MS6301: Cultural Issues in International Marketing


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

MS6301: Cultural Issues in International Marketing

Module Title Cultural Issues in International Marketing
Module Code MS6301
Module Tutor Ryan Curtis
School Business School
CAT Points 15
Level of Study 6
Brief Description

This module explores the topic of culture and the various models that can help to explain cultural differences between specific groups of people.  It aims to promote an understanding of how cultural dynamics and the interactions between individuals with different cultural values and identities can lead to both opportunities and constraints in international marketing activities.

Indicative Syllabus

Indicative topics include:

  1. Understanding cultural dynamics (concepts of time, space, interactions, mindsets and behaviours)
  2. Cultural issues and consumer behaviour
  3. Globalisation and local consumption patterns and strategies
  4. Cross-cultural marketing research
  5. Language, culture and communications
  6. Negotiating across cultures
Learning Outcomes
  1.  Debate the influences of history, language tradition and religion on the perceptions and behaviour of people in different global markets.
  2.  Predict the likely influences of culture on consumer behaviour.
  3. Assess the interaction between culture and globalisation.
  4. Evaluate the implications for marketing communications of culture and/or language
  5. Differentiate negotiation techniques between cultures.
  6. Appraise the problems of undertaking market research across national/cultural environments and propose considered solutions.


Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 100% Coursework: Individual, standard written: 2500 words or equivalent
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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