A case study individual assignment of 2000 words weighted at 100% that tests all the Learning Outcomes.

• Cross-cultural marketing environment – cultural value; multi-cultural marketing; culture impacts of markets: pitfalls and potentials; the standardization versus adaptation debate; legal requirements; cross-cultural negotiations; cross-cultural dimensions of marketing research;
• Developing cross-cultural marketing strategy – cross-cultural Aspects of Products; cross-cultural Influences on marketing communications; a cross-cultural view of channels of distribution and pricing;
• Implementing cross-cultural marketing strategy – cross-cultural aspects of service marketing; cross-cultural implications of the aftermarket; cross-cultural dimensions of service quality; green marketing; relationship marketing in cross-cultural context;
• Contemporary issues in cross-cultural marketing – cross-cultural perspective in digital marketing; multicultural marketing; the future and challenges of cross-cultural and multicultural marketing.

1. Demonstrate a systematic understanding of the cross-cultural dimensions and its impact on digital marketing approaches and practices
Knowledge Understanding

2. Demonstrate an understanding of the important aspects of culture and the underlying cultural beliefs and its impact on marketing functions in different societies.
Knowledge &Understanding
Application

3. Examine and evaluate the importance of cultural context in different societies’ marketing practices and the ability to develop cultural adaptation strategies.
Analysis

4. Evaluate the influences and challenges of cross-cultural and multicultural context in the formulation of digital marketing strategies
Analysis
Problem Solving

There will be a mixture of practice-based learning activities including lectures, case studies, videos, in-class debates, presentations and discussions, individual and group problem-solving and self-directed learning and directed reading outside of class.

VLE – Blackboard
Library
Academic Journals
Country reports

Kaynak, E. and Herbig, P. (2014), Handbook of Cross-cultural Marketing (2014), Routledge.
Usunier, J.C and Lee, J.A. (2013), Marketing Across Cultures, Pearson
Pal, S. D. and Kumar, S. M. (2014), Cross-cultural Consumer Behaviour in an Emerging Economy
Rugimbana, R. and Nwankwo, S, Cross-cultural Marketing, Thompson-Learning, U.K.
De Mooij, M., Global Marketing and Advertising: Understanding Cultural Paradoxes (2013);
Trompenaars, F. and Woolliams, P. (2003), Marketing Across Cultures
A current list of additional core texts and journal articles on digital and cross-cultural perspectives may be provided in the module handbook.