements:

Resits are by the resitting or resubmitting of the failed elements of work.

Additional Costs (specified where applicable):

Last updated: 8 April 2021


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