MM3105-Cross Cultural Marketing

Module Provider:
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites: MM218 Marketing Essentials or MM255 Marketing Management
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Melisa Mete
Email: m.mete@henley.ac.uk

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 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. 

Aims:

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. 

Assessable learning outcomes:

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

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


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


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


• Critically evaluate strategic implementations of cross-cultural marketing practices. 

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:

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 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 ac ademic resources. 

Contact hours:

	Autumn	Spring	Summer
Lectures	20
Seminars	5
Guided independent study:
Wider reading (independent)	40
Wider reading (directed)	75
Preparation for presentations	20
Preparation for seminars	10
Revision and preparation	30
Total hours by term	200	0	0
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written exam	70
Project output other than dissertation	30

Summative assessment- Examinations:

Individual Written examination during the exam period (70% of the final grade) 

Summative assessment- Coursework and in-class tests:

A group presentation between week 10-11 of Autumn Term and will be assessed (30% of the final grade). 

Formative assessment methods:

-

Penalties for late submission:

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

• 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 five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
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.

Assessment requirements for a pass:

A minimum mark of 40  

Reassessment arrangements:

Individual Written examination – 100% 

Additional Costs (specified where applicable):

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

Last updated: 30 March 2023