MM3105: Cross Cultural Marketing

MM3105: Cross Cultural Marketing

Module code: MM3105

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: Level 3 (Honours)

When you'll be taught: Semester 1

Module convenor: Dr Melisa Mete, email:

Module co-convenor: Dr Sook Fun Fong, email:

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE MM218 OR TAKE MM255 (Compulsory)

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: No

Talis reading list: Yes

Last updated: 28 May 2024


Module aims and purpose

Cross cultural marketing is essential given the profound impact that globalisation has had on both companies and consumers. This module follows on from Marketing Essentials (MM218) and introduces 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 has a group project and an examination. The group project provides students with an opportunity to apply concepts and tools acquired in MM218 and MM3105 in a creative and challenging team task to address a cross-cultural marketing issue and provide suggestions. Guidance for this task will be provided through the term. Similarly, the group project will enable students to prepare for the exam. The lectures explore and discuss theories and marketing practices related to cross-cultural marketing.

This module aims to provide students with an in-depth understanding on 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.

The module lead at the University of Reading Malaysia is Dr Elsie Fong.

Module learning outcomes

By the end of the module students will be able to:

  1. Examine how different cultures affect marketing practices around the world. 
  2. Appraise the value and the challenges of cross-cultural marketing research. 
  3. Design a competitive marketing strategy to address a cross-cultural marketing issue. 
  4. Critically evaluate strategic implementations of cross-cultural marketing practices. 

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.

Module content

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.


Teaching and learning methods

The module consists of lectures and tutorials. 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 or topic followed by presentations and/or discussions. Students are expected to read key assigned reading and to do a significant amount of independent research using the Internet, journals, and other academic resources. 

This module may be taught in a different Semester if you are studying at our campus in Malaysia.

For students studying at our campus in Malaysia: This module may be taught in a different semester and the breakdown of study hours may differ to those set out in the Study Hours table (please refer to the Module Handbook for the correct breakdown). In addition, you will be required to complete an additional 40 hours of study, taking the total number of study hours to 240 for this module. This is to comply with the Malaysian Quality Agency (MQA).

Study hours

At least 25 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

 Scheduled teaching and learning activities  Semester 1  Semester 2  Summer
Lectures 20
Tutorials 5
Project Supervision
Practical classes and workshops
Supervised time in studio / workshop
Scheduled revision sessions
Feedback meetings with staff
External visits
Work-based learning

 Self-scheduled teaching and learning activities  Semester 1  Semester 2  Summer
Directed viewing of video materials/screencasts
Participation in discussion boards/other discussions
Feedback meetings with staff
Other (details)

 Placement and study abroad  Semester 1  Semester 2  Summer
Study abroad

Please note that the hours listed above are for guidance purposes only.

 Independent study hours  Semester 1  Semester 2  Summer
Independent study hours 175

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.


Requirements for a pass

A weighted average mark of all assignments of 40%.

Summative assessment

Type of assessment Detail of assessment % contribution towards module mark Size of assessment Submission date Additional information
Oral assessment Team Presentation 30 10 min of presentation, followed by a 5 minute Q&A Semester 1, Teaching Week 11-12 Team
Online written examination Exam 70 Two questions should be answered (1,200 words maximum for each question) Semester 1, Assessment period Individual

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
  • the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
  • where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
  • where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

  • where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
  • where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at:

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Discussion/feedback during the small activities in class, and in every tutorial and support for the team work.


Type of reassessment Detail of reassessment % contribution towards module mark Size of reassessment Submission date Additional information
Online written examination Exam 100 Two questions should be answered (1,200 words maximum for each question) During the University resit period August/September Individual

Additional costs

Item Additional information Cost
Computers and devices with a particular specification
Printing and binding
Required textbooks £60-80
Specialist clothing, footwear, or headgear
Specialist equipment or materials
Travel, accommodation, and subsistence


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