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MN50487: International marketing across cultures

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 2
Assessment Summary: CW 30%, EX 70%
Assessment Detail:
  • Coursework (CW 30%)
  • Examination (EX 70%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
* To provide students with the knowledge and understanding of the cultural issues relevant to the development of an organisation's international marketing planning
* To enable students to confidently analyse and solve culturally related marketing problems in order to facilitate the achievement of an organisation's international marketing objectives
* To deepen students' awareness and understanding of the cultural complexities associated with the international marketing of products and services.

Learning Outcomes: At the end of this unit students will be able to:
* Understand the relative significance and impact of the socio-cultural environment on the formulation of an international marketing strategy;
* Understand the key cultural issues, dilemmas and choices facing corporations involved in international and global marketing of products & services;
* Establish a cognitive framework to analyse and appreciate the impact of culture on consumer behaviour;
* Identify and assess the impact of culture on the product, price, distribution and communication elements of marketing.

Skills: Intellectual
* Ability to engage and demonstrate in critical thinking and evaluation skills (T, F, A)
* Ability to shape, progress and then defend a coherent argument (T, F, A)
* Ability to communicate complex data clearly and precisely (T, F)
* Self-management, time management and team working skills (F)
* Develop the ability to reflect on earlier knowledge and practice and integrate the new with past experience and effectively apply it to the present situations (F)
* The facility to communicate and defend ideas (F/A).

Content: The course will contain a range of lectures and seminars, in-class assignments, case-studies and exercises for the following topics:
* International marketing theory & market globalisation
* The social-cultural context within the international marketing environment
* The cultural factor in International Marketing
* Cross cultural consumer behaviour
* Local consumer markets
* Cross cultural market research and intelligence
* International marketing strategy
* Cross cultural approaches to marketing campaigns
* International Marketing communications.

Programme availability:

MN50487 is a Designated Essential Unit on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
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