MMM112: Cross-Cultural Marketing and Consumption

Module code: MMM112

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: Postgraduate Masters

When you'll be taught: Semester 2

Module convenor: Dr Melisa Mete, email: m.mete@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s): IN THE SAME YEAR AS TAKING THIS MODULE YOU MUST TAKE MMM176 (Compulsory)

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

Overview

Module aims and purpose

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 has an individual project and an examination. The individual project provides students with an opportunity to apply concepts and tools acquired in MMM176 and MMM112 in a challenging individual task to address a cross-cultural marketing issue and provide suggestions. Guidance for this task will be provided through the term. Similarly, the individual 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 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.

Module learning outcomes

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

1. Evaluating differences across cultures and consumption from a consumer perspective 
2. Demonstrate an ability to conduct cross-cultural marketing research  
3. Critically evaluate cross-cultural business practices 
4. Developing a sound marketing project for a business to help them address their cross-cultural issues.

Additional outcomes:
Students will develop their skills on  problem solving, time management, and organisation  through the completion of an individual project, and this module also help them to improve several essential soft skills such as critical thinking and independent research.

Module content

(subject to change): 

• Cultural dynamics
• Cross-cultural Consumer Behaviour
• Globalisation of Consumption vs Local consumption habits
• Intercultural Marketing Strategies
• Cross-cultural Market Research
• The role of symbolism and branding across cultures
• Products and Services across Cultures
• Cross-Cultural differences in marketing communications
• Cross-Cultural Marketing Management

Structure

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.

Study hours

At least 23 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.

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.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module.

Summative assessment

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: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/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.

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 individual project work and exam.

Reassessment

Additional costs