International Marketing Across Cultures - BUSN9090

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Spring Term 7 15 (7.5) checkmark-circle


Managers all over the world now realize that businesses are becoming increasingly global. In particular, marketing managers acknowledge the interconnected and interdependent world in which the consumers of their products and services live. For most companies therefore, it is no longer enough to cater to domestic markets and cultures any more, as the products and services originate from and are consumed daily in different parts of the globe. This makes it important for marketing managers to understand the complexity and diversity of cross-cultural marketing, in order to leverage the opportunities that exist in local and international markets.

This module will combine lectures and seminars to present, transfer, discuss and summarise intercultural marketing concepts and frameworks. Indicative topics are:
• Analysis of cultural conditions in global markets
• Cross-cultural Marketing research
• Identification of International segments and niche markets
• Executing marketing mix strategies across international cultures
• Consumer Behaviour across international cultures
• Making sustainable and ethical marketing decisions across international cultures


Contact hours

Private study: 128
Contact hours: 22
Total: 150

Method of assessment

Online VLE MCQ Test (20%)
Individual report – 3000 words (80%)

Reassessment methods
100% coursework.

Indicative reading

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1 demonstrate an in-depth understanding of culture and the cultural components that exhibit across different international markets
2 critically evaluate cultural assumptions and arguments that may impact International Marketing Strategy across cultures
3 critically appraise appropriate frameworks and concepts suited to the formulation of international marketing strategies in different cultural contexts, and apply them accordingly
4 demonstrate a systematic understanding and a critical awareness of current challenges in the implementation of international marketing strategy across cultural contexts
5 demonstrate an in-depth understanding of the impact of culture on consumer behaviour.
6 demonstrate a comprehensive understanding of techniques applicable to cross-cultural market research methods
7 critically evaluate sustainable and ethical marketing strategies in different international markets

The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 collect, organise and summarise relevant information from secondary data sources
2 organise, analyse information and write a comprehensive business report or an academic essay demonstrating an understanding of marketing strategies across cultural contexts;
3 communicate to an audience of peers a business report or academic essay of topics in international marketing across cultures
4 recognise and summarise the concepts, processes and institutions relevant to international marketing of goods and/or services across cultures;


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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