Marketing Across Cultures - BUSN9090

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2022 to 2023
Spring Term 7 15 (7.5) Frida Gakii Mwiti checkmark-circle


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 different cultures
• Consumer Behaviour across cultures
• Making ethical decisions across cultures


Contact hours

Total contact hours: 24
Private study hours: 126
Total study hours: 150

Method of assessment

Online VLE MCQ Test (20%)
Group Presentation (20%)
Individual report (3000) (60%).

Reassessment methods
100% coursework

Indicative reading

Hollensen, S. (2017). Essentials of Global Marketing, 7th Edition. Harlow: Pearson.

Usunier J. and Lee J. A. (2005) Marketing Across Cultures, 7th Edition, Essex, Prentice Hall

Academic articles from the Journal of Marketing, Journal of International Marketing, International Marketing Review, Harvard Business Review

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 markets
2. Critically evaluate cultural assumptions and arguments that may impact Marketing Strategy across cultures
3. Critically appraise appropriate frameworks and concepts suited to the formulation of 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 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. Evaluate critically the cultural and ethical issues of marketing activities in different countries.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
1. Think critically and creatively about the impact of culture in international markets
2. Collect, organise and summarise relevant information from secondary data sources
3. Organise, analyse information gathered individually and/or in collaboration with other colleagues and write a business report or an academic essay demonstrating an understanding of marketing strategies across cultural contexts;
4. Communicate to an audience of peers a business report or academic essay of topics in intercultural marketing;
5. Recognise and summarise the concepts, processes and institutions relevant to intercultural marketing of goods and/or services;
6. Assist and cooperate and coordinate with other individuals in learning and discussion activities.


  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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