Course Resources Archive

This module explores the topic of culture and the various models that can help to explain cultural differences between specific groups of people.  It aims to promote an understanding of how cultural dynamics and the interactions between individuals with different cultural values and identities can lead to both opportunities and constraints in international marketing activities.

Indicative topics include:

1. Understanding cultural dynamics (concepts of time, space, interactions, mindsets and behaviours)
2. Cultural issues and consumer behaviour
3. Globalisation and local consumption patterns and strategies
4. Cross-cultural marketing research
5. Language, culture and communications
6. Negotiating across cultures

1.  Debate the influences of history, language tradition and religion on the perceptions and behaviour of people in different global markets.
2.  Predict the likely influences of culture on consumer behaviour.
3. Assess the interaction between culture and globalisation.
4. Evaluate the implications for marketing communications of culture and/or language
5. Differentiate negotiation techniques between cultures.
6. Appraise the problems of undertaking market research across national/cultural environments and propose considered solutions.

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.