Introductory description

This is an option module for students interested in international and cross-cultural marketing. It explores the challenges of intercultural communication in specific international marketing areas (e.g. consumer behaviour, 4P strategies when entering new markets, etc.), and develops a working knowledge of marketing practices and responses in international organisations.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Cross-cultural consumer behaviour
Local consumers and the globalization of consumption
Cross-cultural market research
Intercultural marketing strategy
Product strategy across cultures
International distribution
Intercultural marketing communications: advertising
Intercultural marketing communications: public relations
Intercultural marketing negotiations
Ethics and social responsibility in international marketing

Learning outcomes

By the end of the module, students should be able to:

• In this module you will develop an awareness of the intercultural challenges of introducing products to new markets, and the capacity to critically evaluate ideas about international marketing strategy. You will appreciate the intercultural skills relevant to marketing communications and negotiations, and understand and practice intercultural skills and techniques in international marketing research.

Indicative reading list

Alexander, N. and Doherty, A.M. (2008) International Retailing. Oxford: OUP.
Bruce, M., Moore, C. and Birtwistle, C. (2004) International Retail Marketing. A Case Study Approach. London: Heinemann.
Curtin, P.A. and Gaither, T.K. (2007) International Public Relations: Negotiating Culture, Identity, and Power. Thousand Oaks: Sage.
Dawson, J., Larke, R. and Mukoyama, M. (eds.) (2006) Strategic Issues in International Retailing. Oxford: Routledge.
De Mooij, M. (2009) Global Marketing and Advertising: Understanding Cultural Paradoxes. 3rd edition. London: Sage.
De Pelsmacker, P., Geuens, M. and Van Den Bergh, J. (2010) Marketing Communications. A European Perspective. Harlow: Prentice Hall.
Doole, I. and Lowe, R. (2008) International Marketing Strategy. 5th edition. New York: Thomson Learning.
Ghauri, P. and Cateora, P.R. International Marketing. 2nd edition. New York: McGraw Hill.
Keegan, W.J. (2002) Global Marketing Management 7th edition. New Jersey: Prentice-Hall
Trompenaars, F. and Woolliams, P. (2004) Marketing across Cultures. Capstone. Usunier, J.-C. and Lee, A.J. (2009) Marketing across Cultures. 5th edition. Harlow: Prentice Hall.

International

This module requires students from diverse backgrounds to work together towards a common goal. By doing so they do not only draw on their knowledge obtained in the module, but also engage in intercultural communication. Developing solutions together for problems of international nature is a core theme of this module. The group project emulates a real-life scenario of working in an internationalising organisation and providing advice on international marketing strategies. Understanding, analysing and interpreting international consumer behaviour lies at the core of this module. Students will not only learn how to tackle international marketing challenges, but also how to articulate and convey solutions to such challenges. Students learn to critically engage and articulate challenges faced in a VUCA world.

Subject specific skills

Connect theoretical work with application to intercultural marketing problems.

Transferable skills

• Read, analyze, and compare different theoretical perspectives on international marketing themes.
• Perform in-depth analysis of case studies and academic literature
• Show critical analytical skills in interpreting international marketing issues
• Develop the ability to define, frame and propose solutions to marketing challenges