Module code: CMCM008

Module Overview

This module aims to develop students’ knowledge and understanding of theory and practice in the field of intercultural communication, as well as business and marketing practices across cultures. It will present the theoretical frameworks that have been proposed for explaining and reconciling cultural differences in the multicultural workplace, and for influencing multicultural marketing strategies and communications. Then the module will focus on how (and to what extent) these frameworks can be used to facilitate successful interactions in international business environments and successful marketing campaigns in foreign markets. Students will be required to analyse relevant intercultural situations in real-life business settings through case studies, and will also reflect on how cultural awareness can be brought to different professional audiences through training activities such as simulations and presentations.

Module provider

School of Literature and Languages

Module Leader

GHOSH Priyanki (Lit & Langs)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 95

Seminar Hours: 22

Guided Learning: 22

Captured Content: 11

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative module content includes:

  • Defining culture and measuring its impact on international business and marketing

  • Culture’s effect on individuals, teams and organisations

  • How differences in communication style can lead to misunderstanding in the international workplace

  • An overview of cross-cultural management theory: from the 1950s to the 2000s

  • Taxonomies of cultural values and their limitations: Hall, Hofstede, Trompenaers, Schwartz, Globe, Lewis

  • Working in multicultural teams

  • An introduction to multicultural marketing

  • Exploration of the influence of intercultural issues, cultural values and expectation on consumer behaviour, marketing communications and the success of the marketing strategy

  • Needs of the global (marketing) manager

  • Cross-cultural training: the ins and outs

  • Future directions in the context of intercultural career


Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation Individual (15 minute) or Group (20 minute) Presentation 40

Alternative Assessment

Group Presentation: Individual recorded presentation

Assessment Strategy

The assessment strategy is designed to provide students with an opportunity to develop understanding of how intercultural communication issues affect people working in international business and marketing environments. It will also allow students to demonstrate their ability to apply theoretical frameworks to developing a multicultural marketing strategy. Finally, it will help them to develop presentation and analytical skills.

Thus, the summative assessment for this module consists of:

  • Mid-Semester 2000-word critical essay (60%) (addressing learning outcomes 1 and 3)

  • End of semester 20-minute group presentations (40%) (addressing learning outcomes 1, 3 and 4)

Formative assessment / feedback

Students will be able to discuss their plans for the presentations and the written assignments with the module tutor. They will also receive verbal feedback in class on the analysis of case studies and informal presentations. Further formative ‘feed forward’ will be provided through seminar discussions and project work.

Module aims

  • To develop students' knowledge and understanding of the historical development of the field of intercultural communication, cross-cultural management and multicultural marketing, as well as new developments in the field
  • To develop students' appreciation of the challenges and complexities of dealing with culture in all its manifestations in international business and marketing settings
  • To develop the ability to critically analyse and apply theoretical frameworks and discuss how (and to what extent) they can be used to facilitate successful interactions for those involved in managing and marketing across cultures
  • To develop the ability to appraise case studies of real-world marketing and management scenarios, and suggest appropriate and effective ways of resolving any cross-cultural issues occurring
  • To encourage students to reflect on their own cultural backgrounds and personal orientations, and how these might be used and perceived in future professional activities

Learning outcomes

Attributes Developed
001 To explain the effects of culture on individuals, teams and organisations in international business and marketing contexts KCP
002 To apply multiple theoretical frameworks for the analysis of intercultural communication in the multicultural marketing context KC
003 To evaluate the usefulness and limitations of multiple theoretical frameworks in the analysis of case studies in international business and marketing KCP
004 To develop strategies in intercultural business and marketing based on knowledge and understanding of the dynamics of intercultural interaction and marketing practice CPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to develop students’ understanding of scholarship in intercultural communication, cross-cultural management and multicultural marketing, stimulate a critical approach to using established frameworks within the field of cross-cultural management and raise awareness of strengths and limitations of these frameworks. It will also provide students with the opportunity to practice and develop presentation skills and practical competencies required in international management and marketing roles.

The learning and teaching methods include: a 2 hour seminar x 11 weeks. In each session concepts, models and frameworks will be presented, discussed and applied. Case studies from a range of different sources, cultural and intercultural marketing contexts will be explored.


Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: CMCM008

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Intercultural Business Communication and Marketing MA 2 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2022/3 academic year.